Digital media convergence: Advertising & New Media

After the “digital revolution” influenced all aspects of traditional media the main impact was on the consumer and their new ability to search for many different experiences.  Now with people becoming less “brand loyal” and more influenced by word of mouth and recommendations, “traditional media advertising” is elapsing.

Jenkins defines digital convergence as “flow of content across multiple media platforms, the cooperation between multiple media industries, and the migratory behavior of audiences”. (Jenkins 2006) Convergence is a defining reality of twenty-first century digital media. Traditional media industries, such as paper, magazines and TV, struggle to deal with the shock of the new media – a proliferation of competing platforms, a reconfiguration of audiences, and a digital context in which media products can be shared, copied and remixed by millions. (Wittkower D. E.  2010)

The process of digitising media, which in turn assists in convergence, impacted on three main areas of the media. Media creation: where all tools and resources for content production are now available to the consumer (MAS110 Lecture), enforcing the idea that the consumer is no longer the customer but more so the product. The second, Media consumption: more people, using a range of devices, can now more easily access content. (MAS110 Lecture) For example laptops and computing devices allowing, “free streaming” TV shows. This opens up the media spectrum for all consumers. And the final most important being the innovation of internet which falls under Media Distribution: internet connectivity and infrastructures means that content can be easily distributed (MAS110 Lecture) and even more so now with consumers grasping digital media devices such as the tablet and smart phones.

Engaged activities in new media are rife such as posting photos on Flickr on our mobiles, posting mashed-up videos on YouTube, collaborating on music play lists at Spotify, writing book reviews at Amazon, correcting mistakes in Wikipedia and sharing links on Twitter. We can archive our lives in real time through blogs, through photo and video sharing websites, through status updates and tweets. “We can digitize everything that matters to us – our past, our work, our interests, our loved ones. We can archive how these develop, as they develop”. (Wittkower D. E.  (2010)). 

What happens when all of these converge and what kinds of things are converging? At the first level, we can think of the coming together of the so-called “three C’s of convergent media – content, computing and communications”. (Miekle G. R and Young S.S (2012) Apple’s iPhone, which is not a phone so much as a state-of-the-art touch-screen computer that will also make phone calls if you really want it to, is a good example of this aspect of convergence.

In 2006 a commentator stated that “The mobile phone is still very much “a mass medium waiting for the kiss of life” (“Mobile Marketing Pitfalls”, 2006). That is to say, it is a “sleeper” advertising medium, like Sleeping Beauty, an emerging advertising market with an enormous potential, which is still far from being realized. (O’Shea, 2007b) Some years on the Prince has arrived as the phenomenon of digital media convergence, the “coming together” of technologies for media consumption, production, and distribution. (Jenkins 2006)

Forward thinking marketers were realising there are better ways in which smart ads can be implemented. To them the ultimate medium for smart ads would be a device that would enable advertisers to target specific individuals and send or show them their supposedly relevant ads anytime of the day at anyplace. The device that fits this criterion is the mobile phone. Even the big players such as Apple and Google recognised the new playing field and proceeded to set up iAd and AdMob respectively.

 

From Adidas to Zohan (movie), AdMob has run hundreds of successful mobile advertising campaigns for major brands

The mobile phone was described by advertisers as the “next great conduit between consumers and advertisers”. (Wilken, R. and Sinclair, J. 'Waiting for the Kiss of Life').  Whilst it seems simple enough that advertisers propose their advertisements and the mobile services produce these on their product, an issue arises that means extensive analysis and examination goes into deciding the lucky advertisement. The criterion in which this analysis follows is made to satisfy the “ecosystem” theory. The key features of this system are the relationships between the mobile operators, the advertisers, the content providers, and the handset manufacturers. All of which aim to benefit their own market but in doing so must benefit the consumer. (Wilken, R. and Sinclair, J. 'Waiting for the Kiss of Life')

It’s Free but comes at a Cost. Popups.

All advertising agencies are encouraged and motivated to utilize the opportunity to advertise in such an immediate and one on one way but at the same time are extremely sensitive about alienating consumers by inundating them with unwanted advertising appeals: this is where agencies step lightly as they do not want to risk losing their clients, the companies do not want to brand or product backlash, and the mobile operators do not want a consumer revolt and migration to their competitors.

For the consumer, fear of spam, in combination with the widely held judgment that the mobile device is arguably the most private medium there is’ (Deign, 2006 34) is the reason for consumer to be reluctant in accepting mobile advertising messages.

Consumers are most of the time the victim of unconscious advertisement exposure. As soon as any mobile device is activated, 100% of the time, either a contact number or email address is required. They are automatically vulnerable to uncontrollable advertisement notifications. When given the option to deactivate the on going unwanted notifications, the consumer must run through a process that exposes them or detours them through a website, call center/sms system.

