Advertising and New Media Natalia Mierzwa 43052258
“Discuss the phenomenon of digital media convergence in relation to Advertising & New Media”
Digital media convergence is the process whereby new technologies are accommodated by existing media and communication industries (Jenkins 2006). This phenomenon and merging together of online media has provided companies to explore new and creative ways of sharing product information within digital media platforms (Dwyer 2010). In the advertising industry, digital media convergence has heavily impacted the area of online multimedia and social networking in the contemporary world as opposed to being limited to traditional media such as newspapers, TV and radio (Jenkins 2006). This essay will explore the extent on how digital media convergence has lead to the exponential growth of advertising in search engine websites; social networking websites and how advertisers encourage the formation of consumers to create viral content for consumers to access around the world. Consumers in the contemporary context are nomadic in nature in that they have are no longer confined in one place due to a shift in media platforms.
Search Engines such as Google has become one of the fastest growing segments of online advertising, many of which were not possible before (Banister 2004). The Google search engine allows a user to refine their search and find a piece of information they were looking for. This form of new media advertising involves placing related advertisements in the form of banners or hyperlinks reflective to that of the search inquiry of the individual. According to Jenkins 2006, this form of advertisement has become a key element in e-commerce. Online search engines advertisements can also benefit smaller business as the can pay to advertise the business, on the top of searched pages. Along with search engines, generated websites such as www.livingsocial.com.au utilise incorporating new media as a way to advertise and benefit from targeting local consumers. This platform makes it the ultimate place for small advertisers in local areas to generate online special promotions, which effectively compete with larger competitors. Using your email, or browse through different categories and even share with other users on Facebook and Twitter is a reflects of different media content on this website. This form of advertising effectively demonstrates how advertising has successfully combined together with the Internet and businesses in terms of effective marketing.
Online broadcasting sites such as YouTube utilise convergence by enabling the broadcast of digital media that ultimately creates new opportunities for advertisers. YouTube kick-started the user made video phenomenon, becoming the world’s number one site for online video streaming generating over 800 million unique users visits each month (YouTube 2012). Thus, Consumers are creating content that allows them to see whatever they want, whenever and on which ever screen (Woods 2012). With reference to the amount of hits YouTube generate a month, it is evident that YouTube is an ideal location for advertisers to promote their product in terms of new media.
In addition, Banister 2004 states that the Internet has rapidly became a locus of user created content. Appropriating original and mashes of copyrighted materials such as online video advertisements is an example of “procosumerism” in which has become highly anticipated by users to create a response to viral videos on YouTube (Collins 2010). User generated videos are more enjoyable at grabbing consumers attention instantly, while also providing a compelling vehicle for advertisers to utilise into marketing communication (Maymi 2012). An example of a ‘Parody’ video would be the recreation of a ‘voice-over’ of the latest iPhone 4 ad situated below. This advertisement starts off as a usual commercial but then integrates into jargon, which is a immediate form of short entertainment for users to then share virally. In general with using both type of videos, professional and consumer generated will ultimately generate improvement in the communication of the intended message.
Moreover, social networking sites such as Facebook and Twitter enable users to connect with others through an overabundance of media forms to share. In today’s context, consumers are less brand–loyal than ever before and pay more attention to the recommendations of friends and family than they do to marketing messages (Sheehan 2009). This possesses an opportunity for advertisers to invest in other forms of digital media convergence platforms, in a way that will differentiate itself from other companies. Sheehan 2009 argues that advertisers must recognise confluence culture and consider new techniques that allow consumers to be participants in the creation and distribution of messages. As the video below suggests, Tiger Airlines had recently repositioned itself through a new advertising campaign that incorporated a plane load of interested Facebook fans to take part in the relaunch of the airline. This interaction with its Facebook fans made it a successfully effective attempt at the participation of the new airlines message “fun, colloquial, honest and real” (mUmBRELLA 2012). As you can see from the ‘Behind the scenes video’, the comments generated from the users were substantially positive from the engagement the users had with the airline. Thus, allowing consumer’s to participate and take part in these types of opportunities serves as an important aspect in new media, as it would have been impossible to generate with traditional media.
This essay has studied three aspects within the context of digital media convergence and its effect on advertising with new media in today’s society. It had first observed convergence in how using online search engines such as Google and generated websites such as Livingsocial help produce advertisements while making it an even playing field for small and big businesses, which previously was restricted in traditional forms of media. Further it had explored online broadcasting sites such as YouTube that utilises convergence by enabling the broadcast of online user content such as parodies of original advertisements that ultimately spreads the communication of the advertisement. Finally, the essay had concluded with using social networking websites such as Facebook and Twitter in order for an business to communicate with consumer’s serves as an important aspect in new media, that was once restricted in traditional forms of media. Thus it is clear that new media online is transforming the consumer from a passive recipient into a valuable area that needs to be taken into consideration particularly in today’s environment. As Banister 2004 suggests, ‘we are no longer just ‘consumers’ but also producers, marketers and distributors, unrestricted by geographical limitations’.
Jenkins, H, 2006, Convergence Culture, New York University Press.
Dwyer, T 2010, Media Convergence, McGraw Hill. Berkshire, pp.8.
Wood, K 2012, ‘Unilever chief Keith Weed on how brands must adapt to 'evolution by consumer selection', Marketing Magazine, 29 February, viewed 29 August 2012, <http://www.marketingmagazine.co.uk/news/1119423/Unilever-chief-Keith-Weed-brands-adapt-evolution-consumer-selection/>.
Banister, J 2004, Word of mouse: the new age of networked media.
Collins, S 2010, ‘Digital Fair: prosumption and the fair defence’, Sage Publications, Vol. 10, No, 1, pp.37-55, viewed 29 August 2012, <http://minerva.mq.edu.au:8080/vital/access/manager/Repository/mq:14481>.
Maymi, L 2012, The George Lucas in me. Pro Video vs Consumer Video, viewed 30 August 2012, < http://www.lomaymi.com/social-video-marketing/george-lucas-pro-video-consumer-video/>.
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, viewed 29 August 2012,<http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/2239/2121>.
mUmBRELLA 2012, ‘Tiger Airways returns to TV advertising to woo wintering Aussies’, viewed 30 August 2012, < http://mumbrella.com.au/tiger-airways-returns-to-tv-advertising-to-woo-wintering-aussies-100968#more-100968>.
mUmBRELLA 2012, ‘Tiger Airways returns to advertising in Australia’, viewed 30 August 2012, < http://mumbrella.com.au/tiger-airways-returns-to-advertising-in-australia-61750>.
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