Dwyer
(2010) and Jenkins (2006) both argue that digital media convergence can be
described as a process whereby ‘old media’ platforms have adapted to new
technologies and have allowed the consequent production of new mediums in which
media can be dispersed. In effect, many media outlets have been forced to adapt
to new platforms to suit current trends and ensure that their sector does not
‘die out’ (Jenkins 2006). One of these specific outlets include advertising and
new media. With the case study of Facebook and its advertising facilities; this
essay will explore how digital media convergence has affected advertising, the
emergence of interactive advertising and the extent to which advertising has
been driven by digital media convergence.
The
advertising sector of media has evolved as digital media convergence has
changed and diverted its course. The mechanism of delivery, as opposed to the
previous newspapers and television, has changed to the Internet due to the
proliferation of online users. This mechanism of delivery includes the
exponential growth of search engine based websites such as Google and Yahoo! as
well as social networking sites such as Facebook and Twitter and their users.
In
particular, the online advertising facilities provide a ‘win-win-win situation for everybody
involved, from the user to the small business person who is advertising them,
to the service provider’ (Milnes cited in Spurgeon 2008). Search engine based
advertising has become one of the ‘fastest growing segments of online
advertising’ (Spurgeon 2008), as it allows individuals to refine their search
and purchase or utlilise a product they were looking for. This has allowed a
more targeted and convenient outcome for individuals. The transition from the
traditional advertising on television and newspapers, which included product
placement and infotainment, to contemporary advertising online, which
emphasizes the use of the product rather than ‘indulging human emotions and
wants’ (Spurgeon 2008) has also had an influential impact on social networking
sites. The images below depict the ‘Facebook Offers’ facility whereby,
companies or businesses can promote and advertise their products. As mentioned
previously, this provides the ‘win-win-win situation’ (Milnes cited in Spurgeon
2008) as it promotes both Facebook, as the service provider, and the company,
as Facebook users will be compelled to receive the offer and ‘share’ it with
their friends allowing the campaign to become viral, whilst individuals benefit
as they receive an offer.
Further, an
aspect of advertising, which has also been rendered to suit digital media
convergence, is the importance of participatory culture. Pagani (2003) iterates
the importance of interactive advertising as it allows viewers and users to
become more aware of the product whilst, Spurgeon (2008) would agree that
‘search culture is fundamentally based on conversational interaction and social
participation.’ It is crucial for the consumer and online user’s active
participation to ensure the circulation of the media content or advertised
product (Jenkins 2006).
This video
demonstrates the Facebook advertising facility and its benefits. Whilst this
video displays the ‘share’ button it does not explain its uses. Facebook’s advertising
facility allow a ‘share’ button whereby, users who have ‘claimed’ the offer can
also allow their friends an opportunity to also receive the offer. This allows
a ‘viral evolution’ (Khamis 2012) to occur which encompasses the idea that
consumers will not only use the product or utility however will also circulate it.
Thus, advertisers must consider a marketing or promoting strategy which will
allow individuals to not only purchase or utilize the product however,
circulate it through the web. This demonstrates the participatory culture that
is necessary for a successful advertisement whilst blurring the lines between
consumer and advertiser.
Another
aspect of advertising to consider is to what extent the phenomenon of digital
media convergence has driven and shaped the nature of contemporary advertising.
Whilst Facebook and other social networking sites have penetrated the mobile
phone sphere and have merged to create the ‘smart phone,’ the advertising
industry is yet to merge with mobile phones. The advertising industry has
penetrated the grounds of the Internet as a means to expand their media outlet
however, mobile phones are yet to be ‘filled’ with such marketing strategies. Rather,
they are labelled as a ‘‘sleeper’ advertising medium, an emerging advertising
market with an enormous potential which is still far from being realised’ (Oshea
cited in Wilken and Sinclair 2009).
Wilken and Sinclair (2009)
argue that an advertising sector has not yet filled the mobile phone, even with
the convergence of multi-media applications apparent within smart phones, due
to three underlying factors. The first of which they argue is the tension and
anxiety present among the creators of the phone; the handset manufacturer,
service provider, advertising agencies etc, as they do not want to upset the
current balance by ‘off putting’ the consumers with excessive advertising. Secondly,
Wilken and Sinclair (2009) iterate that the Internet remains the leading medium
of networking and that consumers or mobile phone users are still able to tap
into the internet via their phones and be presented with advertisements. Finally,
through the exploration of the mobile phone ecosystem, Wilken and Sinclair
(2009) explain the ‘ongoing difficulties markets face in negotiating the
complexities of the medium, given their desire for increased simplicity.’ Thus,
with the analogy of sleeping beauty, Wilken and Sinclair (2009) iterate that the
mobile phone is ‘waiting for the kiss of life’ to merge with the concept of
advertising.
This essay has studied
three main aspects of the phenomenon of digital media convergence and its
effect on advertising and new media. It has examined the effects of convergence
on advertising and how it has diverted its course and transitioned the
traditional advertising methods of newspapers and television to online servers.
Further, it has explored the blurred line between consumer and advertiser as
the participatory culture becomes necessary for a ‘viral evolution’ (Khamis
2012). Finally, the essay has concluded that whilst digital media convergence
has effected the advertising industry to adapt itself to online platforms, it
is yet to fill this section of mobile phones. Thus, advertising industries have
been forced to adapt to new media platforms to suit the current trend and save
themselves from ‘dying out’ (Jenkins 2006).
References
Dwyer, T 2010,
‘Introduction’, Media Convergence,
Open University Press, Berkshire, pp. 1-23.
Jenkins, H 2006, ‘Introduction:
“Worship at the Altar of Convergence”’, Convergence Culture: Where Old and New Media Collide, New York City Press, New York, pp. 1-24.
Khamis,
S 2012, Week 4 Is Media Sustained by or
for advertising?, PowerPoint slides, Macquarie University, Sydney.
Pagani, M 2003,
‘Interactive Advertising’, Multimedia and
Interactive Digital TV: Managing the Opportunities Created by Digital
Convergence, IRM Press, published simultaneously in USA and UK, pp.120-121.
Spurgeon, C 2008, ‘From the
‘Long Tail’ to ‘Madison and Vine’ Trends in advertising and new media’, Advertising and New Media, Routledge,
published simultaneously in USA and Canada, pp. 24-45.
Wilken, R & Sinclair, J
2009, ‘Waiting for the Kiss of Life: Mobile Media and Advertising’, Convergence: The International Journal of
Research into New Media Technologies, vol. 15, no.4, pp. 427-445, viewed 28
August 2012, <http://con.sagepub.com.simsrad.net.ocs.mq.edu.au/content/15/4/427.full.pdf+html
>
Images and Video
AdAge Blogs, 2012, Stats of the Day, MediaBistro, viewed 30
August 2012, <http://www.mediabistro.com/alltwitter/files/2011/12/social-media-statistics.jpg
>
Theofficialfacebook, Facebook Offers, online video, Youtube,
viewed 31 August 2012, <http://www.youtube.com/watch?v=B60eo6HcFJg
>
Active Media, Mobile Phone Collage, Image, viewed 31
August 2012, <http://www.activemedia.com/sites/default/files/content-images/mobile_phone_collage.jpg
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