New technology as we know it, is growing fast. We are either keeping up to date with the latest movements or we a simple lagging behind not sure how to embrace it. Advertisers are constantly looking at ways to advertise to there target markets. Ways of adapting, shaping and developing there messages through a range of mediums.
Traditional media outlets such as Television, Radio, Billboards and Print Media) have all helped to advertise. But with new media increasing on the horizon, advertisers are finding ways of attracting and developing new messages that are tailored to specific groups or individuals, niche markets or creating a advertising campaign that attracts their target market.
New technologies such as iphones, Computers, pda’s, broadband, 3G mobile, Interactive TV, Outdoor Moving Posters and social media websites create a new environment for advertisers to maximise there dollars into advertising clients products and services.
Some of the new media ranges from:
1. Banner ads, pop up ads that appear as you surf the Internet.
2. New Rich Media - gives advertisers more flexibility to create amazing graphics allowing the ads to move around the screen, over the screen or flash up for a few seconds, creating a buzz to the product or service.
3. Viral E-mails (viral marketing) - provides the advertiser with ways of boosting their product, service or a particular brand. If you receive a video clip from a friend saying, “take a look at this,” they have received it from an advertiser and have past it onto you. Viral marketing is a powerful tool and because someone has passed it onto you, you know it carries a reference point (because you know them) and provides creditability.
4. Search Engines (Pay Per Click) - Most of us use search engine (Google, Yahoo and MSN), to find information that we are searching for. Businesses, Advertising Agencies use this medium to advertise their products and services via PPC (Pay Per Click) or SEO (Search Engine Optimisation
5. Social Websites: Websites such as Facebook and My Space provide places for advertisers to showcase their products and services to a target market that visits these sites frequently. In the case of Facebook, you can advertise to a specific target market, country, type of personality and be able to create targeted ads that allow your target market to see what you do.
"A range of new media advertisements are growing all the time and as new technology becomes more advanced each year, more and more things will be developed. Traditional media such as television are becoming new media in that television being “a one-way experience with programmes and ads being delivered to a largely passive audience. The picture is changing with the advent of digital television and we can now use our TV remote control to take part in quizzes, find out more about a product in an ad or enter a competition.” Source: ASA UK
Radio has become a new media also in that you can now access Radio Internet via ITunes or their individual websites whereby you can listen online whilst you are on your computer or laptop. You can download pod cast of the shows you have missed and listen to them at anytime. This therefore changes the way that consumers access media.
“Many factors are a play in transforming the media and marketing landscape, but the most important of these can be summed up as two sea-changing trends: a demand by marketers for greater accountability in the return they get for their ad spend, and a demand by consumers for greater control over their media and marketing experiences. Both of these trends have major implications for online marketing, and both are being driven in no small part of pressures that “new media” are putting on “old media.” Source: Double Click 2005
New technologies such as iphones, Computers, pda’s, broadband, 3G mobile, Interactive TV, Outdoor Moving Posters and social media websites create a new environment for advertisers to maximise there dollars into advertising clients products and services.
Some of the new media ranges from:
1. Banner ads, pop up ads that appear as you surf the Internet.
2. New Rich Media - gives advertisers more flexibility to create amazing graphics allowing the ads to move around the screen, over the screen or flash up for a few seconds, creating a buzz to the product or service.
3. Viral E-mails (viral marketing) - provides the advertiser with ways of boosting their product, service or a particular brand. If you receive a video clip from a friend saying, “take a look at this,” they have received it from an advertiser and have past it onto you. Viral marketing is a powerful tool and because someone has passed it onto you, you know it carries a reference point (because you know them) and provides creditability.
4. Search Engines (Pay Per Click) - Most of us use search engine (Google, Yahoo and MSN), to find information that we are searching for. Businesses, Advertising Agencies use this medium to advertise their products and services via PPC (Pay Per Click) or SEO (Search Engine Optimisation
5. Social Websites: Websites such as Facebook and My Space provide places for advertisers to showcase their products and services to a target market that visits these sites frequently. In the case of Facebook, you can advertise to a specific target market, country, type of personality and be able to create targeted ads that allow your target market to see what you do.
