Digital Media Convergence in Relation to
Advertising and New Media
Digital media convergence is a
phenomenon that has taken the media industry by the reigns. It has completely changed
the way companies approach their customers need in regards to their advertising
campaigns. According to Dwyer (2010) digital
media convergence “…is the ability of consumers to obtain multiple services on
a single platform or device or obtain any given service on multiple platforms
or devices…” Dwyer means that the industry now has the ability to present to
consumers through platforms such as mobile phones with video and TV compatibility,
radio and digital radio, the internet and TV with radio and internet
compatibility. All of these platforms have converged over time to accommodate
this changing industry.
Media industries have transformed both culturally and structurally due to this change in approach. Culturally, companies have converged their thinking into customer focus orientated. This in turn incrementally changes their structural practices in terms of publishing strategies, management and workplace development. Some media companies turn to experiment with both pricing and advertising options to customers. For example CNN.com provides free video contents to its customers with commercial advertisements. It also offers free commercial-free access to video content at CNN pipeline, for which customers need to pay a fee (Fan et Al., 2008).
Digital media has lead to the
formation of the three screens advertising campaigns, according to McColl (2010)
there’s an “importance for stakeholders to understand the specificities of each
of the three screens (TV, internet and mobile)”. Television is perceived by
responds to the most powerful advertising medium and it’s most effective for
brand awareness-related objectives. The internet on the other hand, is
considered as a quasi-mass medium but the development of behavioral targeting
technologies can help advertisers segment their audiences using relevant
behavioral criteria such as fields of interest according to keyword search,
browsing interests or even email contents says McColl (2010). And finally the
mobile phone is the most personal medium of advertising since each of its
devices is associated with one particular individual, and it therefore allows
personalized target campaigns for a certain audience or age group. One response
to the difference in the screen sizes between the three media should be compelling
enough to justify that advertising contents be specific to each medium (McColl, 2010) . For example
Verizon uses all three screen advertising to target its customers and different demographic via TV, internet and mobile.
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Furthermore, there are a few reasons that media and network companies are
quickly embracing online channel as a means of advertising. First, technology
advancement, especially broadband and digital media streaming technology, which
has made it much more easier for consumers to access and download programs over
the internet (Fan et Al., 2008). For example high-definition monitors can make
viewing experience pleasant, there by selling media and showing advertisements
online provides an additional revenue sources for media companies. Media and
network companies typically have high fixed cost in producing programs says Fan
et Al., (2008) as they create programs where the marginal distribution cost are
low. Thus, any additional channels that can help distribute their programs will
be a plus for the media companies through advertising. For instance, the “CBS Chief
Executive Leslie Moonves admits that it is the company’s strategy to exploit
content across as many platforms as possible” says Fan et al, (2008, p.145).
Most importantly, there’s a massive change taking place in most media industry.
That is, digital technology and high-speed internet are fundamentally changing
the way media and broadcasting companies distribute their products. How and where
consumers will get information and entertainment programs which turn to evolve
in a bigger way. Network and media companies have to introduce the idea of
different means of content delivery as TV, radio and entertainment programs have
to be tailored to suit the customers need. Introducing a customer oriented
mentality means they will be able reach their goal audience, thus increasing
their ability to reach their own company goals.
Foxtel’s latest campaign uses the
traditional format of television and internet to advertise, however they use
digital media convergence in the dialogue of the advert as well as the content.
The advertisement uses visual stimulants to draw the consumer in, such as
famous actor Chris Hemsworth, as he speaks about the ways the consumer can be a
part of Foxtel’s world. He walks through a mediocre household engaging all
members of the family as he speaks directly to the camera. Chris talks about
the benefits and advantages of Foxtel.
These options are examples of digital media convergence as Foxtel has changed both their cultural and structural philosophy’s to provide customers satisfaction, which has then been reflected in their advertising campaign. Culturally it seems Foxtel has placed a high importance on customer needs which has lead to a structural change of branching out their media options. For Example: Traditionally, Foxtel was only available for customer viewing on TV but they have clearly adapted to the customers wants and have created different media platforms to view their program, such as the ability to watch Foxtel on your own mobile, internet tv, xbox 360 and ‘on demand’.
Thereby, digital media has become
interactive with advertising as consumers expectation to advertisements is more
likeable and interactive as it becomes entertaining in the message which is
drawn from it, as the interactive between digital media and advertising shape
consumer’s expectation on entertainment context (McColl, 2010) .
In conclusion digital media convergence in relation to advertising and new media has changed the way companies approach customers through its various media platforms by providing them with new media devices such as mobile phones with video and TV compatibility, radio and digital radio, the internet and TV with radio and internet compatibility. As a result, the consumers knowledge of product becomes easier as every aspect of media is been simplified into one form of advertising in a large scale or small scale but still providing consumers satisfaction in media.
Reference List
Journal article
McColl, Y. T. a. R., 2010. Practitioners' perceptions of advertising strategies for digital media. International Journal of Advertising , Vol. 29 (5), pp. 709-725.
Ming Fan, K. S. W. A. B., 2007/2008. Selling or Advertising: Strategies for Providing Digital Media online. Journal of management information system, 24(3), pp. 143-166.
Young, K., 2012. How Digital Media has changed the way we do business. Advances in Management , 5(3), pp. 5-6.
Reader
Dwyer. T (2010) Media convergence, McGraw Hill, Berksire, pp 1-23.
Images
Turner content solution 2012, CNN log, [online image] Available at <http://www.turnercontentsolutions.com/viewprogram/F64F2806-B489-4218-89D0-7F136F228ACB>, [Accessed 30 August 2012].
Verizon 2012, Verizon Promo, [online image] Available at <http://promo.verizon.com/omk/default.shtml>, [Accessed 30 August 2012].
Video
Foxtel Ad, 2012, - Chris Hemsworth: The Place Where Foxtel Lives. Drama 30, [online video], Available at <http://www.youtube.com/watch?v=9OMuDb-iHoQ>, [Accessed 30 August 2012].
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