Wireless communication and Web-launched audio and video are likely to have the b
ID: 3770287 • Letter: W
Question
Wireless communication and Web-launched audio and video are likely to have the biggest impact on advertising and IBP opportunities. The merger of powerful media companies—particularly those media companies that own both traditional media and digital media properties—will also impact options for reaching consumers.
Read the short summary below and write a paper that answers the following questions:
Technology and services exist for advertisers to beam messages to an individual’s mobile device when passing a restaurant, entering a mall, or walking by a retail store.
•Why is it difficult to talk about the future of digital/interactive media in advertising?
•Although it is impossible to know for sure, which two types of technology are likely to be big players in the near future?
•What advances do you hope to see?
Assignment should be two to three pages in length.
Explanation / Answer
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Answer for Question A is:
It’s hard to predict the future of IBP because it is changing so fast in the world of digital
media. New technology applications are being discovered all the time and ways to track
feedback is getting more intricate as well. Each new avenue also has the ability to combine with
older technology to form still more applications that are unforeseen. Only when the technology
slows down in its constant advancement will people be able to study all of its uses and economic
functions.
It is difficult to talk about the future of digital/interactive media in advertising because the future
of digital/interactive media in advertising is ever evolving and it never seems to have an end, by the
time you get use to seeing one type of digital/interactive media another hits the scene.
However, advertising has taken a big leap into the world with digital/interactive media through
social sites, computers, I Pad’s, and even cellular phones. This type of advertising makes billions
of dollar because so many people are now using the internet to connect,
make business deals and transactions, and exchange information and other things.
Digital/interactive media has made so many advance in advertising by changing the way the consumer
expect to experience shopping and seeing advertising. For instance companies are now making their
advertisements available anywhere in the world through mobile phones, emails.
Answer for Question B is:
In the future as phones replace computers for many people, mobile technology will be very
important in remaining in contact with consumers. As people steer away from traditional live
media and turn to content on-line, they will need to experience new ways to come across
advertisement. Platforms such as YouTube will likely be a fertile market for advertising as it
becomes more content and niche oriented. The distribution platforms like YouTube offer is
broad and inexpensive compared to other sources. Paid searches advertising seems to be another
strong technique to look out for. By paying for space at the top of keyword searches on sites like
Google, advertisers can generate billions of dollars in click-thru revenue.
The "second screen" – One of the most exciting developments in television & media to me will be
“second screen” technologies built initially on iPads and extended to the plethora of devices we’ll
see over the next 3-5 years. And this will be real innovation & revolutionary in the way that the iPad is,
rather than just being incremental. It will involve 3d (see Nintendo’s moves, for example).
You’ll likely see applications that draw you into interactive experiences, connect you to your social networks,
help you browse your TV better and create a richer media experience overall.
It was funny to me to hear people say for years that “YouTube had no business model.”
It made me laugh because it is so obvious when you capture an entire market of passionate consumers
in any market – especially in video – that in the long-run it becomes a huge business.
So many people are stuck in the mindset that YouTube is UGC (as defined as people uploading silly
videos or watching Coke & Mentos explode) and that brands don’t want to advertise on UGC.
And meanwhile I’ve seen several LA startups focus on creating low-cost video production &
distribution houses. They are quietly accumulating audiences in the same way that Zynga did on Facebook.
And if you think that these guys can’t monetize then I’ll refer you to everybody’s arguments about games
– that free-to-play would never work in the US. And meanwhile Zynga is one of the fastest
growing companies in US history.
Answer for Question C is:
I would like to see more programs that define and link niche markets together by key
characteristics. A program that was able to combine groups on multiple networks together with
purchasing applications that sent and received product recommendations to your social network
would be good. It would be useful to know what products you network purchased for all sorts of
reasons. Most of all it would enhance the power of the consumer to see what products they
influence.
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