Today with the Internet being a prime example of converged media within the mobile phone, it has become increasingly popular in advertising. It is now considered “a portal” (Wilken, R. and Sinclair, J. 'Waiting for the Kiss of Life') to the mobile internet and thus connects advertisers and providers more directly with consumers and this can be done through various forms of technology. E.g. Geo-tagging. A good example is the power of the “check-in” on facebook. In order to “check-in” you must be on a mobile device. Not until recent times, high corporate companies realized the promotional benefits involved with “check-in”. E.g. Hungry Jacks fast food has introduced a “check-in for a cheese burger” campaign. The idea is simple. A “check-in” at Hungry Jacks is all it takes for redemption of a free cheeseburger. To the consumer this is an easy process leading to a reasonable reward but to Hungry Jacks it is a small price to pay for huge advertising benefits. Constant exposition of “Hungary Jacks” flooding news feed after news feed on facebook is advertising heaven with over 921,301,880 facebook users.

The business and culture of our digital lives, from the L.A. Times

Advertising on mobile phones up 128% in last 2 years, study says

June 7, 2011

To conclude, evolution of the smart phone in media creations, consumption and distribution is just a representative of the transformation change resulting from the digital revolution. The world’s swift advances in the technological sector both advertising and new media are apt to continuous change. Focuses on practical media are now being rather for-seen and instead the need to please consumers with desirable mediums, features and something are becoming a priority.

References

Unit References:           

-          Jenkins, H., 2006. Convergence Culture: Where Old and New Media Collide. s.l.:New York, New York University Press

Recommended readings:

-          Wilken, R. and Sinclair, J. 'Waiting for the Kiss of Life' : Mobile Media and Advertising; Oct 30, 2009 : Sage Publications

-           

Additional Research

-          Deign, J. (2006) ‘Mobile Ads Up’, Campaign 19(12 May): 34–35

-          O’Shea, D. (2007b) ‘Small Screen for Rent’, Telephony 5 February: 34

-          ‘Mobile Marketing Pitfalls’ (2006)  B&T 4 September, URL (accessed August 2007): http://www.bandt.com.au/articles/90/0C044690.asp?print=true

-          http://www.checkfacebook.com/

Lecture Notes

-          Introduction to Digital Media Production, Week 1

Books

-          Miekle G. R and Young S.S (2012) Media Convergence: Networked Digital Media in Everyday Life. New York, NY 10010: Palgrave Macmillan.

-          Wittkower D. E.  (2010) Facebook and philosophy (vol 50) Chicago and La Salle, Illinois: Open Court.

Pictures and Videos
 http://activerain.com/blogsview/2160887/making-the-ones-and-zeros-hit-warp-speed 

http://blog.protocol80.com/2011/04/urge-people-to-check-in-on-social-networks/

http://blog.smashapp.com/2011/06/13/independent-app-developers-offer-your-app-for-free-or-don%E2%80%99t-make-it-at-all/

http://latimesblogs.latimes.com/technology/2011/06/advertising-on-mobile-phones-up-128-in-last-2-years-study-says.html

http://www.burnworld.com/blog/convert-audio-source-mp3-files-usb/

http://www.economist.com/node/21558272

http://www.facebookprivacyissues.info/

 http://www.glidemagazine.com/hiddentrack/spotify-arrives-faq-about-the-new-service

http://www.youtube.com/watch?v=swv7KUQO5UA&feature=related

Digital Media Convergence:  

Revolutionizing Advertising and New Media

In the phenomenon of digital media convergence, old and new media are colliding. Rather than traditional media such as print, radio and television becoming obsolete, digital technologies are reconfiguring their function and status (Jenkins 2006: 14). In this shift towards digital media platforms, media consumers are no longer passive media spectators, they have begun to engage themselves in the participatory, collaborative culture that Web 2.0 has created. For advertisers, digital convergence is requiring them to “rethink old assumptions about what it means to consume media” (Jenkins 2006: 18). “The traditional packaging strategy for audiovisual content – the advertiser funded television channel – has come under increasing pressure from the growing popularity of online advertising” (Dwyer 2010: 18). Such corporations like Google are rapidly converging audiovisual material and targeted advertising together with social networking. In the virtual oasis of digital media convergence, media companies are developing innovative strategies of amassing audiences in order to flourish and maintain a profitable consumer media culture (Dwyer 2010: 18).

Digital media convergence considers the interconnected power relations between media producers and consumers as they interact in the most unpredictable ways.  If the consumers of traditional media forms such as print, radio and television“…were assumed to be passive, the new consumers are active..noisy and public” (Jenkins 2006: 18) – 21^st century media consumers are grasping digital media devices such as the Internet and mobile phone to control the flow of media and interact with other consumers (Jenkins 2006: 18). Consumers are now becoming the catalysts for “where, when and how they consume the content they desire” (Deuze 2006: 692). The pervasive power for consumers to select the media they consume, overrides the tradition medial flowing in a uni-directional nature: from producers to consumers. Advertisers have begun to track their audience online, using the digitized media environment to promote their products and thus, engaging with the fragmented mainstream audience (Sheehan and Morrison 2009).

