Originally published on October 25, 2023. Updated December 19, 2025.
The American advertising landscape has undergone a remarkable transformation since the early 1990s. This period witnessed a dramatic shift from traditional advertising methods, such as television and print ads, to a digital-first approach that leverages the power of the internet and social media.
The Evolution of American Advertising
These points help explain how American advertising has changed over the past three decades by examining the key trends and technologies that have shaped the industry.
But before the digital revolution took over completely, the 1990s gave us one final masterclass in physical, in-store marketing.
1990s: The Golden Age of “Must-Have” Retail Strategy
To understand the 90s, you have to understand the power of scarcity marketing.
Search traffic data from the last decade confirms a lingering fascination with the “most successful retail promotions in US history” from this era. Why? Because the 1990s perfected the art of the “Retail Frenzy,” a strategy where brands created artificial panic to drive demand.
Unlike today’s digital “drops,” 1990s promotions required physical presence, leading to stampedes and news coverage that money couldn’t buy.
Three specific campaigns defined this era and remain the blueprint for “viral” retail promotions today:
- Beanie Babies (Ty Inc., 1995): Ty Warner famously “retired” specific animals without warning, turning $5 plush toys into investment assets. It became the first viral sensation of the pre-social media age.
- Tickle Me Elmo (Tyco Preschool, 1996): By deliberately shipping fewer units than demanded during the holiday season, Tyco triggered a “Black Friday” panic that became lead news on every major network.
- The Furby (Tiger Electronics, 1998): Ads promised a toy with “artificial intelligence” that could learn English, creating a sense of futuristic wonder (and mild terror) that every child needed to experience.
1990s: Where “Must-See TV” Included Commercials
While retail frenzies dominated the news, the living room remained the battle arena for epic brand storytelling.
Picture this: It’s the early 1990s, and your living room is the battle arena for epic TV commercials. Those were the good old days when we couldn’t fast-forward through ads (thanks, DVRs!), so marketers had a captive audience as television was the primary source of entertainment for most households. However, advertising during this period had its limitations. Advertisers relied on demographic data and broad audience targeting, which meant that not every commercial was relevant to every viewer. While the impact of TV American advertising was undeniable, it lacked the precision that digital advertising would later offer.
2000s: When the Internet Crashed the Advertising Party
Fast forward to the early 2000s, and bam! The internet arrives with all its glory. Google and social media platforms, like Facebook, crash the advertising party. Advertisers discover the magic of data-driven insights and pay-per-click (PPC) advertising. The game changer? Google AdWords, which lets businesses bid on keywords and put their ads right in front of your searching eyes. Talk about targeted advertising! This shift toward performance-based advertising paved the way for a more cost-effective and results-driven approach.
2010s: The Decade Social Media Stole the Advertising Spotlight
The 2010s took us on a wild ride as social media platforms like Facebook, Twitter, Instagram, and Snapchat suddenly became the go-to channels for advertisers. Social media ads were like mini-blockbusters, personalized and visually appealing. The rise of mobile devices also had a profound impact on American advertising. Advertisers developed mobile-responsive websites and created mobile-specific ads to cater to this growing segment of consumers. Programmatic advertising, which uses automated technology to buy and optimize digital ads in real-time also became mainstream. This allowed for more efficient ad buying, as algorithms could make split-second decisions based on data, reaching the right audience at the right time.
2020s: The Privacy Paradox in Advertising
The 2020s are quickly becoming an exciting chapter in the book of advertising. Data-driven advertising has gone next-level, thanks to the dynamic duo of AI and machine learning. Advertisers can also craft personalized ad experiences with the finesse of an artist meticulously painting a masterpiece. However, this era also raises concerns about privacy and data protection. High-profile data breaches and controversies, like the Cambridge Analytica scandal, have led to increased scrutiny of data collection and usage by advertisers. Legislation like the European Union’s General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) aim to protect user data and give consumers more control over their information.
The Future of Advertising
American advertising has come a long way in the last 30-plus years. The industry has transformed from traditional television and print ads to a multifaceted digital landscape that leverages data, technology, and evolving consumer behaviors. As we look to the future, the key to successful advertising will be staying adaptable, respecting user privacy, and creating meaningful connections with consumers in an ever-changing media environment. The only certainty is that advertising will continue to evolve in response to emerging technologies and shifting societal values.
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