Discuss technology (U24: P2, M1)

Learning Outcome 1 (U24): Understand the products that are producted within and across media industries

DISCUSS TECHNOLOGY (U24: P2, M1)

Convergence:

The term convergence refers the ability to have multiple media technologies are brought together on one device, for example smartphones can do the same jobs as newspapers and direction services such as GPS. 

The below infographics have been produced to focus on the advertising industry. I have created four infographics that explore convergence with this industry focus.

Discuss how the advertising industry has utilised developments in technologies including production technologies, marketing, distribution and ways in which audiences can now access products (U24:M1)

PRODUCT TECHNOLOGIES

The advertising industry has progressed massively with their product technologies, an example of this is interactive billboards, which allow increased engagement from audiences as the moving visuals are abundantly more enticing than static billboards, as static billboards don't allow the true message of the advertisement to shine through, due to the one dimensional picture that most likely audiences just ignore. Unlike interactive billboards because audiences can indulge in more of a story or timeline, as a result of this, audiences are given the ability to immerse themselves entirely with the billboard, and ultimately the message conveyed by the media companies, which would hopefully guide them towards the product or service being advertised which increases exposure as well as profits for the media company; as there will be an element of intrigue about the business from the gripping nature of the billboard. The use of AI chatbots used by media companies on social media such as Facebook and Instagram has become an innovative form of advertising. Chatbots can be linked directly into social media advertisements, for example, a video Ad on Instagram showcasing a new product may contain a chatbot pop-up provided by that media company, this allows audiences to ask enquiries regarding the Ad that was just watched, this also allows audiences to have access to 24hr availability to ask enquires from the company which is a quick and efficient way for media companies to gain interest from individuals and new consumers without interacting. The are able to access through their black box devices through WiFi or data interfaces. 

MARKETING

The evolution of marketing has increasingly developed. The advertising industry utilise these developments in order to maximise the reach and personalisation of media products to audiences. A prime example of a evolution is the platform 'seventhsense', this is an AI email marketing tool which sends out personalised emails at the most effective time and day to audiences and consumers, this is a great tool for busy social media marketers because the platform transforms a very time consuming task, extremely easy and successful, as the main aim is to communicate campaigns and advertisements to gain and maintain consumers and audiences through a personal approach. Nowadays, audiences can access their emails from their smartphones, rather than having to use a seperate device such as a computer, given that these emails will go straight to the audiences email inbox on their smartphone, this tool makes it very easy and accessible for audiences to receive the promos and advertisements sent through the AI 'seventhsense' marketing tool to ensure audiences are gaining the most interactive approach in order to gain a sense of speciality from the company, which will ultimately urge them to give in to the advertisements and email promos, as there will be an increase in their connection with the media company. 

DISTRIBUTION

There are many new and innovative ways for the advertising industry to vastly distribute advertising videos and content, one of the ways they can achieve full exposure is through hashtags. Hashtags are a very effective way to ensure the distribution of media products and Ads are reaching wide audiences if necessary, as they can be altered to place for example, a British media company advertising to the Middle East they would simply apply #middleeast or e.g. #saudiarabia in the caption, for instance in order to reach the desires countries or regions. Advertising companies can also specify their content reach through hashtags by specifying elements of the Ad within a hashtag, for example an Ad about skincare they can hastag the specific products used within the Ad, by media companies utilising this, audiences can access the Ads when searching specific hashtags which will direct them to the Ad from anywhere in the world, which gains maximum exposure for media companies, this allows audiences to discover new products advertised by media companies through searching via hashtags, and also makes finding their specific content easier, as there is no need to use the internet and scroll for ages to find what they are looking for as they can access desired content faster through social media hashtags.