Task 3 - changing platforms
In today's media world, adverts cross over a range of platforms - streaming, social media, not just TV.
Most audiences do not watch TV ads unless it is a big event such as sporting events.
Advertising remains a key source of revenue for all media so as people stream stuff and use online services, advertising has changed - Pre-roll advertising is a good source of income. (must watch ads that differ from pop up ads as you can get rid of them.
This article discusses the issues concerning how institutions have adapted to changing their ways of advertising as not many people, that are a part of their target audience, watch TV adverts anymore, thus making it difficult for them to promote a product.
(This article discusses the adaptations in marketing and their struggles within different companies due to evolution in platforms.) (simple version)
Advertising is changing as audiences watch TV differently and use other platforms.
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30 second television adverts have lost mass viewings from most of their target audiences over the years and are joining the past along with dial telephones and cassette players.
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Years ago it was much more simpler to advertise a product as the evolution of technology and growing platforms were on a slow rise until now as they have taken over television.
Paragraph 3:
The growth in platforms that appeal to a person's needs have become more popular and have grown into a main supply over the past few years.
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A study last year discussed the fact that 84% of people wanted to fast forward through ads they watched, while 60%of them downloaded or recorded shows so they can skip the adverts. Smartphones and other types of technology has helped with these actions.
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How can institutions adapt to this evolution in platforms to promote their product?
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Marketers still struggle with branding their products and branded content and native advertising has proven effective online such as buzzfeed as it will most likely be put onto TV.
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TV adverts are still too effective to disappear overnight and will remain the same even if people continue to view their programs etc
Branded content (also known as branded entertainment) is a form of advertising that uses the generating of content as a way to promote the particular brand which funds the content's production.
Native advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed. (Advert pretending to be apart of the main content) It matches publications editorial standards while meeting audience's expectations.
(Advert in disguise)
Targeted advertising - Online adverts - gives you ads that you would want most to buy from / from cookies that are on your computer that you have previously added/viewed - Niche route (specifically selected audience)
Shoppable tags - instagram and snapchat
Examples of:
Native advertising/branded content: Trending twitter hashtags E.g:Samsung Television
Target advertising: Facebook promoted pages based on previous interests E.g: Wish
Shoppable tags: snapchat E.g: adidas adverts after snapchat stories with a link to scroll up on to the site.
What are the main challenges faced by the advertising industry?
COMPETITION. They have to become more smart in their ways to promote a product as people are trying to avoid such ads and other companies are becoming more popular than others. This could lead to marketers becoming more personal towards their audiences such as targeted advertising by looking through the interests which can lead to the opinion of intruding their privacy.
In today's media world, adverts cross over a range of platforms - streaming, social media, not just TV.
Most audiences do not watch TV ads unless it is a big event such as sporting events.
Advertising remains a key source of revenue for all media so as people stream stuff and use online services, advertising has changed - Pre-roll advertising is a good source of income. (must watch ads that differ from pop up ads as you can get rid of them.
This article discusses the issues concerning how institutions have adapted to changing their ways of advertising as not many people, that are a part of their target audience, watch TV adverts anymore, thus making it difficult for them to promote a product.
(This article discusses the adaptations in marketing and their struggles within different companies due to evolution in platforms.) (simple version)
Advertising is changing as audiences watch TV differently and use other platforms.
Paragraph 1:
30 second television adverts have lost mass viewings from most of their target audiences over the years and are joining the past along with dial telephones and cassette players.
Paragraph 2:
Years ago it was much more simpler to advertise a product as the evolution of technology and growing platforms were on a slow rise until now as they have taken over television.
Paragraph 3:
The growth in platforms that appeal to a person's needs have become more popular and have grown into a main supply over the past few years.
Paragraph 4:
A study last year discussed the fact that 84% of people wanted to fast forward through ads they watched, while 60%of them downloaded or recorded shows so they can skip the adverts. Smartphones and other types of technology has helped with these actions.
Paragraph 5:
How can institutions adapt to this evolution in platforms to promote their product?
Paragraph 6:
Marketers still struggle with branding their products and branded content and native advertising has proven effective online such as buzzfeed as it will most likely be put onto TV.
Paragraph 7:
TV adverts are still too effective to disappear overnight and will remain the same even if people continue to view their programs etc
Branded content (also known as branded entertainment) is a form of advertising that uses the generating of content as a way to promote the particular brand which funds the content's production.
Native advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed. (Advert pretending to be apart of the main content) It matches publications editorial standards while meeting audience's expectations.
(Advert in disguise)
Targeted advertising - Online adverts - gives you ads that you would want most to buy from / from cookies that are on your computer that you have previously added/viewed - Niche route (specifically selected audience)Shoppable tags - instagram and snapchat
Examples of:
Native advertising/branded content: Trending twitter hashtags E.g:Samsung TelevisionTarget advertising: Facebook promoted pages based on previous interests E.g: Wish
Shoppable tags: snapchat E.g: adidas adverts after snapchat stories with a link to scroll up on to the site.
What are the main challenges faced by the advertising industry?
COMPETITION. They have to become more smart in their ways to promote a product as people are trying to avoid such ads and other companies are becoming more popular than others. This could lead to marketers becoming more personal towards their audiences such as targeted advertising by looking through the interests which can lead to the opinion of intruding their privacy.
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