The Changing Role of Online Advertising in the Mass Media - Report Example

The changing role of online advertising in the mass media Introduction Advertising is an integral component of the global consumer culture. A driver of trade and business, advertising has grown to become a distinct area of research and the source of major influences on cross-cultural identity formation. In the modern world information technologies offer new opportunities and new kinds of advertising. According to recent researches, “online advertising to consumer time ratio is circa 50%’, which is quite significant amount and thus, implies great advertising possibilities hidden in internet marketing” (Walters 2009). This point of view was confirmed with general opinion expressed in BBC News in 2006 that print and TV media are not able to meet current marketing needs, which could be satisfied with online resources. It can be explained by the low cost of internet advertising and by the fact that now when people spend much time in the internet, internet advertising can be used not only for internet business but for any kind of business (Walters 2009). Globalization and integration of markets speed up the development of new, transnational advertising frameworks. Countries, which used to be isolated from the rest of the world, can no longer resist the pressure of information and communication interventions. A concept of taste has been vividly discussed and explored since 18th century. Currently, modern viewers feel a great distance between their objects of admiration and the way producers or marketers have developed their creative strategies. A position of a modern audience is a position of an individual experienced in the estrangement. The given paper will prove that online advertising did not become less valuable during last decade, but its role and the purpose of its application was changed greatly. Origin of internet advertising It is commonly accepted that history of internet advertising originated in far away 1991, when CERN presented their brainchild – World Wide Web in Switzerland (Abbate 1999). Firstly, internet was exploited by grass roots around 1994, when such companies as AT&T, MCI, Sprint, and Volvo asked HotWired to develop online ads for their sites (Singel 2010). However, the practice was not very popular, because online connection was pretty slow, internet resources were not developed, which caused serious inconveniences. At the end of 1994 Roy Schwedelson one of the first promoters of internet usage for commercial goals, gave a speech about online marketing possibilities at the Information Superhighway conference in order to stimulate more agencies to exploit the Web for advertisement goals. In January 1995 Prodigy firstly put their online site on commercial base for the subscribers. Soon, such companies as MCI, Air Walk, and Jim Beam followed their example. In response for increased interest in online ads NetScape, Google, and InfoSeek started to develop structured official platforms for advertising. In 1996 further initiative in internet marketing was taken by Microsoft, which became the leading Web advertiser in short time (The history of internet advertising) Probably, the first noticeable online advertisements appeared at AT&T and Procter & Gamble sites, when they realized advantages and great future of internet technologies and started to invest serious money in their web pages development (Herman & McChesney, 2004). Gradually, more companies and marketing agencies appreciated how they could gain from internet advertising and it could be said that at the end of 1997 – beginning of 1998 the industry got general commercial acceptance. By 2001 such dinosaurs of World Wide Web as Google, Yahoo!, Microsoft, American Online, and Amazon achieved the record number of views, which contributed about 125 to 442 million users. (Silk, Klein, Berndt 2001) Types of internet advertisements Such phenomenon as globalization caused many changes even in the most developed and powerful countries. That is why the economy of the countries, which were not considered the powerful players on the global market before, was influenced much and this influence is considered as positive as it brought many new opportunities. The dynamic world of development and rapid changes and outcomes in the world of marketing can lead to shifted paradigms in advertising. Thus, it was relevant for the advertising company in the past to develop brand promising name, to provide the process of advertising with control, stability and monopoly; to unite customers and markets etc. All these strategies of advertising could have been realized by means of printed media, TV or radio broadcasting. Now, look around and you will see outside billboards, sms informing, Tweet updates and other forms of instantaneous ads! Therefore, nowadays brand values should be considered from another perspective: brand fulfillment, interactivity and transparency, as well as trust, innovations and creative execution. There are different key issues in the concept of brand value. Modern advertising companies find it necessary to offer new products and services as the only possible option for brand advancing. Moreover, their primary means of advertising is Internet, online media, social networks etc. Actually, these global innovative and technological changes are caused by an abundant excess of information technologies. Brand people and customers should realize numerous perspectives for outstanding rights for ownership new clothes, goods and services. Online media is a helpful tool to do this. Banner ads were developed to favor direct