DIGITAL MEDIA CONVERGENCE:
ADVERTISING & NEW MEDIA
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| Source:andmine.com |
The rapid and ever changing nature of our
digitalised world has played a crucial role in how us, a technologically driven
culture, access and are thus influenced by media around us. These social and
media changes in our contemporary environment have brought about the idea of
digital media convergence, which has initiated social, cultural and economic
changes. Defined as “the process whereby new technologies are accommodated by
existing media and communication industries and cultures” (Dwyer 2010: 2),
digital media convergence has promoted a new wave of advertising and new media
forms which now allow greater sense of control and engagement from consumers.
Through the medium of the Internet, advertisers and marketing departments are
now having to alter, erase or change these traditional practises that have been
dominant for ages (Khamis, 2012), to produce a new style of advertisements for
our modern society.
According to Jenkins (2006), “convergence is an old
concept taking on new meanings”. As the use of traditional media has not been
suffice for modern consumers thus creating a challenging environment. Digital
media convergence has created a platform whereby a form of pull media (Sheehan,
2009) has taken charge-allowing consumers to become actively involved in the
media and digital world.
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| Social Media Bandwagon Source: finearttips.com |
In our technologically advanced society, it is
suffice to suggest large increases and popularity for online consumer usage,
further beyond any traditional media consumption. Digital media convergence has
included traditional methods of media and subsequently embracing the reality of
interactive content (Sheehan, 2009). Digital
media convergence has multiplied the spaces and opportunities for production,
distribution and consumption of all content (Khamis, 2012). However these
significant changes have had a major influence on their consumers whose access
to this new media allows individuals to “join wireless networks in the
activities of their everyday life” (Dwyer, 2010: 6). Thus suggesting an
increase in consumer sovereignty.
Consequently, in this new millennium market
advertising producers have taken advantage of the new online consumption. Hence
are now aiming at expanding their products and services online by creating individualised
and differentiated online advertisements with consumer involvement in mind. This
brings up the notion of viral campaigns that has become a major element of the
new media content.
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Old Spice Viral Campaign
Source: turquoisebranding.com
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The rise of the viral campaign has been significantly effective due to this new
media occurrence and the Internets high promotional reach. The term outlines
advertisers promotion of “products and services with very low budgets … still reaching the same levels of awareness” (Kaplan,
2011:254). Due to social media’s ability to transmit marketing messages,
advertisers are able to create these viral campaigns attracting mass audiences
through a single portal. Users of these online social communities are in the
‘command position’ demonstrated thought participatory actions such as ‘hits’,
‘likes’ and comments; depicting the success of the online campaign. This
engagement in this new media content has provided a power-shift between
advertising producers and consumers where the act of consuming is becoming
synonymous with the act of producing media (Sheehan, 2009).
Through the social media website of YouTube,
Volkswagen launched the new Passat vehicle through an online advertisement
campaign gaining extensive notice. The advertisement entitled ‘The Force’ displays
a pocket-sized Darth Vader discovering the all-new 2012 Passat in his driveway.
Whilst aiming to to move household objects, the young boy starts the vehicle,
ultimately aiming to reveal the Volkswagen’s new remote-control ignition.
Although the campaign had paid placement in the
Super Bowl, it had been launched online a week prior gaining fourteen millions
viewers before the sporting event (AdvertisingAge, 2011). The online video,
launched in 2011, has procured over fifty-four million views, over thirty-five
thousand comments (YouTube, 2011) and with over 600 placements (AdvertisingAge,
2011) it has become the most viewed and successful example of online
advertising. Through the use of the popular social media website, advertisers
were able to gage a large consumer response and a revolutionised element of
mass marketing.
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| Screen shot of Google search advertising Source: umbrellawebsolutions.com |
Whilst the success of online campaigns has ‘cut
though the clutter’, other means of online advertising such as search advertising, have had a direct
impact on these new “creative and persuasive advertising techniques” (Spurgeon,
2008). These search-based advertising methods
do not necessarily target a specific niche market, but more so the search terms
being inquired. This new form of media content credits its success based on
‘’conversational and social participation’’ (Spurgeon, 2008). Thus spreads its
accessibility to businesses whose main focus is on informational approaches to
advertising. Through the pulling media search engines of Google, Facebook,
Yahoo! and Bing, advertisements are positioned directly in response to
consumers information searches.
This new era of digital media convergence has
created a creative and opportunistic influence for advertisers and businesses
in regards to selling products and sharing information. This phenomenon has
played a crucial role in the engagement of traditional media with new media
vehicles allowing for a greater and more successful growth pattern. Through
online collaborations and participation from consumers; advertisers are able to
grasp and direct their ideas and products through guidance and recommendation
given by their consumers, a new and crucial aspect of online marketing. With
online centres such as Facebook and Google, marketing messages are seductively
packaged (Kharmis, 2012) that demonstrate a new wave of grasping the attention
of individuals in our modern and technologically developing world. We are thus
able to see how this cultural shift
has impacted not only on advertisers and businesses but more so on society at
large.
Unit Readings
Dwyer, T (2010), Media and Convergence, Berkshire: McGraw
Hill. pg 1-23
Jenkins, H (2006), Convergence culture: Where Old and New media
collide, New York: New York University Press.
Spurgeon, C (2008) Advertising and New Media, Oxon:
Routledge. pg 24-45
Recommended Readings
Sheehan, Kim and
Morrison, Deborah (2009) Beyond
convergence: Confluence culture and the role of the advertising agency in a
changing world (online) vol 14 no 3, Accessed at: http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/2239/2121
(Accessed on 22 August, 2012)
Lecture Content
Khamis, S (2012) Advertising and New Media, MAS110. Macquarie University, 22 August 2012
Other Material
Kaplan, Andreas M. (2011), Two hearts in three-quarter time: How to waltz the social media/viral
marketing dance, vol: 54, no:3, pg 253 -263 (Accessed 24 August, 2012)
Hsieh, Yu-Chen (2011), How different
information types affect viewer’s attention on Internet advertising, vol 27, no: 2, pg 935-945 (Accessed 28 August, 2012)
Electronic Media
The Force: Volkswagen Commercial (2011) Volkswagen (released 2 February 2011) Available at: http://www.youtube.com/watch?v=R55e-uHQna0 (Accessed on: 27 August 2012)
Unknown (2011) online advertising vs. traditional advertising (photography) Available at: http://www.andmine.com/blog/online-advertising-vs-traditional-advertising/ (Accessed on: 30 August, 2012)
Mcnee, L (2011) Social Media (photography) Available at: http://www.finearttips.com/2011/06/paint-your-own-social-media-portrait/ (Accessed on: 30 August 2012)
Unknown (2010) Old Spice Viral Campaign (photography), Available at: http://www.turquoisebranding.com/2010/blogs/07/26/old-spice-viral-campaign-pays-off/ (Accessed on: 30 August 2012)
Unknown (2012) Pay Per Click Advertising (photography), Available at: http://www.umbrellawebsolutions.com/solutions/pay-per-click-advertising/ (Accessed on 30 August 2012)
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