 

“...The Internet search engine is, perhaps, the single most important development for informational advertising.” (Spurgeon 2008: 25). With the help of the video-sharing website, YouTube, the viral campaign phenomenon has helped the advertising industry converge into digital media platforms. Companies can now seek greater brand exposure through the viral campaign phenomenon. Such methods also help to reduce advertising costs that would have otherwise, been spent on old media promotion such as television commercials. In order to measure the success of viral campaigns, one must look through the number of views, comments and responses a video attracts. The converging roles between media producers and consumer help individuals to communicate with the advertisers in ways never seen before. (Sheehan and Morrison 2009). 

In a recent VISA travel-focused advertisement campaign, audiences can recognise the convergent “prosumer” where consumers are becoming the producers of their products. The star of this VISA viral video campaign is YouTube sensation – Matt Harding. Harding first begun his own viral video, in the series “Where the hell is Matt?”, where he travelled around the world, recording individuals from various countries dancing along with him. In this captivating series of homemade style videos, Harding demonstrates to us how the power of dance connects communities, countries despite barriers such as language, war atrocities etc.

 
"Where the Hell is Matt? 2008"  By Matt Harding.          

After gaining more than 43 million views in his 2008 video “Where the hell is Matt?” VISA took hold of this viral video popularity and asked Harding to participate in their recent travel-based commercial displaying how VISA cards helps travels to enjoy their holiday without the worry of currency exchange issue. Similar to Harding’s own videos, the audience witnesses him dancing joyfully in iconic locations around the world. VISA’s campaign reveals how digital media convergence is reconfiguring traditional forms of media distribution such as television commercials. The converging roles between media producer and consumer are proving the thrilling success social media distribution is providing for advertisers and the company.

   
VISA Viral Ad Campaign for Hassle-Free Currency Exchange, featuring Matt Harding.

Example of Advertisements on Google Search Engine

 

The eruption of digital media convergence awakens advertisers to the reality of user-controlled content. “The ways that people are using media are fragmenting” (Dwyer 2010: 3) in such a way mass media communication is no longer existence. Instead, advertisers are forced to engage in conversational media which produce new, niche and one-to-one media communication platforms (Dwyer 2010).The use of powerhouse search engines like Google and Yahoo! help advertisers to build and maintain profitable media cultures (Dwyer 2010: 8). Advertisements along the borders of a user’s search page are customized according to their previous search history. This form of targeted advertising and the use of the Internet is an area providing great economic success. The accumulation of vast amounts of information from one click of the mouse, shifts from “mass media to the new media of mass conversation” (Dwyer 2010: 19). 

“Where old and new media collide, where grassroots and corporate media intersect..” (Jenkins 2006: 2) digital media is conceived. This convergence culture revolutionises the ways in which advertisers and consumers communicate with one another. The adaption of the “prosumer” reveals how consumers are beginning to control the flow of content and what information they receive on a variety of digital media platforms. The participatory, collaborative culture of Web 2.0 is redesigning the ways in which advertisement campaigns are constructed and distributed. Where “old consumers were assumed to be passive, new consumers are.. migratory..noisy and public” (Jenkins 2010: 18) – they are the mechanisms for converging digital media and advertising strategies. Nonetheless, the reconfiguration of advertising and new media will continue to provide endless success in the future of digital media convergence. 



Karvya Kalutarage  


Reference List

Unit Readings:

• Dwyer, T. (2010). Media Convergence. Berkshire: McGraw Hill. pp. 1-23.
• Jenkins, H. (2006). Convergence Culture: Where Old and New Media Collide. New York: New York University Press. pp. 1-24.
• Spurgeon, C. (2008) Advertising and New Media. Oxon: Routledge. pp.24-45.

Recommended Readings:

• Sheehan, K. and Morrison, D. (2009) Beyond convergence: Confluence culture and the role of the advertising agency in a changing world. [online]. Available at: http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/2239/2121 [Accessed 27th August 2012].

Additional Research:

• Deuze, M. (2006). Collaboration, Participation and the Media. New Media and Society. [online] 8(4) pp.691-698. Available at: http://www29.griffith.edu.au/imersd/draper/music2/collaboration_participation_media.pdf [Accessed 30th August 2012].

Electronic Media:

• Where the Hell is Matt 2008 (2008) (released 20^th June 2008). Available from: http://www.youtube.com/watch?v=zlfKdbWwruY&feature=player_embedded [Accessed 28^th August 2012]. Standard YouTube License. 
• Visa Ad with Matt Harding (2012) (released 3^rd December 2008). Available from: http://www.youtube.com/watch?v=TVOsBVDXSzc  [Accessed 28^th August 2012]. Standard YouTube License.