Investigation #1: Digital Advertising

As politicians fight over the creation of jobs, digital advertising has expanded opportunities in a rather new fashion.  CLICK HERE.  this article list 50 of the weirdest job titles that have developed via the digital advertising age.  It is not certain whether or not these new positions will benefit or harm the market at this point, because its not necessarily a new job created, just a new title.  But perhaps the shift to a more creative outlook on the industry will boost interest and production.

The Truth About What Works in Digital Marketing
This article answers the question, "Does digital media deliver a better return on investment than TV"
As standard television viewing is being replaced by a digitally streamed media, perhaps it is wise for companies to invest more in digital advertising, than in TV ads.

It seems obvious that targeted ads ought to increase revenue for companies advertising on social media sites.  But how and why does it work? Target Ads. Most young people these days spend a lot of time visiting popular social sites, 'liking' things and frequently visiting certain pages.  This data is accumulated and allows advertisers to put their money into very specific demographics.

Is there an ethical divide in digital marketing? You Don't Need a PhD to Formulate an Ethics Code for Digital
As advertisers develop methods targeting certain demographics, perhaps the privacy of the consumer is in jeopardy.

Maybe the EU is ethically more righteous than us; a new law limits advertisers ability to track consumers' cookies, virtually forcing companies to advertise blindly.  EU Cookie Law Could Be the Death of Digital.
This not only hurts the advertisers ability to target specific groups, it also prevents popular sites from demonstrating their value to the ad agencies

A closer look at Digital Advertising

  Digital ads have truly evolved after only a small amount of time. In 1987 Apple came out with an add for the all new macintosh which featured an all new hyper-card. The add was simply a grainy static image. Today, the world of digital advertising is growing to the point where advanced targeted adds and layouts are fast becoming popular. Not to mention how many digital adds today are simply just "putting a face" to the product. Justin Timberlake was featured in the add for Myspace's new layout, and i guess you could see he is trying to bring sexy back. The rise of internet has really completely restructured the advertising world. Social networks such as Facebook, Myspace, and twitter have all been mass areas for digital advertising. Some people might even say that the free range we give to these advertisers is a bit too much power, and might even cause some clashes or conflict.

  Recently on twitter, Oreo did a tweet that asked its many followers if they ever sneak in their delicious cookies to the theater. AMC theaters responded with a displeasured tweet that read "NOT COOL, COOKIE". Although this new born rivalry is quite hilarious, it may have some use. After all, AMC has 160,000 viewers as opposed to Oreos' 56,000. Maybe the fact that AMC is having some fun with some "calling out" is what is almost serving as an advertisement itself, which twitter often provides.

  Google has now turned 14, which means they have had 14 years of advertising. What great way to celebrate this other than showing more google commercials! One thing Google has successfully epitomized with search engines is its text advertising next to the search results. Although it wasn't very creative, it definitely proved to work. However even Google has managed to stay with the times when it comes to digital advertising. As the 14th birthday came around Google came out with its own list of its best viral videos, which have really showed us how creativity has became such an important part of the digital world in which advertising is getting quite comfortable with. Google has clearly benefited from these ads, because of their ability to reach many "eyeballs".

  The new Nexus 7 is something that is "intensely advertised by google". In fact, Google has even given the new product its own homepage on google which is very very rare. It seems that Many search engines are picking up on a new product to stay committed to in order to receive a lot of capital from being the primary advertiser. It seems more and more that digital advertising has only just started to creatively master their ads, and it appears that there is no sign of any climax in sight when referring to the power that these advertisers hold.






Citations:
http://www.adweek.com/adfreak/justin-timberlake-tries-bring-sexy-back-myspace-143976
http://www.adweek.com/adfreak/oreo-gets-dunked-one-best-twitter-replies-ever-143992
http://viralvideochart.unrulymedia.com/chart_keyword/google?interval=all_time&items=100
http://www.adweek.com/adfreak/5-great-google-commercials-watch-its-14th-birthday-144014
http://www.adweek.com/news/advertising-branding/ad-day-google-143196

Digital Advertising and Privacy

Advertising has been getting more and more personal. Radio would broadcast an advertisement to all who listened to that radio station, but everyone got the same message. Same with television, same with newspaper, same with magazines. However, personal devices, such as computers and phones with access to the portal of infinite knowledge known as "the internet" allow for more personal advertising. Not everyone who logs onto Facebook gets the same message. Advertising companies have been working harder to pinpoint the demographic they want, and these personal devices have been perfect for specificity. The question becomes, when does accurate pinpointing meet invasion of privacy? Advertisers are able to get a general sense of an individual's location using an ISP address. The Advertisers are then able to send the user an ad for a product/service close to the user's location.
This does not tell the advertiser much else about the individual. New technology, however, is allowing advertisers to gain even more access to a user's information. Notably facebook-- a personal information haven--has employed many techniques to carve out users' information for advertising purposes. From "reading" users' comments to observing relationship statuses, advertising companies are digging deep into Facebook to pinpoint users' interests. Will this go deeper? IT COULD.
  A technology developed by Google known as "acoustic fingerprinting" actually lets advertisers "listen"   through users' built-in computer microphones. Although it hasn't been used much for advertising, it very well could be in the future. What better way to get into the lives of an individual than to listen in on his or her most personal conversations?





