{"id":5687,"date":"2020-11-19T11:44:15","date_gmt":"2020-11-19T11:44:15","guid":{"rendered":"https:\/\/www.geotelecom.es\/blog\/historia-de-la-publicidad-internet-redes-sociales\/"},"modified":"2026-04-07T13:43:53","modified_gmt":"2026-04-07T13:43:53","slug":"history-of-internet-advertising-social-networks","status":"publish","type":"post","link":"https:\/\/www.geotelecom.es\/en\/blog\/historia-de-la-publicidad-internet-redes-sociales\/","title":{"rendered":"History of advertising (II): Internet and Social Networks"},"content":{"rendered":"<p class=\"wp-block-paragraph\">In the <a href=\"https:\/\/www.geotelecom.es\/en\/blog\/history-of-advertising-i\/\">part I on the history of advertising<\/a> We traveled to Egypt, Greece and Rome to show you which were the first advertising formats that have reached our time, passing also through the Modern Age and the advertising boom in the middle of the last century. If you are interested in these chapters of the history of advertising, do not hesitate to read it. Today, however, we will focus on the history of our profession since the Internet burst onto the advertising scene.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Contents of the entry<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Contents\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #a09353;color:#a09353\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #a09353;color:#a09353\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/historia-de-la-publicidad-internet-redes-sociales\/#Nace_internet_The_banner_era\" >The Internet is born: The banner era<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/historia-de-la-publicidad-internet-redes-sociales\/#The_channel_era\" >The channel era<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/historia-de-la-publicidad-internet-redes-sociales\/#La_era_social_y_la_asociacion_de_sentimientos\" >The social era and sentiment association<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/historia-de-la-publicidad-internet-redes-sociales\/#La_era_nativa_y_la_busqueda_de_la_viralizacion\" >The native era and the quest for virality<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/historia-de-la-publicidad-internet-redes-sociales\/#A_dia_de_hoy_RRSS_y_prosumidor\" >Today: RRSS and prosumer<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Nace_internet_The_banner_era\"><\/span>The Internet is born: The banner era<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">As many of you already know, the Internet was born as a tool for information exchange. However, many users began to use it for information and the pioneers of digital marketing saw the great potential it had: the first clickable ad on the Internet was generated by HotWired in 1994 (the Internet had 16 million users) and looked like this: But it was not until two years later, <strong>in 1996, when the term \"CFP\" was first used for the first time.<\/strong> (pay per click) on the Planet Oasis web directory site. That same year, Yahoo! launched its first search ad. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Shortly after, in 1998, GoTo.com (renamed Overture in 2001 and acquired by Yahoo! in 2003) created the first search engine keyword advertising auction, the system we know today was taking shape. That same year, the Christmas campaign in the US exceeded 2,000M dollars and Amazon was the main responsible with its video and DVD sales business. This is the first e-commerce record. At the height of the \u201cdotcom\u201d boom, the Internet goes public, the same year, and we can talk about 147 million Internet users, nothing to do with the 16 million users that existed only 4 years earlier.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_channel_era\"><\/span>The channel era<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The Internet was growing by leaps and bounds and a series of events unfolded that would lay the foundations for online advertising:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Napster and Google were born in 1999<\/strong>.<\/li>\n\n\n\n<li><strong>The same year also saw the birth of Epinions<\/strong>The first opinion and review portal, later bought by eBay.<\/li>\n\n\n\n<li><strong>Terra is also born<\/strong>, a company dedicated to Internet content and Internet portals of the Telef\u00f3nica Group of Spain.<\/li>\n\n\n\n<li><strong>Traditional cameras are left out of the market<\/strong>. Image sharing portals emerge that monetize by developing images.<\/li>\n\n\n\n<li>By the year 2000, the company had already invested <strong>8 billion dollars in advertising<\/strong> online.<\/li>\n\n\n\n<li>That same year, the pop-up revolution emerged.<\/li>\n\n\n\n<li><strong>In the year 2000, the Internet already has 361 million users.<\/strong> around the world.<\/li>\n\n\n\n<li>And then, the inevitable happened: <strong>arose Google Ads<\/strong>. The company had only 9 employees, but they started with about 350 customers and the investment in their payment platform accounted for 95% of the company's revenue, almost nothing.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"La_era_social_y_la_asociacion_de_sentimientos\"><\/span>The social era and sentiment association<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In the early 2000s, advertisers realized the importance of the association of feelings over attributes and the first elements of emotional marketing appeared:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Emotional connection with the brand's products to achieve a long-term connection.<\/li>\n\n\n\n<li>Draw attention to the product.<\/li>\n\n\n\n<li>Sensitizing the masses, a message that sensitizes the masses can have a positive impact on generating a long-term relationship.