EMERGING MEDIA ITIKA SINGH MBA 3RD SEMMOTI LAL NEHRU INSTITUTE OF RESEARCH & BUSINESS ADMINISTRATION UNIVERSITY OF ALLAHABAD
New Media Emerged in the latter part of the 20th century ; Digitizing of content into bits ; Having characteristics of beingmanipulated, networkable, dense, compressible, andinteractive ; Examples: Internet, websites, computermultimedia, computer games, cellular phone, CD-ROMS, and DVDs.
HISTORY 1960s : connections between computing and radical art began to growstronger 1980s : Alan Kay and his co-workers at Xerox PARC began to give the power ofa personal computer to the individual, rather than have a big organization be incharge of this. 1991 : W. Russell Neuman (1991) suggests that whilst the "new media" havetechnical capabilities to pull in one direction, economic and social forces pullback in the opposite direction. Douglas Kellner and James Bohman gave positive appraisals. Lister et al. (2003) and Friedman (2005), have highlighted both the positiveand negative potential and actual implications of new mediatechnologies, suggesting that some of the early work into new media studieswas guilty of technological determinism
Media Of The New Millenium Internet Mobile Media
Cellular Phone/ Mobile PhoneBrief History1973: Martin Cooper, project manager at Motorola, invented aportable handset;1990s: cellular phones made a commercial debut in the massmarket;1991: When 2G was introduced in Finland by Radiolinja (nowElisa) on the GSM standard, the digital technology introduceddata services. SMS text messaging was the first such service with2.4 billion active users of SMS in 2007.;six years from the launch of SMS until the first case of advertisingwould appear on this new data media channel, when a Finnishnews provider offered free news headlines via SMS, sponsored byadvertising
TYPES OF MOBILE ADSMobile Web Banner ( top of the page)Mobile web Poster (bottom of the page banner)SMSMMSMobile GamesMobile Videos
INTERNET NET POPULATION OF DIFFERENT COUNTRIES (IN 000)COUNTRY REG. INTERNET COUNTRY REG. INTERNET USERS USERSCHINA 105 MALAYSIA 75HONGKONG 175 PHILIPPINES 20INDIA 28 SINGAPORE 175INDONESIA 37 TAIWAN 165JAPAN 1,650 THAILAND 55SOUTH KOREA 175 USA 16,000
BACKGROUNDOne person who helped make thispossible was Bill Gross. As an Internetentrepreneur Gross developed variousInternet advertising prototypes, one ofwhich lead to the innovative searchengines Goto.com, eventually namedOverture. Overture was later revampedinto a system that places variousadvertising links next to relevant searchresults and charging only for clicks,which was called Adwords. Adwordsfinally led to Google’s Adsense, whichwas a system that integrated sponsoredlinks on various online newspapersalready apart of the Google Network andthus began the alternative, emergingmedia. (Economist, 2006)
ADVERTISING ON INTERNETThe internet has become an ongoing emerging source thattends to expand more and more. The growth of this particularmedia attracts the attention of advertisers as a more productivesource to bring in consumers.Online advertising is a form of promotion that uses theInternet and World Wide Web to deliver marketingmessages to attract customers
Competitive Advantageover Traditional AdvertisingImmediate publishing of information and contentEfficiency of advertisers investment
TYPESFloating ad: An ad which moves across the users screen or floats above the content.Expanding ad: An ad which changes size and which may alter the contents of thewebpage.Polite ad: A method by which a large ad will be downloaded in smaller pieces tominimize the disruption of the content being viewedWallpaper ad: An ad which changes the background of the page being viewed.Trick banner: A banner ad that looks like a dialog box with buttons. It simulates an errormessage or an alert.Pop-up: A new window which opens in front of the current one, displaying anadvertisement, or entire webpage.Pop-under: Similar to a Pop-Up except that the window is loaded or sent behind thecurrent window so that the user does not see it until they close one or more activewindows.Video ad: similar to a banner ad, except that instead of a static or animatedimage, actual moving video clips are displayed. This is the kind of advertising mostprominent in television, and many advertisers will use the same clips for both televisionand online advertising.
Map ad: text or graphics linked from, and appearing in or over, a location on anelectronic map such as on Google Maps.Mobile ad: an SMS text or multi-media message sent to a cell phone.Superstitial: An animated adv on a Web page from Enliven Marketing Technologies. Ituses video, 3D content or Flash to provide a TV-like advertisement. Used to be knownas Unicast Transitional ads as they were originally made by Unicast Communicationsbut the company was acquired by Viewpoint Corporation in 2004, which then changedits name to Enliven in 2008.Interstitial ad: a full-page ad that appears before a user reaches their originaldestination.In addition, ads containing streaming video or streaming audio are becoming verypopular with advertisers.
Ad Server Market Structure Vendor Ad viewers (millions) Google 1,118 DoubleClick (Google) 1,079 Yahoo! 362 MSN (Microsoft) 309 AOL 156 Adbrite 73 Total 3,097Given is a list of top Ad server vendors in 2008 with figures in millions ofviewers published in an Attributor survey. Since 2008 Google controls estimated69% of the online advertising market.It should be noted that Google acquired DoubleClick in 2007 for a considerationof $3.1 billion. The above survey was based on a sample of 68 million domains.
Revenue ModelsThe three most common ways in which online advertising is purchased areCPM, CPC, and CPA.CPM (Cost Per Mille) or CPT (Cost Per Thousand Impressions) is when advertisers payfor exposure of their message to a specific audience. "Per mille" means per thousandimpressions, or loads of an advertisementCPC (Cost Per Click) or PPC (Pay per click) is when advertisers pay each time a userclicks on their listing and is redirected to their website. They do not actually pay forthe listing, but only when the listing is clicked on. This system allows advertisingspecialists to refine searches and gain information about their market. Under the Payper click pricing system, advertisers pay for the right to be listed under a series oftarget rich words that direct relevant traffic to their website, and pay only whensomeone clicks on their listing which links directly to their website.CPA (Cost Per Action or Cost Per Acquisition) or PPF (Pay Per Performance)advertising is performance based and is common in the affiliate marketing sector ofthe business. In this payment scheme, the publisher takes all the risk of running thead, and the advertiser pays only for the amount of users who complete atransaction, such as a purchase or sign-up. This model ignores any inefficiency in thesellers web site conversion funnel.
Based on a new study that was revealed by Millward Brown’sDynamic Logic at Advertising Week’s Mobile Media Summit,Mobile display advertising generally outperforms online displayadvertising. The study focuses on the important “do’s and don’ts”that are required for effective mobile advertising. The study alsocautioned one against the re-purposing of online creative for mobileand put an emphasis on the importance of creative quality,something that has become vital as mobile advertising’s noveltyerodes
REFERENCES• exchange4media.com•Wikipedia.com•CMO.com•Foundations of Advertising- S. A. Chunawala &K.C. Sethia