"A range of new media advertisements are growing all the time and as new technology becomes more advanced each year, more and more things will be developed. Traditional media such as television are becoming new media in that television being “a one-way experience with programmes and ads being delivered to a largely passive audience. The picture is changing with the advent of digital television and we can now use our TV remote control to take part in quizzes, find out more about a product in an ad or enter a competition.” Source: ASA UK
Radio has become a new media also in that you can now access Radio Internet via ITunes or their individual websites whereby you can listen online whilst you are on your computer or laptop. You can download pod cast of the shows you have missed and listen to them at anytime. This therefore changes the way that consumers access media.
“Many factors are a play in transforming the media and marketing landscape, but the most important of these can be summed up as two sea-changing trends: a demand by marketers for greater accountability in the return they get for their ad spend, and a demand by consumers for greater control over their media and marketing experiences. Both of these trends have major implications for online marketing, and both are being driven in no small part of pressures that “new media” are putting on “old media.” Source: Double Click 2005
As consumers take great control of when and how they receive information aswell as what form they receive it in, traditional media outlets such as News Corp Chairman Rupert Murdoch ‘has waded into the debate around online content revenues, warning that newspapers must find a way to charge for content. People are getting used to accessing content on the web for free and that this model has to change.
The media tycoon said a newspaper such as The New York Times could not possibly sell enough ads online to support its new-gathering operations. He said, “They can’t give their advertising away because the display inventory on the web is doubling every year, so they’re never going to make money out of it on an advertising model.” Murdoch’s comments come as Independent News & Media, News International’s Times Online and Bauer are reportedly considering moving to a paid-for model.” Source: NMA UK
What does this say about Traditional media outlets?
Does this leave them vulnerable if they do not make changes or adapt to the way they operate in traditional advertising or is it simply just another medium that is added to the mix?
Advertisers are determined to catch up with their target audience and are looking at the alternatives to increase this exposure further. “According to estimated from media specialist merchant bank Veronis Suhler Stevenson, Americans spent more time on the Internet in 2004 than with any other media except TV and radio. And increasingly, Internet users are “multimedia-tasking,” surfing the web at the same time as they watch TV or listen to the radio in the background.” Source: Double Click 2005
This shows that consumers are multimedia tasking in many ways. Some people use many different ways of viewing advertising all in the one seating. As we know it, Internet is reshaping our habits and what we purchase online such as books, food, clothing or even finding the right partner online. How much our life has really changed through the use of online activities and the way we access information,, shows through the way we live our lives.
Advertisers are exploring ways of advertising their clients online. Industries such as the Finance Industry – banks, car dealerships, health and well being services use online marketing as a way to build there branding, provide support and represent a new dimension to there brand.
Technology will change the way we view advertising especially through free-to-air. Existing media organisations and advertising agencies will not disappear or become irrelevant if they do not use new media. The scenario is that as they will add this to their marketing mix and leverage their expertise and there own brand (credibility) and adapt to this new media environment.
With any traditional advertiser medium in some shape or form will need to adapt in some way. We are at present in a transitional stage whereby in the next 5 to 10 years Internet and other forms of digital media will be much faster and more available than ever before. As we grow so will technology and advertisers will need to adapt to these changes providing a mix of alternatives No one really knows where it is going but we need to keep an eye on the changes.
Advertising in new media (online). London, UK
Available from:
http://www.asa.org.uk/asa/about/Guided+Tours/New+media/Advertising+and+new+media.htm
[Accessed 2 April 2009].
Bearne, Suzanne 2009, Rupert Murdoch says papers must charge for online content (online).
Bearne, Suzanne 2009, Rupert Murdoch says papers must charge for online content (online).
NMA
Available from: http://www.nma.co.uk/Articles/42089/Rupert+Murdoch+says+papers+must+charge+for+online+content.html [Accessed 2 April 2009].
The Decade in Online Advertising 1994 - 2004 [online]. Double Click.
Available from: http:// www.doubleclick.com/emea
[Accessed 2 April 2009].
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