<\/li>\n\n\n\n<li>Choose the emotions to be conveyed by the companies and the effect to be achieved in the users.<\/li>\n\n\n\n<li>Taking care of the stories. Telling stories through storytelling to reach the consumer. Good content, to get the public to identify.<\/li>\n\n\n\n<li>Take care of the tuning, since sometimes the music can remain in the consumer's mind.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">This will give way to social networks, which are gaining prominence: <strong>YouTube was founded in 2005,<\/strong> whose original idea was to create a dating website, where people could rate each other based on videos. In 2006 Google took over the platform and launched video advertising. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Twitter was created in the same year. But the giant of social media, Facebook, between 2007 and 2008 was adapting its platform to make advertising more segmented and to make it easier for brands to have a presence in this network.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"La_era_nativa_y_la_busqueda_de_la_viralizacion\"><\/span>The native era and the quest for virality<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">And without realizing it, we have reached the <strong>2010, when Instagram and Twitter were born<\/strong> starts launching its first promoted tweets. At this moment, viral marketing surpasses more traditional advertising, thanks to an advertising campaign of \u201cOld Spice Guy\u201d that receives 30 million visits. Traditional advertising is no longer enough; brands must create more impactful, innovative content that generates the desire to share it.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"A_dia_de_hoy_RRSS_y_prosumidor\"><\/span>Today: RRSS and prosumer<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">We will highlight four milestones that have brought us to where we are today:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>2012: selfie madness<\/strong>. Ellen DeGeneres' Oscar gala selfie with a large cast of actors becomes viral hit. Samsung pays 20 million dollars for this tweet.<\/li>\n\n\n\n<li><strong>2015: Advertising in digital games<\/strong> becomes an excellent platform to strengthen the brand of companies. The era of creating <a href=\"https:\/\/www.geotelecom.es\/en\/social-ads\/\">social media advertisements<\/a>.<\/li>\n\n\n\n<li>2016: Instagram achieves more than $1.53 billion in advertising revenue.<\/li>\n\n\n\n<li>2020: TikTok, widely used by teenagers, reaches 800 million users, surpassing Twitter, LinkedIn and Snapchat.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">All these developments make the user the center of attention and the <strong>the prosumer is born: internet users abandon the passive facet to become content generators<\/strong> and creators of ideas and opinions that influence the community of buyers of a brand or product. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To achieve this, brands must properly manage the information generated by prosumers, because the consumer now has more decision-making power than ever before. <strong>The advertising format changes<\/strong> We have to satisfy the customer in a simple and creative way. We must know their tastes and what they are really looking to find. Here are some examples below from KFC:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.youtube.com\/watch?v=en-dTIt8bBQ&amp;feature=emb_title\">With KFC Snacks we're giving #MMuchTooMuchForVeryLittle<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/marketing4ecommerce.net\/twitter-se-vuelca-con-el-cm-de-kfc-asi-logro-80-000-seguidores-en-menos-de-3-horas\/\">Twitter goes wild for KFC's CM: he gained 80,000 followers in less than 3 hours.<\/a><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">At Geotelecom, as <a href=\"https:\/\/www.geotelecom.es\/en\/\">digital marketing agency<\/a>, we are in continuous <strong>training and learning about advertising and different tools<\/strong> and formats that exist today to carry it out. Our <a href=\"https:\/\/www.geotelecom.es\/en\/comunity-manager\/\">Community Manager<\/a> are experts in social media management for companies. Their task is to improve the brand reputation of our clients in the different social platforms, interacting with users and providing valuable information. Do you want to know more? Contact us!<\/p>","protected":false},"excerpt":{"rendered":"<p>In part I on the history of advertising we traveled to Egypt, Greece and Rome to show you which were the first formats of advertising that have reached our time, passing also through the Modern Age and the advertising boom in the middle of the last century. If you are interested in these chapters of the history of advertising, do not hesitate to read it. Today, however, we will focus on the history of our profession since the internet burst onto the advertising scene. The internet is born: The banner era As many of you may already know, the internet was born as a tool for information exchange. However, many users began to use it for information and the pioneers of digital marketing saw the great potential it held: the first clickable ad on the Internet was generated by HotWired in 1994 (the Internet had 16 million users) and looked like this: But it was not until two years later, in 1996, that PPC (pay per click) was first discussed on the web directory site Planet Oasis. That same year, Yahoo! launched its first search ad. Shortly after, in 1998, GoTo.com (renamed Overture in 2001 and acquired by Yahoo! in 2003) created the first search engine keyword advertising auction, the system we know today was taking shape. That same year, the Christmas campaign in the US exceeded 2,000M dollars and Amazon was the main responsible with its video and DVD