Task 2

 

Discuss Technology  (U24: P2, M1)

Learning Outcome 1 (U24): Understand the products that are produced within and across media industries

P2: Explain the use of converging technologies within an identified sector

What is convergence?

Technological convergence is the main way of integrating different technologies into one main system, then creating new products and different experiences. Examples include phones, which then combine with various functions like communication and entertainment. It boosts a faster way of doing stuff and a better quality of life as its efficient and easy.

This is an example of how technologies are used in the advertising sector:

M1: Evaluate different cross media advertising campaigns for consistency of message

Production Technologies:

Production technology advancing as contributed to transforming the advertising industry by making creating and watching content much more accessible and affordable, which helps to maximise consumers. High quality cameras and editing software are now easily available, allowing individuals and businesses to produce professional looking videos but dont need to worry about expensive equipment or having specialist skills, audiences can access this technology easier without worrying about expense allowing them to create their own videos as its more affordable, which expands to larger audiences rather than specific consumers. This has successfully led to a major increase in the use of digital video in advertising, beginning to decrease traditional print formats and replacing it with more engaging visual content. an example of this is through mobile apps where content can be created, shared, and found instantly. This means that audiences can view adverts and products anytime through their phones, tablets, or laptops. By watching video content or using apps, consumers can click links, visit websites, or be directed straight to products, this makes the process of discovering and accessing products quicker and more convenient. Another example of a production technology  is a green screen, this allows creators to place backgrounds into different settings, without needing to film in that specific location as its done digitally. This technology has evolved from being limited and expensive to buy to now having professional studios widely available through apps and new editing software, making it accessible to everyone, this technology is seen by audiences through films, apps, social media and content that they watch. This evolvement contributed to the advertising industry as it allows businesses to create more imaginative and visually engaging products with a lower cost. This leads to adverts can be produced more faster  and efficiently across digital platforms, helping to reach larger audiences.

Marketing:

Technology has changed a huge amount in marketing as its moved advertising towards more personalised and data driven campaigns digitally. Advertisers now can use analytics to help them to target their wanted audiences based on their  personal interests, behaviours, and demographics, this makes adverts feel more relevant and relatable which is effective. Social media platforms and technical devices have made it significantly easier for people to gain access to adverts at any given moment, creating a simple and effective connection between brands and people consuming. Tools such a hashtags help to increase visibility by gathering content together and linking it to popular trends, this allows brands to reach larger audiences and encourages extra engagement through likes and shares. People can access social media on iphones, tablets and any device through applications such as instagram, TikTok etc. This makes it convenient and quick to create or find advertisements and also helps to boost campaigns as it allows a opportunity for viral content. As well as this, QR codes provide a quick way for users to get onto websites, offers, or any additional content, this is done by scanning with their phones, connecting physical adverts to digital experiences which is instant accessibility for audiences as its quick and efficient. QR codes have changed the way audiences interact with media by creating instant and direct access to content. Its simple to scan a code using a phone camera, consumers can immediately be taken to websites, advertisements, or offers without needing to search it themself. This makes the process quick, convenience and highly accessible, encouraging more engagement from audiences. The speed and easyness of QR codes create a strong link between physical and digital media and making marketing campaigns. Overall , this technology has made marketing more interactive, targeted, and responsive which creates a space where consumers can discover, explore, and purchase products directly on digital platforms. 

Distribution:

Developments in technology have also changed the way advertising content is distributed and consumed by people. Streaming services are now available on a wide range of devices, including TVs, phones, tablets, and computers, this allowing users to access content instantly through apps without needing physical media which is quick and convenient. This flexibility enables audiences to engage with content anytime and anywhere, making advertising more accessible. To add on to this,  Wi-Fi and mobile data have made online shopping and digital advertising way easier to access, as consumers can browse and purchase products from almost any location which widens audiences. Improvements in delivery systems and subscription services have further improved this services by offering quicker shipping and larger flexibility. Overall, making advertising and product distribution are now quicker, more efficient, and more accessible than it ever have been before. This means audiences have greater accessibility because digital platforms are available all the time, this can be accessed on a range of devices, and allow instant actions such as clicking links or purchasing products, removing the need to visit physical stores. This is because people can access products anytime, anywhere, on their devices, and can instantly click links or buy items without needing to go to a shop. Streaming services like Netflix, Disney+, and Amazon Prime have become very popular as their on demand system and wide libraries of content, meeting audiences demand for choice as well as convienience. This becoming popular has benefited the advertisment industry as it allows adverts to be shown more often and tailored to individual viewers preferences based on their own viewing habits. Because of this, advertisers can promote products more effectively, reaching maximised audiences in a more consistent and personalised way. Audiences can access this easily through multiple devices such as phones, tablets and TV's on free lower teared subscriptions.