Gary Almeida
42488869
Digital Media Convergence: Advertising & New Media
Print media is on the decline. Like all dated technology, print media distribution and publications are slowing down, and now its either forced to evolve to stay alive or to move into retirement like its peers who have since closed down such as the Boston times. Following the direction of print media is another giant - television. Both to be considered once the backbones of many advertising campaigns. The rise of the internet, the closing of the digital divide and the digital media convergence is seeing big business focus heavily in an online presence, whether it be adspace, viral marketing or social media as well as accommodating traditional media such as online news articles and television in a more net friendly environment such as streaming and downloading.
Unlike traditional media, users can now choose how and when they want to receive their information and services, Dwyer describes this digital media convergence as “The process whereby new technologies are accommodated by existing media and communication industries and cultures.” (Dwyer, 2008, p. 2). Where previously advertising was simply thrown in front of a viewer/reader in traditional means, content is user defined, subsequently its advertising that follows along is much more targeted and relevant.
In cyberspace advertising is key. It is the backbone which keeps most websites generating revenue and thus alive, today businesses are turning to the internet as their primary way to drive their product in front of their audience as opposed to traditional means. “Online advertising expenditure now frequently exceeds outdoor, cinema and magazine advertising expenditure” (Spurgeon, 2008). A primary example of this through search engines, specifically Google as “advertising in search engines and online directories is the largest, and one of the fastest growing segments of online advertising” (Spurgeon, 2008).
A key component in online advertising is interaction, namely in the form of search engines. Searchable media content has paved the way for media convergence from telephone directories, print media advertisements and classifieds into a digital interface that allows business to gauge immediate results, reach a broader market and for users to deal directly with the content. The web is quickly becoming the most effective way to deliver advertisements to users and businesses will continue to further penetrate their market share of new users as well as retain their current ones.
Business are moving away from commercials and advertorial branding and focusing on adverts that directly engage the user within the content (Spurgeon, 2007). Gone are the days where users are forced to sit down at an allocated time to watch their their favourite movies or shows, with the user in control of when and what to watch, advertisers evolving into specific markets to directly target their given audience
The web however has not made television redundant when it comes to advertising. In certain situations it works hand in hand, where most advertising campaigns are making hard and fast choices in either television or internet, some are using the internet as a testing ground before launching a larger scale campaign to the television viewers. One such example of this is in the american political race, politicians are now using in-stream ads on YouTube to target specific geo-specific areas and content-interest targeting. Depending on the poll ratings, this testing ground online by “gauge(ing) customer response” (Carr, 2010). could see a more successful roll out when it comes to the more prolific televised advertising.
Its becoming increasingly clear that traditional media has still has its place and purpose, but is no longer as powerful as an advertising tool as it used to be. The digital convergence has seen traditional push advertising methods become dated and less effective. Advertising is evolving into an online hub where users interact not only with the content but with each other, share and create their own content space. This is one of the first times where users in a way get to choose not only their content but their advertising methods as well. The end result is the same, advertising isn't going anywhere, its here to stay. But its delivery methods are in a constant state of evolution in an effort to keep up with user driven content.
Reference List:
Dwyer, T 2010. Media Convergence, McGraw Hill, Berkshire, pp. 2-4
Spurgeon, C. (2008) Advertising and New Media, Oxon, Routledge, pp 24-45.
Spurgeon, C 2007, ‘From the ‘Long Tail’ to ‘Madison and Vine’’, in Advertising and New Media, Routledge, Madison Ave, New York.
Carr, A. (2010). Candidates Turn to YouTube for Geo-Specific Ad Campaigns for Mid-term Elections. Available: http://www.fastcompany.com/1684457/candidates-turn-youtube-geo-specific-ad-campaigns-mid-term-elections
. Last accessed 29th August 2012
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