http://lwn.net/Articles/449650/http://articles.latimes.com/2011/apr/17/business/la-fi-facebook-ads-20110417http://adage.com/article/digitalnext/3-ways-grab-consumers-respect-engage-connect/236771/http://www.cracked.com/article_19462_5-sci-fi-ad-techniques-that-are-about-to-make-life-creepier.html
http://ask-leo.com/how_do_those_ads_know_where_i_live.htm

Investigation: Advertising in Online Radio

     Ever since I got my first iPod and was able to drive, CDs and the radio sort of just went by the wayside. I went and bought myself an auxiliary cord, plugged my iPod in and listened to what I wanted. With Pandora radio I can get my "radio fix" while still listening to more or less what I want. It doesn't take long, though, before a pesky ad interrupts my station for a good 15 to 30 seconds. This assignment has got me thinking about how these ads are changing online radio as well broadcast radio and the impact these changes will have on consumers and producers.

     After a little research I have found a common and unsurprisingly obvious theme: radio advertisers want to target as wide an audience as possible. The best method at doing so is through online (internet) radio. Perhaps the most appealing attribute of online radio is the vast size of its audience. Linda Mackenzie of HealthyLife Radio Network argues that this audience is largest during the working hours of 8a.m. to 5p.m. because workers typically aren't allowed to surf the internet, but they are allowed to listen to online radio in the background. To get a sense of these numbers, Radio Active Media reports that recent studies have shown that online radio has an estimated 70 million listeners per month that are exposed to about 300 million hours of advertising. They also cite that the Radio Advertising Bureau (RAB) found that online radio advertising increases web traffic by a significant 52% and could grow even more with other forms of online advertising. This is very good news for companies wanting to market their brand. 

     Joshua Sinason of The Stairwell writes about the software company, Carbonite, that really made a name for itself by utilizing online radio advertising. Carbonite began marketing its name on the online radio show hosted by Chris Hardwick's company Nerdlist. This particular radio show's targeted demographic are those that use social media like Facebook and Twitter, so it was a quick way for Carbonite to get its name out and develop their brand. The blog goes on to say that there isn't much of a difference between online radio and broadcast radio because in the end they're both about 30 seconds of audio for producers to get their message across. 

     However, blogger Chris Pirillo argues that the differences between online and broadcast radio are actually greater than the fact that they are both audio. The greatest difference, he argues, is that broadcast radio is limited to certain frequency bands, but with online radio, one's internet connection is the antenna to his or her radio. Therefore, when companies are airing their ads, with broadcasting they have to capture their audience in the live moment that their ad is aired. But with internet radio, the only limit is the companies' creativity to capture their audiences' attention.

     Now capturing the audience's attention is perhaps the most essential part to reaching the largest audience possible. Therefore, companies' would be interested in seeing what demographics are listening. Rob Favre of Triton Digital argues that with broadcast radio, advertisers are getting hit and miss results because they don't know exactly who is listening. However, with online radio such as Pandora, users are required to give demographic information such as age, sex, location, etc. Advertisers can use this information to market locally as well as specifically to certain demographics. 

     So, even though I'd rather do without ads, I now have a better understanding of why I am being exposed to the ads that I am. Through this research, I believe that online radio will soon begin to dominate over broadcast radio in terms of music, talk shows, and in sending general information to the public. With growing numbers of listeners, there is beginning to be more of a push for advertisers to take advantage of online radio and the numerous demographics it can reach. Current technology allows producers to monitor and track who is hearing their ads, so there is incentive in that fact alone. While there is no indicator that broadcast radio is going anywhere anytime soon, it will be interesting to see how online radio will change the function of broadcast radio with more advances in technology. 

     

Advertising

links digital gains, analyst speak , digital giants unite, the affect of social media, and Big Advertiser  

Digital Advertising has become the new wave of the future. Most people’s lifestyles have changed in the last 40 years. They move more often and are interested in different things.  Many are on the go all the time, only communicating with the world through cellphones and tablets. The advertising field has changed from newspapers, 30 second TV and radio commercials, billboards and magazines to the digital world.

In 2011, the advertising digital industry, in the United States, jumped 20.2 million dollars from 2010, going up 16.4% across all the agencies disciplines. Advertising money is being redirected from the TV networks and cable companies to the big digital companies like Yahoo, You Tube, AOL, and Hulu. Moving away from TV has given companies a chance to go after the specific type of client they want and at the right time by using digital advertisement.  

                  There are many applications that advertise and help companies to sell their products, such as the web site, Groupon, what sends coupons for great deals, or apps that allow you to find the cheapest location for a product in your area. Social media web sites, like Facebook, Twitter or Linking allow people not only to communicate with each other but to follow the news. A study done by SocalVibes, found that 94% of eligible voters have watched political advertisements and discuss them with others. SocialVibes discovered that 39% will share it with their friends averaging 130 friends.

