Evaluation of cross platform advertising

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Evaluation of cross platform advertising
 
Strengths
Potential problems
Examples
Viral advertising:
referring to marketing campaigns as spreading like ''viruses''
  • massively popular
  • good reach
  •  doesn't last long
  • can be annoying
  • many different competitors can imitate this company's idea and steal it.
the first viral advert was believed to be an advert by sony from 1995, but the most popular one right now, as of 2018 is the cadbury gorilla advert.
Native advertising:
when the advert sits quite nicely with what the user is viewing.
  •  help marketers make money online
  • ergonomical; user doesn't have to open a new tab
  •  BUT they're only for ''feed'' type apps, like apps with timelines. 
  • some ethical issues concerning the deceitful aspect.
an example could be buzzfeed, they do A LOT of native advertising
Targeted advertising: used by data brokers; companies that gather intel on user's search history.
  •  it can pick up on what you're searching, so you still can find something you need.
  •  privacy invasions 
instagram or facebook. Facebook are the pioneers of targeted advertising; they bought the information of many of their users and used it against them to sell them products.
Shoppables and Influencers
  •  winwin for the social influencers and the brand itself.
  • celebrity endorsement.
  • not everyone is on social media.
  • gets annoying after a while seeing the same kind of content on your feed 
  • bad publicity (e.g. kim kardashian is a joke on the internet for advertising a different product every minute)
  • also if the celebrity does something bad it's bad for the product too.
basically when social influencers (for example kim kardashian) are asked to sell a brand's product, the brand will pay them to have the social influencer with the product next to them or in their hand, there will be a tag that pops up that will lead the viewer to the brand's site to find that exact item and others for sale, the influencer can also monetize their post which helps them gain more money as well.


Comments

  1. Vanessa1 November 2018 at 04:09

    You show good understanding of advertising platforms, their strengths and limitations. Your commentary is intelligent with some use of media specific terminology. Your examples are appropriate, but could be further developed, with fully working links. Vanessa

    ReplyDelete

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