sales business. This is the first e-commerce record. At the height of the \u201cdotcom\u201d boom, the Internet goes public, also the same year, and we can talk about 147 million Internet users, nothing to do with the 16 million users that there were only 4 years ago. The channel era Internet was growing by leaps and bounds and a series of events were developing that would lay the foundations of online advertising: The social era and the association of feelings In the early 2000s advertisers realize the importance of the association of feelings over attributes and the first elements of emotional marketing appear: This will give way to social networks, which are gaining prominence: in 2005 YouTube is founded, whose original idea was to create a dating website, where people could rate each other based on the videos. In 2006 Google took over the platform and launched video advertising. In the same year, Twitter was created. But the giant of social media, Facebook, between 2007 and 2008 was adapting its platform to make advertising more segmented and facilitate brands to have a presence in this network. The native era and the search for viralization And without realizing it, we have reached 2010, when Instagram was born and Twitter began to launch its first promoted tweets. At this time, viral marketing surpasses more traditional advertising, thanks to an advertising campaign for \u201cOld Spice Guy\u201d that receives 30 million visits. Traditional advertising is no longer enough; brands must create content that is more impactful, innovative and generates the desire to share it. Today: RRSS and prosumer We will highlight four milestones that have brought us to where we are today: All these events put the user at the center and the prosumer is born: Internet users abandon the passive facet to become content generators and creators of ideas and opinions that influence the community of buyers of a brand or product. To achieve this, brands must properly manage the information generated by prosumers, because the consumer now has more decision-making power than ever before. The advertising format is constantly changing and we must satisfy the customer in a simple and creative way. We must know their tastes and what they really want to find. We leave you several examples below from KFC: In Geotelecom, as a digital marketing agency, we are in continuous training and learning about advertising and the different tools and formats that exist today to carry it out. Our Community Managers are experts in social media management for companies. Their task is to improve the brand reputation of our clients in the different social platforms, interacting with users and providing valuable information. Do you want to know more? Contact us!<\/p>","protected":false},"author":42,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[15,18,45,21,27,16],"tags":[118,62,40],"class_list":["post-5687","post","type-post","status-publish","format-standard","hentry","category-amazon","category-e-commerce","category-facebook","category-google-ads","category-marketing-online","category-social-media","tag-internet","tag-publicidad","tag-redes-sociales"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Historia de la publicidad (II): Internet y Redes Sociales - Geotelecom<\/title>\n<meta name=\"description\" content=\"Segunda parte sobre la historia de la publicidad: Internet y Redes sociales. L\u00ednea temporal sobre las avances en el marketing y la forma de trabajar de las diferentes empresas.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/history-of-internet-advertising-social-networks\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Historia de la publicidad (II): Internet y Redes Sociales - Geotelecom\" \/>\n<meta property=\"og:description\" content=\"Segunda parte sobre la historia de la publicidad: Internet y Redes sociales. 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L\u00ednea temporal sobre las avances en el marketing y la forma de trabajar de las diferentes empresas.","og_url":"https:\/\/www.geotelecom.es\/en\/blog\/history-of-internet-advertising-social-networks\/","og_site_name":"Geotelecom","article_published_time":"2020-11-19T11:44:15+00:00","article_modified_time":"2026-04-07T13:43:53+00:00","twitter_card":"summary_large_image","twitter_misc":{"Written by":"","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.geotelecom.es\/blog\/historia-de-la-publicidad-internet-redes-sociales\/#article","isPartOf":{"@id":"https:\/\/www.geotelecom.es\/blog\/historia-de-la-publicidad-internet-redes-sociales\/"},"author":{"name":"","@id":""},"headline":"Historia de la publicidad (II): Internet y Redes Sociales","datePublished":"2020-11-19T11:44:15+00:00","dateModified":"2026-04-07T13:43:53+00:00","mainEntityOfPage":{"@id":"https:\/\/www.geotelecom.es\/blog\/historia-de-la-publicidad-internet-redes-sociales\/"},"wordCount":1150,"commentCount":0,"keywords":["internet","publicidad","Redes Sociales"],"articleSection":["Amazon","E-commerce","Facebook","Google Ads","Marketing Online","Social Media"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.geotelecom.es\/blog\/historia-de-la-publicidad-internet-redes-sociales\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.geotelecom.es\/blog\/historia-de-la-publicidad-internet-redes-sociales\/","url":"https:\/\/www.geotelecom.es\/blog\/historia-de-la-publicidad-internet-redes-sociales\/","name":"Advertising History (II): Internet and Social Networks - Geotelecom","isPartOf":{"@id":"https:\/\/www.geotelecom.es\/#website"},"datePublished":"2020-11-19T11:44:15+00:00","dateModified":"2026-04-07T13:43:53+00:00","author":{"@id":""},"description":"Second part on the history of advertising: Internet and social networks. 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