MAS110 Sem 2 2012 - Lab 03

We are in the crux of a digital media revolution. Key to this era of change is convergence, of which Jenkins (2006 p. 2-3) describes as ‘where old and new media collide’ encompassing ‘technological, industrial, cultural and social changes’. Dwyer cites Ofcom’s definition: ‘the ability of consumers to obtain multiple services on a single platform or device, or obtain any given service on multiple platforms or devices’ (2010, p. 4). One of many facets of change arising from convergence is the alteration in the manner advertising is undertaken, namely through new media platforms of internet and smartphones. However there is debate as to whether the nature of this change has resulted in an inspirational innovation from which our everyday lives benefit, or a pervasive intrusion or detriment on our day-to-day functioning. Through the case study of mobile marketing this essay discusses digital media convergence in relation to advertising and new media, attempting to answer the ultimate question – intrusion or inspiration. 

Before one analyses the consequences of advertising in new media, one must first understand its nature. Due to digitisation and online media, new methods of advertising have rendered conventional modes ineffective. Advertisers face reduced brand loyalty, audience fragmentation and their avoidance of traditional media advertisements, through time-shifting playback devices for example (Sheehan and Morrison, 2009). Advertisers now target mobile phones, which ‘form an intrinsic part of our daily lives’ (Wilken and Sinclair, 2009, p. 427) and have become ‘true multi-media devices’ (Montgomery et. al, 2012, p. 664). 

Sourced from XPLANE, 2009 <http://www.youtube.com/watch?v=6ILQrUrEWe>.

Sourced from XPLANE, 2009 <http://www.youtube.com/watch?v=6ILQrUrEWe>.

Techniques utilised see a blend of commerce and content, the most popular form called ‘branded entertainment’, wherein art and popular culture is combined with brand specific promotional materials (Spurgeon, 2008, p. 41; Grainge, 2011, p. 167). It encompasses SMS coupons, photographable barcodes, hyperlinked banner advertisements and mobile landing pages (Montgomery, 2012, p. 665). One such example is Coca Cola’s Australian SMS campaign of 2000, which received ‘2 million entries’ (Spurgeon, 2008, p. 42)- not unlike the example shown below. 

Sourced from Johnson, D 2012, <http://www.tatango.com/blog/coke-has-a-4-digit-sms-short-code/>.

Wilken and Sinclair (2009, p. 430) predicted that the mobile advertising market would have grown to ’11.3 billion’ by 2011- thus creating the impetus to analyse the effect of this growing market and ultimately attempt to determine whether it is an intrusion or inspiration.

One might consider the benefits that new media advertising via mobile phones have to offer. New media interact to better our access to information, entertain us, foster communication and improve our lifestyle. Telstra’s 1234 service offers the service of convenient access to a vast amount of ‘information’ for a cost, delivering the requested data to the mobile phone via SMS.

Sourced from australiaads, 2010 <http://www.youtube.com/watch?v=3xr5qcN7eqs>.

Although its nature as advertising is clear (as it recommends the services of businesses relevant to queries) it demonstrates mobile marketing’s capacity to facilitate what Wilken and Sinclair describe as ‘permission based marketing’, engaging consumer consent to provide advertisement (2009, p. 428). They cited similar benefits derived from HooHaa advertising (a service that sends targeted SMS advertisement within certain hours based on consumer’s online registration of their interests), attributing its success to consumer’s entertainment, relevant content, and subsidised access for receiving advertisements (2009, p. 433). However perhaps most crucially, one of the most obvious benefits is its accessibility for small business, wherein they can ‘generate new revenue streams’ and obtain ‘professional media services with relative ease, which in turn frees resources that can be dedicated to the core business’ (Spurgeon, 2008, p. 37). Despite these crucial benefits, there is a necessity to recognise concerns regarding new media advertising.

Advertising in new media, and specifically mobile advertising are not without extensive ethical concerns. Perhaps the most obvious is the sense of intrusion. Where once the mobile phone was thought of as the private realm of its owner, to some extent advertising crosses these boundaries – Wilken and Sinclair noting that ‘how consent is defined is a grey area’ (2009, p. 432). Branded entertainment as aforementioned is one key example of crossing controversial boundaries, particularly when targeting children. Montgomery et al cautions ‘entertainment, communication, and marketing are combined in a seamless stream of compelling sounds and images’ (2012, p. 660). An example that Montgomery et al cited gave cause suspicion of mobile marketing. In 2009, McDonald’s commemorated the film release ‘Avatar’ through ‘Thrill Cards’ accompanying Happy Meals - a QR mobile or webcam barcode to activate a virtual online gaming world, deceptively creating awareness of both the McDonald’s and Avatar brands. 

Sourced from Timmersion07, 2009, <http://www.youtube.com/watch?v=GF54L-mS5wk>.

