Advertising and new media
Comparatively, new
media has wider effect than old media due to the Internet.
There are many
different forms of internet advertising, such as banner, e-mail, interstitial
advertising to name a few. Apple has examples of most of them. Banner is the
oldest form of internet advertising which is similar print media. Apple’s banner
can be recognized due to the apple logo on many websites and social media including
its own website. Interactive banners can be found on social media sites,
alluringly tempting consumers to “play and win an iPod”. E-mail advertising is pretty
common in daily life with the advantage of strong direction; straight to the
consumer, although it sometimes connects with junk mail. Apple sends e-mail
advertising to customers or potential customers regularly. Most of them are
text with pictures of their products as well as hyperlinks ready to escort
audiences to their online stores and official websites. Search engine advertising
is another necessary part of the Internet advertising. Spurgeon (2008) states
that information advertising is different from other forms; advertising with
human needs and human want. He also claims that the Internet search engine is
the most important development for information advertising.
Apple put a new ad on Google recently that customers could find iPad ads when they search Dell streak. It is an obvious competition on the Internet search engine. Apple invests this in order to attract Dell’s potential customers and make them their own. IPad’s ad will not be shown when people search Samsung Galuxy S.
Apple put a new ad on Google recently that customers could find iPad ads when they search Dell streak. It is an obvious competition on the Internet search engine. Apple invests this in order to attract Dell’s potential customers and make them their own. IPad’s ad will not be shown when people search Samsung Galuxy S.
Another company
taking advantage of search based advertising, Facebook is trying to challenge
Google search by releasing the “Sponsored Result”. This kind of ad would be
shown when users search certain locations, pages or applications. For example, many
other online games could be shown when users search for a certain online game. “Sponsored
Result” would benefit Facebook by attracting more sponsors. It is similar with to
the keyword search but it will not work when users input common words such as “tree”
or “house”. It only works with proper nouns like “iPad” or “SONY”. It seems advertising
revenue is the main income for Facebook. However, there are some problems for
Facebook ads. Firstly, invalid clicks make sponsors doubt whether it is
effective to put ads on Facebook. For example, General Motors removed their ads
on Facebook a couple of months ago because they thought that ads on Facebook
had not benefited their company. Besides, secret protection is still a big
challenge for social media.
Mobile phone
is another popular approach for advertising. “Mobile media,
especially cellphones, are now seen and heard everywhere, forming an intrinsic
part of the daily lives and habits of billions of people worldwide. Driving this
wide diffusion has been a remarkable rate of adoption.” (Wilken and Sinclair,
2009) Sending valuable ads to
right audiences at right time is the feature of mobile advertising. With the
traceability and intractability, mobile advertising can lock its audiences and
get timely feedback. However this ability to access to consumer directly brings
with it the same problems as email advertisement. Firstly, people need useful
information but hate junk SMS. Unfortunately, junk SMS has increased rapidly
because of the high influx of mobile ads.
Besides, Facebook is testing a new mobile advertising which is based on geography. Many people see tracking users
is an invasion of privacy. Apple and Google also track users, however, Apple
claims they will send users targeted information in their privacy policy and
Google never sends ads to users based on users’ data although they could. In
fact, there are ways to protect users’ privacy in certain cased. For instance,
Facebook could provide an option like a ban for users who do not want to receive
any ads through their mobile phones. As for Apple, iAd is their advertising
platform. Apple provides their mobile productions as an advertising platform
but it did not perform well. Most of iAds are banner advertisements; which means
ads can only be effective when users are pay attention to and spending time on
them. It is difficult to achieve. Having said that, iAd is at its peak, with
Mitt Romney, American Republican Party presidential candidate having publicized
himself through iAd, drawing attention to iAd.
In conclusion,
both the internet advertising and mobile advertising are interactive ads. Users
get information easily and sponsors could get statistics in time. “In these interactive
systems, a customer controls the content of the interaction, requesting or
giving information, at the attributed level or in terms of benefits. A customer
can control the presentation order of the information, and unwanted options may
be deleted. The consumer may request that the information sought be presented
in comparative table format, in video, audio, pictorial format, or in standard text.
Increasingly, customers can also order products using the interactive system” (Alexa, 1998). New media provides a new
possibility to advertising and it still has a long way to go.
References:
Alexa,
Bezjian-Avery. 1998. ‘New media interactive advertising vs. traditional
advertising.’ Journal of advertising
research, Juy. August. pp 23- 32
Sinclair,
John and Wilken, Rowan. 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 - 445
Spurgeon, C. 2008. Advertising and New Media, Oxon, Routledge, pp
24-45.
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