Advertising – Media and Advertising Approaches
Increasingly, other media are
overtaking many of the “traditional” media such as television, radio and
newspaper because of a shift toward consumer’s usage of the Internet for news
and music as well as devices like digital video recorders (DVRs) such as TiVo.
Digital signage is poised to become a major mass media because of its ability
to reach larger audiences for less money.
Digital signage also offer the
unique ability to see the target audience where they are reached by the medium.
Technological advances have also made it possible to control the message on
digital signage with much precision, enabling the messages to be relevant to
the target audience at any given time and location which in turn, gets more
response from the advertising.
Digital signage is being
successfully employed in supermarkets. Another successful use of digital
signage is in hospitality locations such as restaurants and malls. Advertising
on the World Wide Web is a recent phenomenon. Prices of Web-based advertising
space are dependent on the “relevance” of the surrounding web content and the
traffic that the website receives.
Reasons for online display
advertising: Display ads generate awareness quickly. Unlike search, which
requires someone to be aware of a need, display advertising can drive awareness
of something new and without previous knowledge. Display works well for direct
response. Display is not only used for generating awareness, it’s used for
direct response campaigns that link to a landing page with a clear ‘call to
action’.
E-mail advertising is another
recent phenomenon. Unsolicited bulk E- mail advertising is known as “e-mail
spam”. Spam has been a problem for e- mail users for many years. A new form of
advertising that is growing rapidly is social network advertising. It is online
advertising with a focus on social networking sites. This is a relatively
immature market, but it has shown a lot of promise as advertisers are able to
take advantage of the demographic information the user has provided to the
social networking site.
Friendertising
is a more precise advertising term in which people are able to direct
advertisements toward others directly using social network services. As the
mobile phone became a new mass media in 1998 when the first paid downloadable
content appeared on mobile phones in Finland, it was only a matter of time
until mobile advertising followed, also first launched in Finland in 2000. By
2007 the value of mobile advertising had reached $2.2 billion and providers
such as Admob delivered billions of mobile ads.
More advanced mobile ads
include banner ads, coupons, Multimedia Messaging Service picture and video
messages, advergames and various engagement marketing campaigns. A particular
feature driving mobile ads is the 2D Barcode, which replaces the need to do any
typing of web addresses, and uses the camera feature of modern phones to gain
immediate access to web content. 83 percent of Japanese mobile phone users
already are active users of 2D barcodes.
Some companies have proposed
placing messages or corporate logos on the side of booster rockets and the
International Space Station. Unpaid advertising (also called “publicity
advertising”), can provide good exposure at minimal cost. Personal
recommendations (“bring a friend”, “sell it”), spreading buzz, or achieving the
feat of equating a brand with a common noun (in the United States, “Xerox” =
“photocopier”, “Kleenex” = tissue, “Vaseline” = petroleum jelly, “Hoover” =
vacuum cleaner, and “Band-Aid” = adhesive bandage)- these can be seen as the
pinnacle of any advertising campaign.
However, some companies oppose
the use of their brand name to label an object. Equating a brand with a common
noun also risks turning that brand into a genericized trademark – turning it
into a generic term which means that its legal protection as a trademark is
lost. From time to time, The CW Television Network airs short programming
breaks called “Content Wraps,” to advertise one company’s product during an entire
commercial break. The CW pioneered “content wraps” and some products featured
were Herbal Essences, Crest, Guitar Hero II, CoverGirl, and recently Toyota.
Recently, there appeared a new promotion concept, “ARvertising”, advertising on
Augmented Reality technology. Controversy exists on the effectiveness of
subliminal advertising, and the pervasiveness of mass messages.
Rise
in New Media:
With the Internet came many
new advertising opportunities. Popup, Flash, banner, Pop under, advergaming,
and email advertisements (all of which are often unwanted or spam in the case
of email) are now commonplace. Particularly since the rise of “entertaining”
advertising, some people may like an advertisement enough to wish to watch it
later or show a friend.
In general, the advertising
community has not yet made this easy, although some have used the Internet to
widely distribute their ads to anyone willing to see or hear them. In the last
three quarters of 2009 mobile and internet advertising grew by 18.1% and 9.2%
respectively. Older media advertising saw declines: “10.1% (TV), “11.7%
(radio), “14.8% (magazines) and “18.7% (newspapers).
Niche
Marketing:
A Niche market is one in which
there is a limited number of customer but those customers are prepared to spend
money on the type of quality of product they want.
Another significant trend
regarding future of advertising is the growing importance of the niche market
using niche or targeted ads. Also brought about by the Internet and the theory
of The Long Tail, advertisers will have an increasing ability to reach specific
audiences. In the past, the most efficient way to deliver a message was to
blanket the largest mass market audience possible. However, usage tracking,
customer profiles and the growing popularity of niche content brought about by
everything from blogs to social networking sites, provide advertisers with
audiences that are smaller but much better defined, leading to ads that are
more relevant to viewers and more effective for companies’ marketing products.
Among others, Comcast
Spotlight is one such advertiser employing this method in their video on demand
menus. These advertisements are targeted to a specific group and can be viewed
by anyone wishing to find out more about a particular business or practice at
any time, right from their home. This causes the viewer to become proactive and
actually choose what advertisements they want to view.
Crowdsourcing:
Crowdsourcing involves
obtaining work, information, or opinions from large group of people who submit
their data via Internet, social media and Smart phone apps. E.g. McDonalds
Burger builder.
The concept of crowdsourcing
has given way to the trend of user-generated advertisements. User-generated ads
are created by consumers as opposed to an advertising agency or the company
themselves, most often they are a result of brand sponsored advertising
competitions. For the 2007 Super Bowl, the Frito-Lays division of PepsiCo held
the Crash the Super Bowl contest, allowing consumers to create their own
Doritos
commercial.
Chevrolet held a similar
competition for their Tahoe line of SUVs. Due to the success of the Doritos
user-generated ads in the 2007 Super Bowl, Frito-Lays re-launched the
competition for the 2009 and 2010 Super Bowl. The resulting ads were among the
most-watched and most-liked Super Bowl ads.
In
fact, the winning ad that aired in the 2009 Super Bowl was ranked by the USA
Today Super Bowl Ad Meter as the top ad for the year while the winning ads that
aired in the 2010 Super Bowl were found by Nielsen’s Buzz Metrics to be the
“most buzzed-about”.
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