The Digital Convergence Phenomenon: Advertising & New Media

Karina Marlow - 42861470

What is “digital media convergence”

Digital media convergence is a contemporary phenomenon that is having a profound impact upon the media sphere. Media academic Tim Dwyer defines convergence as:

 “the process whereby new technologies are accommodated by existing media and communication industries and cultures" (Dwyer 2008, 2).

However this definition can be problematic as it gives too much significance to technological determinism or the impact that technological innovation has on convergence (Matthews 2012, Lecture; Meikle & Young 2012, 20-26). Henry Jenkins broadens the definition to include the convergence of media content and industries across multiple platforms and the new migratory patterns of the twenty-first century audience (Jenkins 2006, 2). 

Convergence is a process that not only involves the media industry but also the complex technological, social, cultural, political and economic factors that shape it. These factors include the evolution of analogue media into digital media due to its superior quality and the ability to easily reproduce and interact with the media it produces. They also include changes in the role of the audience as viewers have more choice of content and can engage in participatory media such as television show websites and internet chats with cast members. 

Impact on advertising

The increase in digital media convergence is having a profound impact upon the advertising industry and their use of new digital media technologies as companies must address the challenges of convergence in order to advertise effectively to the contemporary audience. As consumers are constantly being bombarded with advertising messages everyday they have become increasingly oblivious to the messages it is sending (Porter & Golan 2006, 26). In addition the increased use of personal technology such as laptops and smart phones has led to the increased fragmentation of media and advertising audiences (Porter & Golan 2006, 26; Khamis 2012, Lecture) as the “new millennium market [becomes] highly individualised, differentiated and flexible" (Khamis 2012, Lecture).

However convergence also brings opportunities for companies to market in the new media spheres created by digital convergence and to be more efficient in their production and spread of content across television, print and on-line media. The companies that adapt to convergence by integrating new media and exploiting its opportunities for advertising are more likely to be successful in a competitive contemporary market.

The Viral media campaign

Advertisers need to differentiate themselves from their competitors and digital media convergence enables them to utilise techniques such as the viral media campaign. 

“Significantly more than traditional advertising, viral advertising relies on provocative content to motivate unpaid peer-to-peer communication of persuasive messages from identified sponsors” (Porter & Golan 2006, 26). 

The content made for viral advertising must be significantly unusual or entertaining to encourage people to pass it on via on-line communication methods called “electronic word of mouth” media such as email and social networking sites (Porter & Golan 2006, 26-27). This technique by-passes the fragmented nature of the modern media audience as it relies on social relationships and on-line communication to spread a media content message.

Many of these video advertisements are placed on sites such as Youtube to allow for easy access for commercial entertainment audiences and for sharing with friends.  Examples of success in this genre have included such original viral advertisements as the Old Spice ad with over 42 million hits and the Volkswagon advert with over 54 million views. 

Case Study

Some of these advertisements such as the Old Spice ad create a central character to be associated with that brand.  A contemporary example of this is "Rhonda" featured in recent advertisements by AAMI. Although Rhonda is an iconic figure she represents a stereotype of the everyday individual which makes it easier to relate to her and her interaction with the insurance company (Gruen Transfer, 2012). 

The character was originally premiered in late 2011 as a figure representing the everyday safe driver and in the most recent series “Rhonda goes to Bali” her comical interactions with the locals have generated a large social media response with over 100, 000 people liking the Facebook page “The sexual tension between Katut and Rhonda” and various Twitter conversations using #rhonda and #rhondaismine. The advertisement has also inspired ‘Youtube parodies’ by Big W employees, a spin-off singlet range and a Facebook “Star in an ad” campaign demonstrating its viral saturation across the public media sphere. 

Branded Content and Niche Marketing

Another popular technique that uses the opportunities of digital media convergence is to create branded content or branded entertainment to disguise advertising messages in the integrated media content that audiences would naturally seek out (Spurgeon 2008, 27). Christina Spurgeon suggests that in the last decade:

“National advertisers and global brands began to move away from upfront spending in advertising through mass media to invest in niche media and branded content.” (Spugeon 2008, 39)

These niche markets can be economically and efficiently targeted through on-line media. Consumer information is gathered via search engine use, information displayed on social media and website usage (Pariser, TED Talk) and is then used to advertise to a narrow target market which is more likely to be interested in a particular product. 

Branded content is an effective method to market to niche audiences. By disguising media messages in content it “cuts through the clutter” (Khamis 2012, Lecture) of the overcommercialised media environment. A popular example of this the Dove Evolution advertisement created by branded film specialist Tim Piper as part of their “Campaign for a Real Beauty.”

The commercial message of the short film is cleverly hidden behind an emphasis on visually capturing the media’s destructive influence on women’s self-esteem by displaying images of digitally altered people in advertisements. Other effective examples include interactive and participatory media competitions such as the Doritos Crash Course “advergame” or product tutorials by popular Youtube bloggers such as Michelle Phan.

Conclusion

Digital media convergence has had a revolutionary impact upon both the media and advertising industries. The advent of new media are presenting many challenges for contemporary advertising including the disloyalty of consumers and the fragmented audience (Sheehan & Morrison 2009, “Challenges to traditional culture”). However it also offers many new opportunities and techniques such as viral advertising and branded content to allow advertising to creatively adapt to the modern convergence environment and exploit new media.

