Friday, August 31, 2012

Digital Media Convergence in Relation to Advertising and New Media


Digital media convergence in relation to advertising and new media



The advertising industry and new media alike have undergone a required evolution during the ongoing process of digital media convergence.  With the technological development of certain media platforms such as delivery technologies as well as the strengthening of participatory and social communities and cultures, it seems as though old advertising strategies have become redundant.  Certain questions arise – how is digital media convergence affecting the advertising industry?  How is the industry adapting?  How does this effect consumers who use different forms of media on a daily bases?

The question concerning the effect that digital media convergence is having on the advertising industry holds an ambiguous answer.  As with all industries, when an unsettling of standard operations occur one of two things happen, the industry either adapts and continues to succeed, or it does not adapt and thus fails to succeed.  Therefore the effect on the industry is measured by adaptability and continuing success.  A mixture of positives and negatives are prevalent and will be discussed within this essay.

An important aspect to recognize about ‘new media’ is its capability for interaction with consumers.  Within ‘Considerations of Interactive Digital Television as Advertising Media’ (2012), Francisco, J. discusses the point that interactive advertising formats within different media are far more effective than non-interactive forms.  The article draws on research, which shows that interactive forms of advertising have a lasting effect on consumers with whom they inform and persuade.  This is clearly a positive aspect for the industry as the digital era thrives with interactivity.

A broad variety of new forms of advertising have been able to fruit within new media.  Search media such as Google and Yahoo! have allowed for the modernization of the old standard of classified advertising.  Whilst small advertisers are using this to become more discoverable, ‘big’ advertisers are delving into more creative and persuasive techniques to “reach and engage the consumers of most value to them.” (Spurgeon, C 2008) 

It is well known that advertisers have always aimed to persuade consumers.  But with this evolving digital era and the forming of communities through it we have seen a shift in the stance and mindset of the consumer.  It has become much harder for advertisers to gain the attention of consumers through new media.  Unlike old media such as television and radio, people have the freedom to choose whether or not they want to ‘participate’[1] with certain advertisements online. 

Due to this, advertisers have had to develop much more creative and persuasive techniques to grab consumer’s attention.  This issue has been more or less a speed bump in the development of the industry.  However, many advertisers have clearly benefited from this situation.  The production of numerous, incredibly creative, subtly persuasive and entertaining advertisements have taken place, some of which infact blur the lines between art and advertisement.  A perfect example of this is found in BMW’s revolutionary ‘The Hire’ film series, which “shattered conventions by propelling the online film phenomenon. These eight short films, by highly regaled Hollywood directors, effectively altered the structure of interactive entertainment and set a standard for advertised communication.” (BMW’s 10 revolutionary adverts, 2012) One of these films can be found here: http://www.youtube.com/watch?v=PKYUtUw-8ig

Set a standard indeed, perhaps this is what we can expect from the majority of future advertisements seeing how advertising companies are more and more dependent on consumers to ‘participate’ in their advertisements as opposed to passively consume them.

In ‘trends in advertising and new media’ Spurgeon, C mentions the moral implications of the Creative and persuasive techniques that are becoming prominent. He writes; “creative and persuasive techniques have received less favorable consideration because the seek to influence purchasing decisions by indulging human emotions and wants, and rely on fabricating difference where it might not otherwise be found.”  Yet he goes on to say that it also “tends to be both legal and effective.” (Spurgeon, C 2008) 
 
Through the strengthening of participatory and social communities and cultures, we have seen consumers communicating to each other about different goods and services.  Within ‘Beyond Convergence: Confluence culture and the role of the advertising agency in a changing world,’ (2009) Sheehan, K and Morrison, D write that this is providing an increase of reliance on word of mouth and peer reviews.  They use the examples of how bloggers are seen as journalists just as YouTube up loaders are seen as video directors.  They mention that this phenomenon has provided the necessity for marketers to become part of the emergence of a ‘confluence culture.’  “Confluence culture encourages the blending of new and traditional media outlets and blurs the boundaries of professional and amateur.” (Sheehan, K, Morrison, D 2009) 

To be part of confluence culture, advertisers must interact with consumers so that they can learn what consumers want to know as well as what consumers want to do with messages.  This can be viewed as a kind of relationship building technique in which, through trust, advertisers can somewhat control the creation of messages as well as become aware of negative messages that are communicated.  (Sheehan, K, Morrison, D 2009). 

The advertising industry has faced a large amount of challenges in the evolution of new media.  However, the adversity presented has allowed the industry to adapt.  Through adversity comes opportunity, opportunity that marketers are clearly taking hold of.  In my view, new media and advertising has always and will continue to co-adapt.


[1] I use the word ‘participate’ here in an attempt to explain the way in which people consume advertisements through new media.  Generally, people must actively choose to pay attention or participate in advertisements presented to them.






Bibliography

1. Sheehan, K and Morrison, D 2009, ‘Beyond convergence: Confluence culture and the role of the advertising agency in a changing world’, First Monday, vol. 14 no 3, 24th August 2012, <http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/2239/2121>

2. Spurgeon, C (2008) ‘Advertising and new media’ Ozon Routledge, pp. 24-45.

3. Francisco, J, Jaime, L 2012, ‘Considerations of Interactive Digital Television as Advertising Media’, Journal of Promotion Management, vol.18, no. 3, pp. 306-318.

4. Admin, 2012, ‘BMW’s 10 revolutionary adverts’, 25th August 2012, <http://www.adpunch.org/bmws-10-revolutionary-adverts.html>.

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