Discuss technology (U24: P2, M1)

Learning outcome 1(unit 24): Understand the products that are produced within and across media industries.

(P2 U24) Explain the use of convergence and then explain the use of converging technologies within an identified sector 

Advertising/ Marketing technology has had a huge impact on the advertising industry due to the developments of new technology and the high use of social media and digital devices increasing in society. This has effect the way companies advertise as it gives them further ways to market their brand- giving them more recognition and reaching out to a wider audience. Advancing brands online allows companies to engage their audience digitally and market their brand on many different types of media and socials. The new advertising/marketing technology such as apps and digital platforms have helped companies to gain more revenue and more viewings from mass target audiences.

Discuss how the advertising industry has utilised developments in technologies including production technologies, marketing, distribution and ways in which audiences can now access products (U24:M1)

The advertising industry has utilised developments in technologies by its advancing of technological convergence to allow audiences to access products easily and more advanced within the modern world.  

Converging technologies of advertising online have helped businesses as modern technology greatly enhances advertisers' ability to perform market research and testing when developing the ads. Advancing online helps consumer data to be obtained with the feedback and opinions being analysed instantly with computers. Virtual focus groups for market research can bring all people together to provide the feedback on advertisements with the help of online surveys to show companies feedback on their product- helping the team to change their marketing to suit audiences. 

 

Source: Pop up ads on Youtube/mail

The adaptation of the internet with advertisement has helped audiences to view products more effectively as it is not only allowing a bigger variety of  people to see various advertising campaigns but also creating interesting new avenues for marketers to reach their consumers.

Internet banners have been made to strategically be placed on websites that target specific groups than the mass media. TV ads have also been placed infant/ in-between YouTube videos/ tv shows to advertise products to target more of a variety of specific groups. Interactive ads have been developed to o provide an interactive experience for audiences while exposing players to their advertising messages. Brands have been utilised by developing email options to opt in to promotions which entice people to purchase more from that bran- allowing audiences to engage more in the brand/product. 

The advertising industry has also utilised developments in technologies through hashtags. For example, on Twitter, campaigns have started off hashtags that may appear trendy to the people signed up to twitter. This allows brands to advertise their products and campaigns first on twitter and then get others to use the hashtag to allow the brand to become popular and seen by audiences- giving them access to the product through link or word of mouth from twitter or other social media websites. 

Twitter

The impact of laptops and smartphones allow a great difference in editing for companies, now, products/web tools can be edited on our own devices allowing, not only control over the end product, but also helps to save money on specialist companies/editors. This also allows companies to complete tasks at home which may make the product completed quicker and more efficiently (no use of transport/money). This also allows audiences to be able to access products easier and more accessible for their viewing as it would have been made on the device they are looking at it on- directly from the laptop/smartphone. In the growing society today, they have expanded on the ways you can view different media giving people the opportunity to view something on a mobile, computer or tablet with altered viewings so it is easier.