Discuss technology (U24: P2, M1)
Learning outcome 1 (U24): Understand the products that are produced within and across media industries.
P2 (U24): Explain the use of converging technologies within an identified sector
Convergence: The interlocking and merging of mass media technologies, traditional media, and digital media into one.
Production technologies
One way in which technology has developed is through interactive billboards,a promotion that requires active participation on behalf of the audience. An example of this is Reebok. Reebok installed a speed camera and tracking technology that challenged people passing to run past the display. If the person could beat a certain speed they would be rewarded for their quickness with a pair of ZPump 2.0 shoes, which they were advertising. This allows audiences to engage and interact with the campaign, which raises awareness which will result in more people accessing the campaign. This differs to traditional billboards which are print only.
Another way in which technology has developed is through smart televisions. A smart television is a traditional television set with integrated internet and interactive Web 2.0 features, which allows users to stream music and videos, browse the internet, and view photos. Smart televisions are a technological convergence of televisions, computers, and digital media players. Through a smart television audiences are able to access different advertising campaigns. There is a variety of ways this can be done, including watching the video advert on YouTube, to searching for it on the search engine on the internet and accessing the different billboards and posters. As well as this, one is also able to connect another one of their devices, such as their smartphone, to the television.
This differs to traditional televisions in which they only show free television programmes and commercials.
Marketing
The industry has utilised developments in marketing in order to reach audiences and their needs more effectively. One of the ways in which this has been achieved is through the use of hashtags. For instance, on Instagram, brands usually make a hashtag in order to associate the pictures they are posting with the advertising campaign. It also means that audiences can click on the hashtag and be taken to a page with a variety of different posts and adverts associated with the campaign. An example of this is Cola Cola's Share a Coke campaign. Coco Cola encouraged their customers to take photos of them interacting or consuming the drink, and to share it on their social media with the hashtag #ShareACoke. Coco Cola would then share these pictures to their own social media for the rest of the world to see. This has resulted in thousands of people unknowingly provided Coco-cola with free marketing, as they are advertising it.
One another way in which the industry has utilised developments in marketing is through QR codes. Smartphones now have a QR scanner function within the camera application, which means that these QR codes can be scanned anywhere at any time. This is a quick and easy way for audiences to access the advertising campaign. Digital forms of marketing such as QR codes can enhance traditional forms of advertising, such as billboards. This is because the billboards can consist of a billboard that audiences can scan and automatically be taken to a page in which they can access the product being advertised.
Distribution
Lastly, the industry has utilised developments in distribution in order to share their advertising campaign with audiences more effectively. One of the ways in which this has been achieved is through streaming services, such as YouTube. YouTube is able to distribute advertising campaigns, through posting video adverts, for example. In addition to this, these streaming links can easily be shared, which means that a mass amount of people are likely to access the video advert. These video adverts can be posted by the brand who created the advertising campaign, or can feature as advertisements on other videos. This means that it appeals to a mass audience as those who they are not intentionally targeting are likely to come across the campaign in this way. However, it could also target their target audience because they record statistics of what content users are consuming. For example, if one was consistently watching make up tutorial videos, they may come across more advertisements for beauty products. There is also a discovery page on YouTube in which different videos come up that are trending, or are similar to videos that you have watched previously; and this could be another way in which they can access the advert. YouTube can easily be accessed on any computer, smartphone, tablet, and laptop.
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