Rapid advances in technology have changed everything from
health care to communication. Now, as the latest technology becomes more
accessible to a broader market, the advertising field is changing, too. Years
ago, you could plan your advertising campaign around a few television
commercials and print advertisements. And most companies would never have
considered spending a sizeable portion of their advertising budget on the
Internet. But in 2006, online ad expenditures are expected to reach over $16
billion.
Advertisers who want to reach their target audience and
remain competitive in this high-tech world have to change with the times. You
need to keep up with emerging technologies, what media types are most popular,
and how consumers use what's available to them.
If you want to stay current and advertise your products and
services in ways that reach your target audience on their turf, consider the
following forms of emerging media.
1. Blogs
Blog is short for "web log," online journals that
people without any HTML knowledge can create easily from any computer. They are
frequently updated and usually include the owner's thoughts or musings on
topics ranging from what's happening in the news to what they wear to work.
Companies or individuals can keep blogs. Company blogs
usually promote products in what is known as an "adverblog." However,
those blogs started by individuals without a commercial affiliation usually
have more credibility.
About fifty million people keep blogs. And many different
categories exist, including travel, health, and business. Blogs are popular
because they provide a concise summary of news and information and give users
power by providing information all in one place and on a timely basis. A blog
dedicated to heart health, for example, will likely pull information from
sources all over the Internet, so someone surfing for heart health information
doesn't have to search several sites for the most up-to-date research about the
topic; they can find everything they need on a heart health blog.
As far as advertising on blogs, ads are generally related to
the blog topic. That heart health blog could be an excellent place to advertise
a health food or exercise product. If you're interested in advertising on
blogs, first look for help from marketing companies that measure hot blog
topics and provide market research based on blog content.
2. Podcasts
Podcasts deliver digital audio and video files to a user via
the Internet. The name comes from the iPod, but they aren't just for iPod
users. A pod cast is an audio file in MP3 format that a consumer can download
to their iPod, MP3 player, or computer. Then the person can listen to it over
and over again, share it with friends, and save it on a computer's hard drive.
Six million people have downloaded podcasts, according to
the Pew Internet and American Life Project. And of the twenty-two-million iPod
owners, twenty-nine percent have downloaded podcasts.
Podcasts are an emerging media form that will continue to
grow, and as this media outlet increases in popularity, the advertising
possibilities will grow as well. Viacom, Disney, and Clear Channel all have
radio-type podcasts, and even print media outlets use podcasts to broadcast
interviews and other audio supplements to their print stories. For example, you
can read an issue of a magazine and listen to an interview in its entirety on
the magazine's website.
3. Gaming
Sixty-eight out of 108 million households currently play
video and computer games, according to the "Digital Gaming in
America" Ziff Davis report of August 2005. Advertisers can reach this
market, which is mostly comprised of young males, in two ways.
First, advertisers can use gaming technology to insert their
ads in popular games. For example, say you are playing a football video game on
your XBOX 360. You'll see ads placed on the sidelines and on the scoreboard
just like you would if you were in a real football stadium or watching a real
game on television. Video games are also played online, allowing gamers to
compete with opponents in other parts of the world. These games offer many
opportunities to place logos and products that a huge audience will see.
Another way to advertise using games is literally to create
your own game that the consumer can play online. This is commonly referred to
as Advergaming. Many companies, such as Lipton and Mountain Dew, have used this
advertising technique. The greatest benefit of these games is that they get people
involved in the brand. Game designers create these games to interest a
particular target audience, such as young children. Be aware, though, if you're
marketing to kids, to closely monitor the game's content.
4. Mobile Advertising
Nearly 199 million people in the United States subscribe to
mobile phone services. And every phone produced in the last year is capable of
accessing the Internet. What does this mean for advertisers? It's another
method for reaching the target audience. People now use mobile phones to search
the Internet, play games, and instant message as well as to access sports
scores, learn breaking news, and even check out horoscopes.
Mobile advertising presents a great means to reach the high
school and college student markets with banner and video ads. Currently, mobile
ads are simple and usually text banners. But down the road, as this technology
continues to advance, cell phones may be capable of displaying television ads.
However, this media outlet is not without limitations. Everything in your ad
has to be cleared by the phone company, so you must consider the logistical
aspects of placing mobile ads.
The High-Tech Future of Advertising
If you want to remain competitive in the future, technology
will be key to your success. You should consider these four, and other new
types, of digital media when putting together any advertising strategy, because
traditional media outlets just aren't as effective as they once were. While
it's difficult to predict exactly where the trends are headed, when you keep an
eye on new technology, you and your service won't be left behind.
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