11: What impact has there been on the way in which the audience now consume the media products/texts involved in your case study?

How does it differ from what went before?

Life used to be so simple – one screen, three national broadcast networks and a handful of local TV stations in every market. Then along came cable, considerably expanding both the choice of channels and the time available to view them. Television programming has since migrated online and across a variety of mobile devices, while an array of newer technologies, showcased at this year’s Consumer Electronics Show, promise to deliver all sorts of Internet content to digital TV sets anywhere in the home. Will online advertising become more valuable to all concerned?
For broadcast networks, online ads may present new revenue opportunities – even with smaller audiences online – given the ability to better target advertising.

Media consumption is changing and in turn it is changing how consumers choose to interact with brands. The average consumer today spends 14 hours watching TV each week and 14 hours using the internet, according to a new EIAA Report. Increasingly those hours are shared: the most valuable and influential consumers multi-task their media consumption, actively using digital media whilst engaging with traditional channels in the background. Integrated campaigns that incorporate digital thinking within marketing strategy are a must for communicating effectively with these consumers.

Digital media consumption does not cut consumers off from brands as once feared; instead it is growing their ability to consume brand messages.

10: What impact has there been on how the media institution now has to produce the texts and the way in which the texts/products are distributed

and exhibited?



The campaign featuring the new 7 seat Grand C-MAX car, created by Ogilvy & Mather in London and digital production company Grand Visual, allows users to interact with the car simply by holding their hands up to the screen. Virtual buttons allow the user to choose the colour of the car, open doors, fold the seats flat, turn the car 360 degrees and select demos of the car’s key features such as Active Park Assist.

This is the first outdoor augmented reality campaign to use 3D depth imaging technology in the UK. They keep away from the traditional billboards in favour of more immersive technologies which allow consumers to interact more intimately with the brand that wouldn't be possible with a poster.

8: Who are the primary target audience now and has this changed? Who was it before and how do you know?

In 2000 26.8% internet users as percentage of populattion used the internet, these were in small businesses. In the second quarter of 2004, 52 per cent of households in the UK (12.8 million) could access the Internet from home, compared with just 9 per cent (2.2 million) in the same quarter of 1998. Targeted advertising, to be truly effective, must start with a real understanding of the audience that you aim to engage. Advertisers are concerned of reaching a large engaged audience. It attracts the people who are plugged into the digital world. It is difficult to target children in digital advertising because their use is limited or most often they have to be accompanied by an adult whereas before all audiences watched TV.

The Coca-Cola Zero campaign used super-expanding banners within Windows Live Messenger to deliver its Avatar-themed ads to a target audience of 18-34-year-olds, with remessaging used to drive awareness amongst an active online audience.The Messenger campaign reached an impressive 2 million users in the target audience. If this was advertised on TV, Coca Cola might have had a lower result because they cannot guarentee their target audience is watchin TV at that time.

Orange is slowly developing its audience and online advertising activities. Orange is also extending its audience and online advertising solutions to other screens (mobile, TV) in partnership with media and advertising players.

5: What are the political and social implications of the new technologies and the methods of their consumption?

Product placement is now allowed in UK television programmes.

Ofcom is responsible for the rules governing product placement, including what can and can’t be shown on TV screens.

....not much on this question, I'm going to pick another one.

4: Consider the effects so far, and possible effects in the future, on media institutions involved in your case study.

The sun, UK biggest selling newspaper, feel pressured to compete against technology such as the ipad, they desperatley try to enforce the idea of paper/print still being irreplaceable. They have established an online website that contains various interactive element; once u sign up you can join in discussions and view friends profiles. Although you don't have to be a member to take advantage of this interaction as there are other opportunities such as Daily Polls on The Sun that lets you vote on different topics.

From 1983 the launch of Wispa ad campaign and the appearance of the 'Gorilla' to present 'Eyebrows' ad , Cadbury has reached out to people on TV channels but has come to discover there's more of an advantage of digital technology such as the internet. You can interact, for instance post comments, vote, enter competitions; a great way to let people be a part of cadbury. This is the reason that digital advertising has become of increasing importance to Cadbury. 'All in all Cadbury Advertising in the 21st century is leading the way, just as it has done in the company's history.' New advertising is about the experience whereas old advertising is about creating the right anticipation. It is the future, traditional advertising methods like billboards, TV, radio might become incomparable.

Saatchi and Saatchi is a global advertising agency that are involved with brands such as T.mobile, Toyota, Lurpak. Recently they created a spoof video launched onwww.youtube.com/lifesforsharingof the royal couple walking down the aisle in a choreographed dance routine, inspired of a trend of wedding dance videos. The T.mobile clip has been viewed online- 21,349,448 views. They released the advert on the internet, with the number of views its clear how far the ad reaches out using the internet.

1: Consider theoretical perspectives in relation to the impact of new/digital media in your case study.

Advertisements are all around us, on billboards, Tv, magazines, the internet but it is the user's choice to view it closer either by clicking on the online ad or jus approaching a billboard. For instance Promoted Tweets on twitter provide instant gratification to the user. The user looking at trends topics are people who want to be aware of 'the now' and that would like to point their direction on 'what's hot' in this very moment. Promoted tweets respond to this need directly. Another thing is very important: this kind of 'promotion' doesn't delay any other gratification: it doesn't force users to wait before seeing their network's content, it doesn't stop them from interacting, not even for one second.

Postmodern theory also gave us the opportunity to read ads with more courage and insight than ever before, one particular viral ad on the internet is a perfect demonstration of this. The Mini Clubman viral displays the car involved in various stunts, such as spins and backward flips that make it obvious that it's fake. Yet this appeals to the adventurous audience because it connotes fun; also mini has a reputation of being a female car but this advert represents the mini to be masculine. Each audience consumption is different therefore meaning is different for everyone.

What impact has New Digital Media had on Advertising Industry?

Research Plan:

What is new digital media?

The impact on society?

Comparison of old advertising to new?

Theories? look at each concept> M. media language I. institution G. genre R. representation A. audience I. ideology and values N. narrative

Whats the future of mass media advertising?