MAS110 Sem 2 2012 - Lab 10

Digital Media Convergence in relation to Advertising and New Media                                  

Nowadays, digital media convergence has become an outstanding phenomenon in contemporary mediascape.The convergence of commercial activity such as advertisement with new media forms are now highly accepted by both advertisers and consumers.Media convergence is more than simply a technological shift. Convergence alters the relationship between existing technologies, industries, markets, genres and audiences. According to Jenkins,the term digital convergence refers to the flow of content across multiple media platforms, the cooperation between multiple media industries and the migratory behaviour of audiences(2006,2).This essay will discuss the phenomenon of digital media convergence related to the advertising and new media in positive and negative sides. This essay will focus on the advantages of posting advertisements online which are firstly the less cost and more effective.Moreover,Internet advertising is a easier way to get responses from the public.However, the disadvantages in the spreading of junk advertisement and inveracious information can not be ignored.

Firstly,compared with the traditional methods ,posting advertisements on newspaper or magazines,online advertising is a wise strategy which can reduce a large amount of budget and also obtain more effective feedback.This is because the circulation of different media forms such as newspaper,TV,Websites and social network(Facebook) allow audiences or consumers have the chance to access all kinds of advertisement forms without location and timing barriers.The rapid migration of advertising from print to online media has been powerfully driven by the increased control that online,search-based publication extends to end-users over many aspects of daily life.Many large national and transnational advertisers are now choosing a new media performance to increase the popularity of their products such as the convergence for the advertising and film industry. For example,according to Sporgeon, BMW company made one of the most dramatic recent forays into branded entertainment.The advertising agency came up with a idea to make and distribute a series of advertisements for BMW that took the form of short films with the placement in James Bond movies.With an estimated budget of 15 $US15 million,BMW Films successfully brought BMW into direct contact with a highly desirable demographic of affluent,young ,new media users which are not easily reached by conventional advertising means. Instead of spending 10% on production and 90% on distribution,BMW films reversed these budget rations(2008,p,53). Hence,the feature of cutting budget and having effective influence can be a benefit of advertising online combined with new media forms.

Secondly, Internet advertising now has been seen as a testing ground due to the advantage of easier to receive responses and feedback from the general public. This is because a large number of consumers can access to the skills and resources needed to be fully participants in.Consumers or audiences have the chance to make comments or give opinions to particular products. If the commodity is not that well-accepted or demanded by the public then the company can make related decisions, in this way it can help firm to reduce the risk in the large extent.For example,Coca-Cola in Australia has been developing a branded entertainment and community-building strategy that leverages teenagers' interest in live music.It has expanded quickly from a number of modest alcohol-free,live music events for under 18-year-old to a major effort to cohere a community of brand users through a shared love of music.It integrates a programme of live concerts with promotional activity at numerous targeted touchpoints,cinema advertising ,FM radio spots,the Coca-Cola website and other new media forms all involved in this commercial activities.Up to 49,000 people joined these events in 2003 and 2004 and more than millions of participants shared the link in Facebook and Twitter to show their support. The Coca-Cola company has received massive positive feedback of holding this event so they start to decide to conduct more activities in the rest of the world. Thus,once advertising has merged with new media,the comments and opinions from the public can lead a bright way for company to continue their next commercial strategy.

However,people who are bothered by junk advertisement and inveracious information hold a negative view.As a result of the high frequency of access to the Internet,audience has recognized that junk advertisements exist in everywhere and that really disturb the process of working or
reading.According to the research which conducted by Jing and Ling, due to the development of new meida,huge junk mails are created and the research also states that on average one person will receive 20 or 30 junk mails per day and most of them in the forms of e-mail and websit. Because of the advertisers have awareness of the the large base of audience and great effects about the online advertising,they begin to post advertisement in all kinds of media forms.what is worth,online fraud and inveracious message also become an issue in today's media environment. In this situation,a group of audience prefer to choose traditional media forms such as newspaper and printed book to avoid the junk information.Therefore,some harmful sides resulted by new media advertising can not be ignored.

In conclusion,this essay has discussed both positive and negative sides of the phenomenon of digital media convergence in relation to the advertising and new media.It is suggested that positive impacts which are cheaper and more effective is superior to the negative sides. Because the application of new media and branded entertainment of advertising make the media market become more interesting and attractive.

Reference:
Text:
Sporgeon.C.(2008) 'Advertising & New Media ' oxon routledfe,pp.24-45
Jenkins,M.(2006) 'Convergence Culture' p.54
Jing.W,Ling.W(2010) 'The advertisement spam image filtering method b
ased on image edge 'p.13.
Video:
http://youtu.be/rIHGT8vWleQ 
http://youtu.be/7pZ61JZMeiI
Picture:
http://www.google.com.au/images.new media.