Digital Media Convergence: Advertising and and New Media

"We are living in an age when changes in communications, storytelling and information technologies are reshaping almost every aspect of contemporary life -- including how we create, consume, learn, and interact with each other. A whole range of new technologies enable consumers to archive, annotate, appropriate, and recirculate media content and in the process, these technologies have altered the ways that consumers interact with core institutions of government, education, and commerce" (Henry Jenkins). Like most areas advertising is changing rapidly. Advertising was done through print, radio and television ads and getting in contacts with someone was done by writing a letter but in this generations technology has created a big impact in the society and as time is progressing society has created devices to enhance our lives and make everyday tasks easier, less time consuming and convenient. one example is mobile phones. when mobile phones first came out late in the 1990s,  it was the size of bricks, very expensive and all you could do was make phone calls. Then mobile phone began to shrink in size and be able to send text messages. Now days mobile phones are everywhere and it is one of the most fascinating technology that we use the most. It is an integral part of our life. Digital media Convergence has brought a lot of changes in the society.   

 

Evolution of Mobile Phones

"Digital media convergence", phenomenon involving the interlocking of computing and information technology. There has been significant changes in the structure of media caused by the emergence of digital technologies as the ruling method of for representing, storing and communicating information. There has been a significant rise of digital communications which has made it possible for media organizations and individuals to deliver text, audio and video material over the internet. The internet and the digital devices allows information to be accessible to people around the world. Media convergence discovers a solution to free the limit of one-way delivery of information by the introduction to an Internet Protocol (Bing, 2010).

 

 

Technology has seen some exponential changes over the last decade, so much that the way we view it has changed too. Not only are we now using it differently, in a sense, it is using us! Media convergence has changed the way we as consumers absorb advertisements through revolutionary new methods which are focused on interaction (Jenkins, 2006). Advertising is changing rapidly and the change has affected advertising more than any other marketing functions. Now days instead of using traditional methods of advertising such as Television and news paper, the digital media convergence has changed the society with the advancement of technology. Companies have had to adapt to this change in order to get consumers to interact with advertisements that represent their products (Dwyer, 2010). Philip Napoli stated two phenomena resulting from media convergence are audience and media. Online access allows advertisements to not only reach the directed audience but an international audience as well.The internet allows companies to reach far more consumers than they did before the advancement of technology. Companies target their audience by advertising in places that would allow the consumers to easily access these adverts. An example could be targeting children's as their audiences, the producer of advertisement would advertise during the time that kids show is playing on television such as HI-5. children's channels such as ABC kids and children's websites are the best place to attract and advertise children's products. Web 2.0 has added user generated data. The rise of Social Networking media such as Facebook, twitter, Bebo, MySpace, youtube have opened up a huge opportunities for advertisers to identify the consumers needs and wants and attract more customers as these sites run on complete user generated contents. Such user generated websites have user profile and demographic data, where targeting will be accurate for example showing showing makeup ad to only women over 17 years of age has became comparatively easy on web 2.0 sites. Google and Yahoo has the biggest market share in online advertising.

 

 

Digital media convergence is a developing products to meet the needs and wants of the customer. The convergence of television and internet advertising opens opportunities for marketers to target consumers in ways not available with traditional advertising. For example technology allows advertising delivered to one household to be different to the neighbors television Ads.The future holds even more convergence opportunities, these includes Geographic Positioning System (GPS) which is a spaced based satellite navigation system that provides location and time in anywhere around the world . With the advancement of advertising and new media, “Buyers and sellers find new ways to interact, often bypassing established intermediates in various service industry value chains, including modern media, altering business models and restricting industries in the process (Flew, T 2002:106).” What is great about online advertising is the huge reach it has for no cost at all. The audience is anyone with the internet connections which means the whole world is the audience unlike other mediums. 

In my conclusion Digital Media Convergence has changed the way the world markets and the way world does business. Digital media convergence has made advertising and industries to work with one and another. 

 

  

 Reference

http://web.mit.edu/cms/People/henry3/converge.html

http://www.britannica.com/EBchecked/topic/1425043/media-convergence

http://www.google.com.au/imgres?um=1&hl=en&noj=1&tbm=isch&tbnid=3luA3cP2Rqna2M:&imgrefurl=http://www.livbit.com/article/tag/mobile-phones/&imgurl=http://www.livbit.com/article/wp-content/uploads/2009/08/matryoshkamobilep_1.jpg&w=710&h=372&ei=gAxAUMrpLs60iQeK0IAg&zoom=1&iact=rc&dur=445&sig=110637277575336825003&page=1&tbnh=101&tbnw=193&start=0&ndsp=18&ved=1t:429,r:4,s:0,i:85&tx=89&ty=95&biw=1366&bih=667

http://www.youtube.com/watch?v=Y2Weg65ye2Y

http://www.knowthis.com/principles-of-marketing-tutorials/advertising/advertising-trends-digital-convergence/


http://www.youtube.com/results?search_query=+the+big+beer+ad+hd&oq=+the+big+beer+ad+hd&gs_l=youtube-reduced.3...172078.173857.0.174022.5.4.1.0.0.0.166.642.0j4.4.0...0.0...1ac.3p8_V7tBLhg

http://www.youtube.com/watch?v=Ewu5CK018pY
 

Bing, B. (2010) 3D and HD Broadband Video Networking. Massachusetts: Artech House.

Jenkins, Henry (2006), Convergence Culture: Where Old and New Media Collide, New York: New York University Press, pp. 1-24

Flew, T. (2002). New Media: An Introduction. Oxford Press p. 106

Dwyer, Tim (2010), Media Convergence, Berksire: McGraw Hill, pp.1-23.