One does not have to look far to find other examples. Girlfriend Magazine’s July 2012 issue featuring a QR code for ‘Wave-Envy’ how-to video, promoting VS Sassoon’s Wave Envy crimper styling tool. A few pages previous was another QR code for Harper Collins Publishing, promising user’s chapter extracts, trailers, author chats, downloads and prizes associated with its featured teen fiction. Collectively, advertisements of this nature, states Louis Moses, allow children to ‘develop unconsciousness to the effect of marketing techniques presented through this medium’ (Montgomery et al, 2012, p. 667). Ultimately, frequent exposure of mobile marketing to teens potentially accelerates excessive media consumption and device mania, as youth seek to participate with their friends in these activities. 

Self taken photograph.

Self taken photograph

Mobile apps such as Foursquare, a location-based mobile advertising service promote visitation to local commercial vicinities (e.g. McDonalds) in exchange for game points, demonstrating the user’s achievements amongst friends who use the app. Therefore it utilises peer pressure to trigger the engagement with advertising. However, foursquare is not specifically targeted at youth, nor is used dominantly by young people. What it does however, Montgomery et al suggests, is extend the presence and pervasiveness of new media into our everyday lives (2012, p. 665). Privacy concerns again arise as one questions what app creators could do with the data, technically user established consumer profiles.

Sourced from Loomba, A 2012 <http://anitaloomba.com/tag/sms-barcode/>.

As we face a world of digital media convergence, new media forms have given rise to advertising techniques that engage us in a way that traditional advertising is failing (Sheehan and Morrison, 2009). Although some mobile advertising have allowed users entertainment, knowledge, convenience and companies the access to advertise, the practice is plagued by the concerns of deceptive techniques, particularly as they are targeted at the most vulnerable. This essay confirms that the interests of advertisers and consumers need to be balanced so as to ensure ethical standards are maintained, whilst allowing what could be considered an inspiratory innovation to shine. 

Resource List

Unit Readings

Dwyer, T 2010, Media Convergence, McGraw Hill, Berkshire.

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

Spurgeon, C 2008, Advertising and New Media, Routledge, Oxon.

Recommended Readings

Sheehan, K & Morrison, D 2009, ‘Beyond Convergence: Confluence Culture and the role of the advertising agency in a changing world’, First Monday, vol. 14, no. 3, viewed 16 August 2012, <http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/2239/2121>.

Sinclair, J & Wilken, R 2009, ‘Waiting for the kiss of life: mobile media and advertising’, Convergence: the journal of research into new media, vol. 15, no. 5, pp. 427-45.

Journal Articles

Grainge, P 2012, ‘A song and dance: branded entertainment and mobile promotion’, International Journal of Cultural Studies, vol. 15, no. 2, pp. 165-80.

Montgomery, K, Chester, J, Grier, S & Dorfman, L 2012, ‘The new threat of digital marketing’, The Paediatric Clinics of North America, vol. 59, no. 3, pp. 659-675.

Magazines

Girlfriend Magazine, July 2012, pp. 114, 122.

YouTube

australiaads 2010, Telstra 1234 2010 Ad, viewed 21 August 2012, <http://www.youtube.com/watch?v=3xr5qcN7eqs>.

TImmersion07 2009, McDonald’s Avatar Augmented Reality Pandora Experience powered by Total Immersion, viewed 21 August 2012, <http://www.youtube.com/watch?v=GF54L-mS5wk>.

XPLANE 2009, Did You Know 4.0, viewed 21 August 2012, <http://www.youtube.com/watch?v=6ILQrUrEWe8>.

Images

Grimley, E 2012, Harper Collins in Girlfriend, taken 22 August 2012.

Grimley, E 2012, VS Sassoon in Gilfriend, taken 22 August 2012.

Johnson, D 2012, SMS “COKE” TO 2653, viewed 21 August 2012, <http://www.tatango.com/blog/coke-has-a-4-digit-sms-short-code/>.

Loomba, A 2012, Foursquare, viewed 21 August 2012, <http://anitaloomba.com/tag/sms-barcode/>.

XPLANE 2009, Did You Know 4.0 Screenshot 1, viewed 21 August 2012, <http://www.youtube.com/watch?v=6ILQrUrEWe8>.

XPLANE 2009, Did You Know 4.0 Screenshot 2, viewed 21 August 2012, <http://www.youtube.com/watch?v=6ILQrUrEWe8>.

Websites

Digitally Approved 2010, Branded Entertainment – The Fanscape Q & A, Digitally Approved, viewed 27 August 2012, <http://www.digitallyapproved.com/2010/09/14/branded-entertainment-the-fanscape-qa/>.

Eadie, M 2005, The Digitisation Process: an introduction to some key themes, Arts and Humanities Data Service, viewed 27 August 2012, <http://www.ahds.ac.uk/creating/information-papers/digitisation-process/index.htm>.

Godin, S 2008, Permission Marketing, Seth Godin’s Blog, viewed 27 August 2012, <http://sethgodin.typepad.com/seths_blog/2008/01/permission-mark.html>.

Hogan, J 2007, HooHaa sends a clear message to mobile users, The Age, viewed 21 August 2012, <http://www.theage.com.au/news/business/hoohaa-sends-a-clear-message-to-mobile-users/2007/05/06/1178390140577.html>.