Media
As everyone has noticed the media has been changing dramatiacallily over the years, this change would mainly be recognisable that a lot of media has shifted from analog to digital and therefore left a lot of people in the media industry unemployed.
About two decades ago, media was distribututed mainly by newspapers, magazines, television and radio. Until about a decade ago, when everything began to change, very rapidly internet and computers became more popular. Now you can't imagine someone not haveing direct acces to the internet; if not instantly by phone, then they will definatly have a computer, laptop, iPad or some sort of tablet at home. This shows a direct change in the media; if everyone has constant acces to internet and makes full use of this that gives advertising a new oppotunity; advertising through the interenet.
And this has obviously happened, when you now go onto the internet you get bombardered by advertisments from all over your screen, if you click on the wrong 'ok' they will be sending you emails every to often and when you are just searching adveritsments are changing on the side of your screen; this has been a great way to expand advertising. There are so many more ways how they can reach their customers. However, advertisers also have to be more creative, there is so much more competition and the adverts change more often then before, advertisments have become more fast and the difference is with advertising on TV, poeple tend not to notice the adverts; they look over them because they are busy with something else, whereas with TV adverts they take up the whole screen; you can't affoid them, well unless you change the channel. The adverts on the interent therefore need to have something noticable that wil draw attention quickly.
2012 New York's Advertising week was given an interesting kick start by staging a memorial service for advertising. Implying that advertising ins't dead; it is reshapin; the centuries-old narrative, interuptive model still endures, however now alongside personal, interactive, invited useful communications. And that seems to be a good thing; advertising is becoming deaper and giving advertisments more shape.
However, the show also meant to say that if advertising doens't keep changing and addapting to social and technoligy shifts, the memorial service might be in need afterall.
Something many people do not realise is that Google is an advertising company; in 2011 it made 96% of there $37.9 revennue from advertising. 20 years ago, the sentence 'i'll google that for you' would have sounded like a joke to many people, unlike now; Google is something many many people use to look up everything. This shows that the media changes affect advertising in all sorts of ways; now people refer to Google for everything, some would go as far as to say; if you can't find it on Google it probably doesn't excits! And advertising is all over Google. Not just Google, Facebook and other social media have also become a very big part in advertising, the audience on Facebook is so big, that advertising is so important for a brand. Facebook has the advertising banners on the side of their 'timeline', but it also gives brands the posibility to create their own page; this gives people the chance to like, comment share about the brand; that is a great, free, way for the brand to communicate to the customers; they can keep their followers up to date on the lastest news. Brands can also set up a Twitter page, people can follow the brand and this way keep up to date, 're-tweet' fovorite and reply to their tweets, there are offcourse other social media pages but Facebook and Twitter are the most well known. These are changes in the media that are very now, and very important; if a Facebook page of a brand doesn't have many followers it musn't be very good. Social media are a great way of free advertising for a brand.
The changes in the media have affected advertisers, they have had to become more creative and more up to date so they can keep up with the latest technoly and the social media so they can keep addapting to all these changes that are ongoing. Advertisers need to communicate with the consumers onto a personal level, aswell as making the consumer interactive; this makes the adverts more affective and the messages they bring across more usefull.
Reference:
Beale, C. (2012) RIP advertising?No, but the temperature's rising. Campaign haymarket
Kennedy, D. S. (2012) Just... Google. Information today vol 29 issue 10