Keeping with the Times:
The New, High-Tech Face of Advertising
By Peter Koeppel
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. Ten 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
Today, the use of traditional media
outlets, such as radio, television, and print, is eroding as
alternative advertising options increase. Rather than reading the
newspaper first thing in the morning and watching broadcast television
news every night, people can find out what’s happening in the world,
almost in real time, via the web. Newspaper subscriptions are at an
all-time low, and consumers TiVo the news so they can watch it without
viewing the commercials. So where does that leave marketers that want
to maximize their return on their advertising investment?
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 abreast of emerging new
technologies, what media types are most popular, and how consumers use
what is 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
Blog is short for “web log,” essentially, 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 ate for lunch.
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.
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
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
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
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.
Mobile Advertising: Nearly
199 million people in the United
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? Yet 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.
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 products won’t be left
Read other articles and learn more
[This article is available at no-cost, on a non-exclusive basis.
Contact PR/PR at 407-299-6128 for details and