sales, which are also called branding sales, primarily. This kind of ads is similar to brick and mortar billboard ads, which main task is to provide consumers with certain information about particular brand briefly and awake their interest (Harris). Moreover, online banners usually imply that users would undertake some actions like clicking the banner or searching for further information. However, recent researches showed that nowadays banner ads are supposed to be quite ineffective: just 2-5 people out of 100 click the banner while others simply ignore it (Wilson 2009). Unicast ads are supposed to be more effective than classic banner ads and are presented with some kind of mini video commercials, which motivate people to learn about goods advertised more and buy them (Brain, 2009). Sidebar ads are also known as ‘skyscraper ads’ and are usually located on the both sides of web pages in vertical position. Such location allows making sidebar ads of larger size without interfering the main content of sites. Sidebar ads have proved their effectiveness having click-through rate 2-3 times larger than standard banner ads offer. Pop-up ads are designed as separate windows, which pop-up when users visit some site. They are regarded as quite irritative, but still bring more profit than classic banners (Wegert, 2002). Floating ads appear on certain sites for several seconds (usually, from 5 to 30 seconds) as separate windows drifting on screen. Floating ads are quite effective as they provide about 30 clicks per 1000 appearances; although a lot of people consider them as very annoying. Blogging ads are considered to be indirect advertisements, which are located on various free blogs or social networks in comments or just within main content of sites. Recently, blogging and social network ads have become one of the most popular and effective way of marketing due to their cheapness, low-pressure and prevalence. (Brown 2007) Search engine submission means that certain site is registered in search engines, which would provide information about it when users enter particular key words. Obviously, the higher rank sites have, the closer to the top they appear and thus, more internet users visit them (Search Engine Marketing and Online Display Advertising Integration Study 2009). In order to get higher rank sites should be connected to other sites and provide qualitative content. Text links are designed as HTML addresses of sites in internet, which enable users to switch to web pages with needful information, and are widely used in World Wide Web (Stirn). Usually, several sites agree for cooperation and locate links of each other on their own sites for free or on paid basis to make surfing in internet more convenient. Real-world online advertising campaigns According to Donaldson (2009), the most prevalent advantage of internet advertising is that ‘several ads can be served against the same content all updated in real time’. Therefore, it is not surprising that a lot of companies have began to launch their own online advertising campaigns competing in attractiveness and originality, which could sometimes verge on madness (Herman and McChesney 2004). One of the most successful examples of online marketing is associated with Coca-Cola Company, which made an agreement with such powerful search engines as Google and Yahoo! in order to spread the information about their products more effectively. The company also created pages in Facebook, MySpace, and Twitter, which are nowadays powerful social networks, allowing Coca-Cola fans to cooperate and exchange their experience (Berkowitz, 2007). Coca-Cola Company posted a lot of links on YouTube, which are aimed to attract and entertain people with Coca-Cola advertising videos online at any time. Such stable internet marketing has provided the company with strong popularity among all circles of young people, which are their target consumers (Herman & McChesney 2004). Apple Corporation, which developed their first computer in 1976, started successful and effective advertising campaign just from their first presentation in public. In 1984 they organized online real time SuperBowl broadcasting of their Macintosh personal computer and conducted online demonstrations of Apple computers’ possibilities (Bruno 2005) Media and taste The way people perceive advertising depends on the people’s preferences, taste and fashion that also change over time. While the taste of people changes, media tools should also change. The ability to judge or perceive art is currently substituted by a wide range of online information concerning any existent cultural phenomenon. Another well-known critic of taste of the XX century, Clement Greenberg, talks about high art and low art and names them “avant-garde” and “kitsch” respectively. “Kitsch” is closer to wide masses and “avant-garde” is closer to those who sets the concepts of taste. Greenberg underlines “purity” of high art as “an end in and of itself; it is a medium which serves to reveal and realize the qualities of its particular medium” (Miller and Schlitt 1985). In case a modern viewer cannot discern between high and low art he becomes “blind” and thus loses his ability to evaluate the degree of influence caused by media on him. Moreover, currently media produces mere products or tools. In accordance with French ethnographer Bourdieu “what is "tasteful" are determined more by her social standing than any special ability to experience and appreciate the sensory, aesthetic, or social world” (refer to Jerrad 2002: 32). Currently, modern public shapes its sense of taste under influence of the media. TV shows and