Assessment 1 : Jacqueline Green

Digital media convergence

 in relation to Advertising and New Media

Figure 1. Applications, which feature many advertisements found on an iPhone 

Jacqueline Green

42870534

The recent trend of digital media convergence is having a huge impact in relation to advertising and New Media. It is changing the ways in which audiences or potential customers are being communicated with in a marketing perspective and it brings a rise to technological convergence such as smart phones.  A form of interactive advertising is being portrayed, and it is defined by “the immediately iterative process, by which customer needs and desires are uncovered, met, modified, and satisfied by the providing firm” (Calder et al1998, pg 23). The introduction of the Smart Phone is the epitome of digital media convergence in relation to new media and thus has allowed the access to online social participatory media such as Facebook, as well as search engines and applications. Jenkins states media convergence as “the flow of content across multiple media platforms, the cooperation between multiple media industries, and the migratory behaviour of media audiences” (Jenkins, 2006).

Figure 2. Google, the search advertising giant
www.google.com

Digital media convergence has made advertising an industry, and has created a culture of change as digital distribution platforms have converged. Online advertising expenditure now frequently “exceeds outdoor, cinema and magazine advertising expenditure” (Spurgeon’s, 2008). The largest segment of online advertising includes search engines. Google for example is a search engine that has become the advertising power house as it sells short text advertising that people are looking up or search for on the Internet (Dwyer, 2010). Consumers are effectively looking up their own advertisements. Within social networking, Google has tied together targeted advertising and audiovisual material in the form of search based advertising. Spurgeon argues that the new media based on ICT is in fact now a crucially important influence in the consumer culture as well as the public-sphere (Spurgeon, 2008). Search engine advertising can be tailored. The ‘search power house’ or Google, tailors adverts on the search page to modify the advertisements based on users searches and clicks. This shortens the consumer to advertisers gap making it “radically narrow” (Spurgeon,2008). Advertising companies have jumped on board to search advertising as there is minimal risk and it creates a win-win-win atmosphere. The user gets a relevant outcome for their search and for a low cost, the advertiser gets a lead and the service provider such as Google. obtains the revenue. 77% of Google’s income came from advertising services. Google is an example of a market where advertiser confidence has increased in regards to Internet advertising (Spurgeons, 2008).

 As previously the smart phone which includes an abundance of many media forms all in a handheld device is an example of digital media convergence and in specific , technological convergence (Jenkins, 2006).The iPhone features the Internet, as well as many applications, which creates many advertising opportunities. Within the Safari application on the iPhone, the easily accessible internet includes Google's' search engine as the home page. The idea of web 2.0 travels with us constantly. “The rising popularity of social networking sites and social networking soft-ware, allowing multi-tasking of interaction is now a favoured destination of choice for audiences, especially in younger cohorts” (Dwyer, 2010). As a result of digital media convergence, Internet accessed now by millions of people on a daily basis has become the advertising centre, and the new media such as the iPhone allows people to access Internet whenever and wherever. 

Figure 3. Internet Access on a mobile smart phone

 “With the arrival of 3G technology, the mobile phone – at least from a marketing perspective – works increasingly as a kind of mobile ‘portal’ to connect consumers with the mobile Internet, and thus, by extension, advertisers and content providers more directly with consumers”  (Sinclair et al, 2009). The iPhone features other social media such as Facebook and Youtube.  Youtube has recently launched the iPhone application with advertisements.  Youtube statistics show that traffic from mobile devices tripled in 2011 and everyday 100 million people share, comment or commit to social action. This is a prime example of digital media convergence. Advertising agencies have identified this inter-linked web 2.0 community and have taken advantage of the prospects of promotion (Youtube, 2011). The application also provides more search and sharing features including easy sharing through social networks such as Facebook, Google and Twitter.

Figure 4. New Media and Digital media convergence examples

New Media merely uses old media in new ways. In-game advertising is a form of media convergence utilising new media and exploiting the niche market to advertise. The user is at times sub-consciously viewing advertisements and exposed to promotional material. In-game advertising, also known as Advergaming draws and connects to the user, which differs from television advertisements. Advergaming can be played over and over again for hours. It combines the playing of video games with advertisement and promotion. An example includes the advertisements for Barack Obama as well as Fanta featured within the multi-player mode of Guitar Hero. “As electronic games have become an intergrained part of consumers recreational life, advertisers have focused their attention on using online game related advertising tactics” (Stafford 2005).

As technology improves and new media is created such as Video games that are versatile; advertising agencies jump to this shift due to digital media convergence and effectively target potential customers.

Figure 5. Fanta as an example of advergaming in Guitar Hero

Media creation, distribution and consumption have been brought together through the digitalisation of media and the rise of new media. The methods of advertising have changed and will still be ever adapting. Search engine’s generate some of the largest revenue, as well as advertising within new media such as the iPhone or Gaming devices. Digital media convergence is prosperous to advertising and new media. 

Citations

Caldler, Bezjian-avery, 1998, New Media Interactive Advertising vs.Traditional Advertising, Journal of advertising research, vol. 1, no.1, pp. 23

Dwyer, T, 2010. Media Convergence. 1st ed. New York: Open University Press

Jenkins H, 2006, Convergence Culture, New York University Press

Sinclair, John and Wilken, Rowan, 2009, Waiting for the kiss of life: mobile media and advertising, Convergence: the journal of research into new media, vol 15 no 5 pp 427 - 445 

Spurgeon C, 2008, Advertising and New Media, Oxon, Routledge, pp 24-45.

Stafford, M, 2005. Advertising, Promotion, and New Media. 1st ed. New York: M.E Sharp.

Youtube. 2011. Youtube Statistics. [ONLINE] Available at: http://www.youtube.com/t/press_statistics. [Accessed 29 August 12].