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Reference List:

Unit Readings:

Dwyer, T (2010) Media Convergence, McGraw Hill, Berkshire, pp. 1-23

Jenkins, H (2006) Convergence Culture: Where Old and New Media Collide, New York University Press "Introduction"

Note: all pinpoints are reference to the page number of the Course Reader as there were no page numbers in the course reader to access

Spurgeon, C (2008) Advertising and New Media, Ozon Routledge, pp. 24-45

Recommended Readings:

Meikle, G, and Young, S (2012) Media Convergence: Networked Digital Media in Everyday Life, Palgrave Macmillan.

Sheehan, Kim and Morrison, Deborah (2009) "Beyond convergence: Confluence culture and the role of the advertising agency in a changing world", First Monday, vol 14 no 3, URL = http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/2239/2121

Independent Research:

Porter, L & Golan, G (2006) “From subservient chickens to brawny men: A comparison of viral advertising to television advertising” Journal of Interactive Advertising, vol 6, no 2 (Spring 2006), pp. 26‐33.

Gruen Planet 2012, “Virgin and Doug Pitt Analysis”, Gruen Planet Series 2 Episode 2, viewed 8.30-9.30pm on 29 August 2012 on the ABC

Lecture content:

Khamis, S (2012) Advertising and New Media, MAS110 Lecture and Lecture Slides, 3:00-4:00pm, 22 August 2012, viewed 22-31 August 2012, URL = http://echo.mq.edu.au:8080/ess/echo/presentation/7a438690-8988-47d7-a476-b43e538be6db

Matthews, N (2012) How did we get here? Media and Modernity, MAS105 Lecture and Lecture Slides, 5:00-6:00pm, 9 August, viewed 31 August 2012, URL = http://ilearn.mq.edu.au/blocks/echo360_echocenter/echocenter_frame.php?id=8978

Pariser, Eli (2011) TED talk on MAS105 Lecture Slides, viewed 14 & 31 August 2012, URL = http://video.ted.com/talk/podcast/2011/None/EliPariser_2011.mp4

 

Links:
Old Spice - The Man Your Man Could Smell Like (2010) Old Spice (published 4 February 2010), URL = http://www.youtube.com/watch?v=owGykVbfgUE Accessed: 31 August 2012

The Force - Volkwagon Commercial (2011) Volswagon (published 2 February 2011), URL = http://www.youtube.com/watch?v=R55e-uHQna0 Accessed: 31 August 2012

Mumbrella (2012) Rhonda goes viral (posted 16 August 2012), URL = http://mumbrella.com.au/rhonda-goes-viral-110008 Accessed 28 August 2012

Facebook (2012) The sexual tension between Katut and Rhonda, URL = http://www.facebook.com/1nightinrhonda Acccesed 28 August 2012

Mumbrella (2012) AAMI considers options over Big W staff videos (posted 1 August 2012), URL = http://mumbrella.com.au/aami-considers-options-over-big-w-staff-videos-107345 Accessed 28 August 2012

Mumbrella (2012) Rhonda goes viral Comment 5 (posted 16 August 2012), URL = http://mumbrella.com.au/rhonda-goes-viral-110008 Accessed 28 August 2012, Picture URL = https://fbcdn-sphotos-e-a.akamaihd.net/hphotos-ak-ash3/557399_130556370422029_1943817848_n.jpg

Mumbrella (2011) AAMI invites Facebookers to star in a TV ad (posted 15 November 2011) URL = http://mumbrella.com.au/aami-invites-facebookers-to-star-in-a-tv-ad-64923 Accessed 28 August 2012

Pariser, Eli (2011) TED talk , viewed 14 & 31 August 2012, URL = http://video.ted.com/talk/podcast/2011/None/EliPariser_2011.mp4

Wikipedia (2012) Doritos Crash Course, viewed 31 August 2012, URL =  http://en.wikipedia.org/wiki/Doritos_Crash_Course

Michelle Phan (2012) How to Top Knot, viewed 31 August 2012, URL = http://www.youtube.com/watch?v=y-h-EfaShoE



Pictures:
Alex Allwood (2012) Holla Agency Blog (posted 28 June 2012), URL = http://thehollaagency.com.au/blog/ Accessed: 31 August 2012

Unnamed Original Artist (2012) Online Advertising Cartoon 2, URL = http://www.cartoonstock.com/directory/o/online_advertising.asp Accessed: 31 August 2012

"Josh" (2010) The Man Your Man Could Smell Like (posted 29 July 2010) on the BrinkMedia Blog, URL = http://blog.brink.com/2010/07/29/the-man-your-man-could-smell-like/ Accessed: 31 August 2012

Page Progressive (2011) Social Media Management, URL = http://www.pageprogressive.com/services/internet-marketing/social-media-management/ Accessed: 31 August 2012

Youtube References:

 AAMI Insurance - Rhonda goes to Bali - Part 2 (2012) AAMI Insurance (published 27 May, 2012). Available from: http://www.youtube.com/watch?v=HW_kKUWlslo [Accessed 31 August 2012]. Standard Youtube License

Dove Evolution (2006) TPiper (published 6 October 2006). Available from: http://www.youtube.com/watch?v=iYhCn0jf46U [Accessed 31 August 2012]. Standard Youtube License