advertising campaigns have shaped our ideas about taste in every sphere of our lives. Still, the most important for us is not what we wear, but where we live. The role of interior design plays a crucial role in formation of the individuality; it programs further life and social role we play in the society. Home decoration entertains us and gives us a chance to dream about a beautiful life that is so close…Print ads that are available online or in printed sources have become common images to follow for us. All of us are striving for creation of a beautiful and cozy nest. Ads set a perspective that we have on our homes. Therefore, aesthetic taste is being currently shaped under the influence of trend and popular colors, furniture etc. In other words, mass media sets templates or examples that we have to follow or follow unconsciously. There is a great difference between taste is represented in TV shows on interior design and advertising campaigns. (Hidden Gem for Interior Design 2010). During TV shows on interior design, people have a chance to consider the relevance of color palette to their own house. On the other hand, accessories or furniture that is advertised does not necessarily match with our houses. Therefore, the main focus of print advertising campaigns on interior design are focused on “the user as a consumer, a game-player, a supplier, an operator, a poet, a thinker, a draftsperson, and an administrator all rolled into one-sometimes as a private person, sometimes as a professional, but most of the time as both” (Hesse & Hesse 2003: 39). Thus, interior design advertising campaign have a bear marketing goal – to sale the things that are advertised, but they should meet the requirements of the modern customer that integrates numerous proficiencies, special features, peculiarities etc. A global spirit of the modern interior design has shifted design from an objective creative sphere to a means of communicating creative ideas of some talented and not individuals to other people. The intimidating feature of a wide-spread interior design advertised images, as well as other images are the following: “The more images we absorb, the less impact they have on us. Each new image invites the next; each one seen invites another one as yet unseen. This accelerating acclimatization is causing a major headache for communications professionals” (Hesse and Hesse 2003: 41). Therefore, taste has become a product of reflection and consumption of the enormous number of people and as a concept it may soon disappear at all. The definite borders of taste will be lost because of degrading and a consequential drowning in the abundance of print images of different interiors. Marketers do not intend to penetrate into the mental depths of potential customers; it is easier for them to develop new images that would be followed by the nation. The opportunities for modern advertising campaigns are so huge that they have almost exhausted. Maybe, there is a need to return to basics and propagate basic values as the core values and means of interior design than to invent innovative crazy images? Such countries as Germany, The Netherlands, Austria, and Switzerland advertising campaigns of interior design have been reshaped in accordance with the classic motifs (Hesse and Hesse 2003). The change of role of media and the rise of guerrilla marketing Advertizing is not a driving force of trade any more. Now it is time to take this fact for granted. It captivated everything around and causes only irritation instead of interest. Now people ignore not only banners, but also any other advertising elements. Now practically all the Internet users behave this way. And in real life in principle is the same – we diligently avoid any manifestations of advertizing. Today traditional methods of advertizing do not work effectively any more. Marketing specialists have to look for more interesting and unostentatious ways to attract customers. The concept "guerrilla marketing" was introduced by the famous American advertisement maker Jay Levinson in 1984 when his first book with such a title was published. In it he described low-cost methods of advertizing for small business in detail and convinced readers what it is possible to achieve magnificent results even with small budgets. “Guerrilla marketing was conceived to primarily target existing customers rather than new ones, aiming to increase their engagement with a product and/or brand. When selecting audiences for a guerrilla message, a group that is already engaged with the product at some level is the best target; they will be quicker to recognize and respond to creative tactics, and more likely to share the experience with their friends” (Guerrilla Marketing). And though the definition of guerrilla marketing wasnt given in the book, the term received great popularity and started to be actively used by advertisement makers. Now "guerrilla marketing" can be understood in two different ways: - Low budget and non-standard marketing described by Jay Levinson in his book; - Hidden marketing (when consumers dont suspect that they are affected by advertising). According to Levinson, the main difference of guerrilla marketing is that it includes cheap and unusual methods. Generally it is the use of original business cards, creative booklets, stickers, cards and the tricks, which allow to reach clients before it the competitors reach them. Such type of advertising can be seen on bookmarks, t-shirts, stickers, packages. “A variety of creative methods can be employed—and indeed, one of the principles of guerrilla marketing is to use a combination of methods. Graffiti (or reverse graffiti, where a dirty wall is selectively cleaned), interactive displays, intercept encounters in public spaces, flash mobs, or various PR stunts are often used. While using a variety of methods, the overall marketing message should be consistent. Repeated sightings of the surprise message build interest, and changing messages for each stunt tends to confuse or diminish a consumers interest in the brand” (Guerrilla Marketing). Sometimes guerrilla marketing can be hidden. It happens when consumers do not understand that this is advertizing. The information is transferred by means of artificially created discussions, comments, responses, etc. Forums, blogs, social networks, area of comments of any site and even a simple street can act as platforms for the hidden marketing. Quite recently Sony Ericsson carried out a very interesting advertizing campaign of new model of a phone, during which 60 actors were involved. They simply asked passersby to make their photo and told them about its advantages during the process. This is the main advantage of the hidden marketing – the consumer doesnt see a dirty trick and perceives the submitted information as personal experience of another consumer. Some even consider this method to be dishonest and immoral. Conclusion: the future of advertising In the current research in this field, it is evident that future advertising will turn into a gatekeeper, which identifies a certain brand or some innovations and, in accordance with the newly occurred patterns of behavior, will create possible solutions. There is an option for the advertising companies to find solutions with the help of one of the following channels: user content, video games, blogs etc (Adeniji 2012). Actually, it is a broad and interesting idea, because it is very important to realize the importance of innovations importance, strategies and tactics of information interpretation by the media. To be shoulder to shoulder with the customers/ followers is a rare opportunity for advertising agencies in developing countries. Unfortunately, there is a lacking of manpower in the country (Olatunji & Thanny 2011). Printed media and TV ads are effective for older population or families with low incomes, as a rule. A younger generation prefers Internet surfing and they are focused on instant updates about innovative goods and services in the market. Employment patterns etc are changing and different forms of devices are required by the modern customers. Consumers pay much attention to advertising on their mobile devices. A desired audience is chosen by means of mobile technologies. From different perspectives, advertising campaigns in should be updated with respect to the needs and wants of people (Chukwueah 2010). Advertising is often known as "ubiquitous ... brash ... pervasive ... materialistic ... dynamic ... annoying ... indispensable ... fascinating ..." thus focusing on the attributive characteristics of it (Norberg 2003). Very often, advertising is criticized by the modern researchers and they often claim that advertising exerts a powerful influence on the modern people: with a numerous presence of advertising companies, it is important to keep people updated in the process of education or training. Thus, potential customers will be kept updated about the necessity to buy one or another product or use any service (Chukwueah 2010). Therefore, the quality of the products and services in the world markets is very important, but the main attention is paid to attributive characteristics of ads produced on media. A special attention is paid to the appropriate target audience. Otherwise efficiency of advertising is much lower. Advertising industry is developing and growing fast. The growth is so rapid due to the introducing of digital platforms, many confident and competent customers etc. The companies which operate worldwide have already noticed the rapid development of advertising industry and try to benefit from that as much as possible. World market can’t operate without taking into account so big and powerful players. Many advertising experts now compete in being interesting and innovative and this can make a good start for many positive changes in the advertising market. Advertising in the present time is strongly associated with high technologies and huge possibilities in all spheres of human activities, which World Wide Web offers. According to recent researches, ‘online advertising to consumer time ratio is circa 50%’, which is quite significant amount and thus, implies great advertising possibilities hidden in internet marketing (Herman, McChesney 2004). Advertisement industry is one of the most innovative spheres of business and it is not surprisingly that companies quickly perceived all the advantages of online advertisements and have used it heavily for various marketing purposes recently (Herman, McChesney 2004). There are many types of online marketing, which include banner ads, unicast, sidebar, blogging and social network ads, pop-up ads, search engine submission and optimization, text links, floating ads, e-mail ads and many others. In case of wise and timely application of numerous online means of advertisement as and Coca-Cola and Apple Corporation have demonstrated, companies could achieve astonishing results spending much less than for print and TV marketing campaigns. However, in order to advertize in web successfully, it is necessary to take into account the taste of consumers and the changes which happens in the world. References 1. Hesse, C. and Hesse, K 2003, Whats Next? 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