                  Gone are the old days of stagnant advertising. Digital advertising is working hard to keep up with the constantly changes and needs to be creative to hold the attention of the users. There are countless new applications that have not even been dreamed about which the business communities as well as the public need open minds. 

Investigation: Digital advertising.

Over the last couple years, we have seen a tremendous increase in digital advertising and I would expect this trend to continue as the internet continues to grow. One aspect of digital advertising that I find interesting is the way in which local businesses use sites such as facebook and google to reach a market in their geographical area as well as key in on certain demographics. For example, local businesses can go through google to advertise through their search feature. If a user in Sherman searches for such things as a bakery or pizza restaurants, google automatically uses your location to bring up bakeries or pizza restaurants in the area. This has been an effective way of expanding local businesses and helping them create an identity, especially with google allowing for user reviews of the business. Facebook creates millions of dollars in revenue through their digital advertising and in a way it is much more effective than google. Not only does facebook use a similar gps system as google for location-specific advertising, they also incorporate what a specific facebook user "likes" and use that to present advertisements that pertain to an individual's interest. Also, when an individual on facebook "likes" a local business' facebook page, it is displayed on the user's page, allowing for additional advertising opportunities. In contrast to other forms of digital advertising such as youtube ads or pandora ads, I believe the way in which facebook advertises local business and businesses that tailer to an individual's interest is much more effective and as this form of advertising becomes more and more popular, I think you will see an increase in the amount of this type of digital ads. Facebook plans to double their revenue from advertising between 2010-2015 and they are on track to do so, with many local businesses seeing facebook and other sites that use location-specific advertising as a great opportunity for expansion

Sources:

http://www.insidefacebook.com/2010/03/04/thousands-of-new-cities-now-in-facebooks-performance-advertising-tool/

http://allfacebook.com/local-facebook-advertising_b6790

http://www.wizmarketings.com/blog/5-ways-local-business-benefit-facebook-advertising/

http://onlinebusiness.about.com/od/buyingadvertising/a/adwords-local.htm

http://www.searchengineguide.com/richard-ball/google-adwords-1.php

Investigation Digital Advertising

In recent years ever since about 2004, there has been a rapid adoption of the World Wide Web by advertisers and marketers for a method of digital advertising. Also with the new rise in mobile media advertisers are starting to also move their digital advertising views to that so now literally everywhere you go you are being researched and marketed. Increasingly, advertisers are embracing the Internet as a branding mechanism and a vehicle to launch new products successfully.  Internet users have also started to take more control of content creation, as to just reading content like they used to do in the past. Now there are plenty of studies out there saying that online marketing at first was not targeted at the right demographic but thanks to all of the new technological advances this is becoming even easier.  For example Facebook is about to allow ad targeting by email, user ID and phone number for companies so they can better market Facebook users. That alone lets you focus down on such a tiny demographic you can make personalized ads now just for a select group of people.  Marketers have long grumbled about the fact that they have no way of bringing their customer data inside Facebook's walled garden, but the new ad targeting gives them the ability to market to Facebook users who have already purchased products from them. Facebook is just one of the many websites that are being used for digital advertising this is one of the fastest growing trends in business today. There is also a new rise with in the mobile media, advertisers are starting to move their digital advertising views to mobile devices so that now literally everywhere you go you are being researched and marketed. One example is Facebook, it will start testing ads on third-party mobile apps very soon,” launching what is essentially a mobile-ad network that could become a significant player in the mobile-ad market, expected to grow to $4.4 billion in the U.S. in 2013, according to eMarketer.”  “Facebook is working with a number of ad exchanges to deliver the ads on iOS and Android devices for its advertisers, who can still target using Facebook's array of options such as age, location, education and interests.” In my marketing class we wrote a paper about digital advertising and the whole aspect of viral marketing. Now I know viral marketing doesn’t sound appealing but it has the same affect that you would say a viral video on YouTube. You see viral means mass spreading through an Internet community just like a viral video, viral marketing is creating an ad or a group interested in that specific product and get them interested. Again ill use Facebook for my viral marketing exam think about a page that you like, in a more specific case food (I’ll  use chipotle) they have a page on Facebook where there customers can go and put recommendations, thank you letters, questions, and many more. There are specific people that work for these companies that there job is to reply on Facebook and other social media just to keep up marketing. This is viral marketing, getting a following and making them loyal to your brand with constant contact, and from there they spread the word to someone else then those people tell someone else and so on and so forth, thus selling more products. This is just one of the many ways digital advertising is sweeping the business world. I believe that thanks to social media and the new media craze digital advertising is helping America and businesses generate revenue that we haven’t had in a while. Digital advertising works and will continue to get better the more marketers devote their time to studying and doing their market research. Digital advertising is the future of the advertising and marketing division, and as long as there is still a technological trend it will continue to grow and become a staple in our society.

If you like to see the links you can look here and here andhere and here and here

Thanks for reading
Cameron Ratcliff