Digital Media Convergence In Relation to New Media & Advertising

Digital media convergence in relation to new media and advertising represents a new shift. According to most experts, it is a process whereby new technologies are contained by existing communication industries and media as well as cultures. It involves the improvement of media framework with the assimilation of mass communication outlets like radio, print media, television, and internet. Therefore convergence can be viewed as a new common method of representing, keeping, and transmitting information. Actually, digital convergence is a thoughtful change that does not happen only in technological sectors, but also in cultural, industrial, and social platforms. Because this kind of transformation is happening so close to people, it is something that affects their lives as well. Therefore, the society become accustomed and transforms according to media convergence (Dwyer, 2010).

 The importance of this kind of invention is not something that stays with redeveloping of the medium with a common material. Rather, it is the introduction of a fusion of a completely innovative medium. For example, people can now have access different kinds of entertainments, news, contacts, and plans while travelling with their iPhones simply with a click. Similarly, devices like XBOX 360 are not just use to play games, but can contribute significantly to a whole home entertainment (Dwyer, 2010).

 As a result of its impact across several platforms, learning how to operate with the new media and technology as a benefit has become important for advertising firms because they are forced to recognize this particular change. Currently, advertisers are looking for new frameworks so as to use interaction between new media and consumers. This is because the traditional of advertising is not so effective and usually avoided by many people. In addition, advertising organizations are putting their heads together to imagine about creative ways to approve brands and look for income (Jenkins & Spurgeon, 2008).

 Because media convergence allows advertisers to provide information and entertainment using several types of media, it offers different tools of advertisement ranging from an ordinary iPhone to YouTube. Therefore, the advertising mixed with new digital means of communication become more influential for customers. Some of the techniques of creating new kinds of marketing with regard to new media include incorporation of products into naming segments, shows, advertorials, pop-up bars, live sells and free samples among many others (Jenkins & Spurgeon, 2008).

 Despite the achievements of some online advertisements, questions regarding the impacts of new media advertising have been raised. It is believed that 48 hours of video information is uploaded every single minute into YouTube. Similarly, it is estimated that about three billion videos are accessed on the site on daily basis across the world. Research undertaken by Business Inside, You tube leads in terms of new media demographic consumers. In fact, the site has so far purchased intent turnover by 14% as compared to an ordinary television advertisement. In addition, the research shows that a 15 % additional intent is to propose a brand that has been previously advertised on the site. Actually, what makes advertisements on you tube very successful is the idea that consumers are interacting with the advertisements more than they actually know. Because, they spend more than enough time viewing or watching video than they would do on a normal site, it is important that they take in the advertisements without actually realizing it. Of all the measures taken to sell many products, advertisements shown on the main heads of You Tube have revealed a bigger influence on its customers. Advertisements have selected an advertising outlet like You Tube because the effect of a website takeover is very strong (Jenkins, 2006).




Just like several areas of marketing, the process of advertising is transforming quickly. Some people argue that transformation has impacted on advertising more than any other marketing operation. For example, whereas many different media channels are accessible for communicating with consumers, the capacity to differentiate between channels is appearing to be challenging because of the convergence of several media types. In advertising, convergence, and digital convergence to be specific, refers to a highly increasing trend used in computer technology to provide media programming and information. Actually, convergence makes it possible for the for one media outlet to manipulate features as well as benefits provided through other media channels. For example, over so many past years across the globe, television programming is currently provided in a digital way through telephone, cable or satellite. This delivery approaches uses similar techniques of information provision that are used to enable someone connect to the interne (Dwyer, 2010).

Convergence of internet and television paves way for many possible opportunities for advertisers to target consumers in ways that are not available in traditional forms of advertising. For instance, technology may enable advertisements provided to a particular household to differ from advertisements provided to a neighbor’s television despite both households watching the same program. However, convergence is not just operational in televisions. Most of the media channels are facing convergence as seen in print media that currently have a strong web presence. The prospects hold even extra convergence chances. These include outdoor advertisements on billboards that change display as car having geographic positioning systems (GPS). It will also include direct mail cards that have various messages on the basis of data that compares household address with television viewing characteristics (Dwyer, 2010).

The shift to digital convergence offers marketers with the relevant resources necessary to monitor the activity of users called digital information. Any media channel that depends on computer technology to control the movement of information does so by using electronic signs that ultimately create computer information. In simple terms, electronic information is reflected by either an “on” or “off”. In computers, this language is further represented by either “0” or “1” hence the name digital information (Dwyer, 2010). 

All the digital information can be kept and later analyzed. For media channels, delivering of information in digital format, the potential exists for more tracking and comparing it with information about the person getting it. 

Whereas media convergence provides marketers with more options for tracking reply to advertisements, such action also increases ethical and legal worries. 
Most consumers are not happy to know that their activities are being controlled when they engage a media channels.

References: 

Jenkins, H., 2006. Convergence culture. New York, New York University Press.

Spurgeon, C, & Jenkins, H., 2008. Advertising and new media. Oxon, Rutledge. 

Dwyer, T., 2010. Media convergence. New York, McGraw Hill.