When growth in demand for a medium begins to surpass growth in users of that medium it begins to mature. As television advertising matured in the 1960’s, ads went from being radio style testimonials with visuals to the entertaining sketch styled ads that are still commonly used – this is the best way to advertise on that medium since the purpose of the medium is to entertain.

When ads are entertaining, viewers react better to them. As print as a medium matured, ads became more visually enticing. When radio matured, ads became more informative. More recently, as search matured the landing pages of ads became more relevant to the users search terms. Read more »