Digital Media Convergence
Advertising & New Media
" Convergence is taking place within the same appliances, within the same franchise, within the same company, within the brain of the consumer....
Convergent media, at its best, is designed to "foreground the 'consumer'". A prime example of this (featuring internet interaction) is a campaign intended to promote 'Old Spice'. They utilised the star of the well known 'Old Spice' television advertisements and recorded and uploaded to YouTube video responses to tweets sent in by Twitter users. "The media (e.g., YouTube, Facebook, Twitter) are essentially vehicles for carrying content". In this situation, two of these examples of media combined to expel content.
A series of videos responding to tweets were filmed
utilising the same character (and actor) as the
television advertisements.
The success of this campaign is indicated by the number of views each video in the response series boasts. Numbers range between one hundred thousand and seven million.
A subsequent campaign by the same company held a face off between the face of 'Old Spice' and a 'challenger'. Both characters interacted with fans via YouTube videos and the exchange culminated in a vote (by view count for which should become (or remain) the face of 'Old Spice'.
The same company utilised the interactivity of Reddit to host a question and answer session with Terry Crews, their new 'Old Spice Guy'. He engaged with many fans directly, but not without first posting a link to the new advertisement for 'Old Spice'.
" Convergence involves both a change in the way media is produced and a change in the way media is consumed.
"One of the main synergetic strategies for cross-media work is to get more news published on more media platforms, with the same, or fewer resources"
"It is [consumers] who produce much of the value-added content in social media..."
"potential of 3G technology for advertising, considers recent developments in
location-sensitive advertising, and... the implications for the global mobile
advertising industry"
"mobile advertising strategy pivots on the question of whether to
adopt a ‘push’ or a ‘pull’ model of advertising, what might be dubbed as a Dr Dolittle
dilemma"
‘subscription-based campaign where recipients are sent
mass messages over an ongoing period (push), and information or services sent instantly
as the result of a speciļ¬c, often personalized request (pull)’
'Pull' advertising is something that is far more prominent in new media. In the past advertising could be tailored to wide demographics, say, the readership of a magazine, or a certain column, but now it is far more specific. In many cases the users of the Internet create the advertising content themselves, as is the case with the above 'Old Spice' advertising campaign.
"the ways that people are using media are fragmenting".
"The ability of consumers to obtain multiple services on a single platform or device or obtain any given service on multiple platforms or devices".
"media convergence is the process whereby new technologies are accommodated by existing media and communication industries and cultures. The fact that the term is used to describe this adaptation, merging together and transitioning process, is an indication that the ongoing confrontation of old and new technologies is complex and multilayered."
References:
http://con.sagepub.com.simsrad.net.ocs.mq.edu.au/content/15/4/427.full.pdf+html
- Berton, P., Pitt, L., Plangger, K. and Shapiro, D. 'Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy' Business Horizons, vol 55, no 3, pp 261-271
http://www.sciencedirect.com/science/article/pii/S0007681312000080
- Danaher, P., Lee, J. and Kerbache, L. 'Optimal Internet Media Selection'. Marketing Science. vol 29, no 2, pp 336-347
- Dwyer, T. (2010) 'Media Convergence'. McGraw Hill, Berkshire. pp 1-23
Sean Barton - 421481977
