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>.
No comments:
Post a Comment