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New Media Advertising

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New media advertising uses new technology to reach customers, especially on the Internet. While many of the older versions of advertising such as newspaper ads and television commercials still exist, these traditional methods of advertising's influence has decreased, forcing the marketing industry to consider new media avenues. Consumers are increasingly on the Internet to socialize, read the news, and purchase goods and services. A computer or smartphone screen is likely the most efficient way to reach these technologically savvy consumers.[1] Technology is not only limited to the younger generations, but instead older generations are likely to use technology to reconnect with old friends. Using new media to advertise is ideally the stronger tactic a business can use right now.



Social Networks

Social Networking can simply be defined as a network of social interactions and personal relationship. It is a dedicated website or application that enables users to interact/communicate with each other by posting, comments, sharing information,... Nowadays, social networking becomes familiar to all the generations. Here is the list of some popular social net working websites: Facebook, Twitter, Instagram, Flickr, and Google+ Social networking sites such as Facebook and Twitter are all about people connecting with other people. But even though people are socializing via these sites, these sites also do a lot more. Social media are used extensively for promotional purposes in a variety of ways. Social media are used to provide customer service, updates, announcements, promotions, sweepstakes, contests, and product development. On one level, social media advertising is the same as conventional advertising. Where it differs is that social media allow organizations an increased ability to target recipients with advertising based on the recipients expressed interests.Crowdsourcing and word of mouth are two activities that demonstrate how advertising via social media is a new practice but at the same time an extension of prior long existing practices.[2]


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Although there are many different types of Social Networks, Facebook seems to be the primary go to place for social media advertising. With a worldwide active user count of over 1 billion, its easy to see why. [3]

Not only can businesses promote their product, but the users can offer comments and feedback regarding that product. If a user likes a particular ad, they can share it on their timeline, which can appear on the newsfeed of all of their friends who may not have originally seen the ad to begin with.


Facebook

Facebook is an excellent way of advertising for a company or your own startup company. With billions of users on Facebook, advertisements can reach a wider range of audiences. To engage your fans and followers, Facebook allows you to add new posts, pin the most important post on the top of your page, ask questions, and share exclusive news to Facebook users. To create popularity, Facebook allows you to participate in events or you can create an offer that the fans cannot refuse. All these benefits come with a price. Facebook charges companies a monthly payment for helping them advertise on users Facebook. Advertising is not cheap, thus companies need to spend time doing research of where to post their advertisements. Facebook is the best platform to target all age groups and its popular for all these aspects I mentioned so it is the largest growing out of all the others. Facebook drives more traffic to news sites than google nowadays.

Raaj Kapur Brar runs a small digital business of various fashion magazines. One of his most popular titles is Fashion & Style Magazine. Like most business owners would think, Facebook is a prime advertiser. Unfortunately he was wrong when he invested more than $600,000 in advertisements. The advertisements that were being posted on his followers and pages on Facebook were reaching fake users [4]. Advertising isn't just about dumping money on an advertiser and having them distribute your advertisement. Business owners need to be at caution and monitor their real-time results. Are your ads generating a sufficient Click-Through Rate? There are many fake accounts on Facebook and you have to be certain about who are target audiences are otherwise your advertising dollars are gone to waste.


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Google is a technology company famous for it's search engine, email service and cloud computing systems. However these application aren't what makes Google most of it's money. The application that generates most of Google's revenue is its advertising service Google Ad Words. Ever wonder how Google seemed to know what you were looking for or if you looked at a product but didn't buy it it seemed to follow you around like a creepy guy at the middle of the night. This is done with the power of Ad Words.

When you type something into Google, the company sees it as an opportunity to try to sell product to you. Although this seems unfair it is actually good for both seller and consumer. For seller they are able to put their product or service in front of somebody who is clearly interested as they are looking it up on the internet. This would be the equivalent to a salesman following you around the store and right when you decided on a product he would hand it right to you. This is good for the consumer is they were already looking for something in this category and thus it accelerates the process.

This can be done with the use of key word search advertising selling. Essentially any word you can think of is sold on an open market similar to that of stocks. For example say you are an owner of a small paint store in small town USA. You can go on Google Ad words and buy the words "paint", "store", "small town". Then each time somebody searches these words a algorithm by Google is run which adds up your quality score (how related your page is to the searches search) and amount bid per word. Then when the search page finally appears the highest combined score will be on top of the pages, having the second highest score net and so on. The goal would obviously be at the top of the page as this offers the most visibly for your business.

While this is just a simple explanation of how Ad Words works and there is a large amount of features still to be touched on, it's important to know the backbone of how the service works. Google believes that knowing how to work Ad Words is so important that they offer certification tests on the service, which are completely free (they used to cost $50 for the certification). Once you have picked this up you have a nice skill to put on your resume that can set you apart from the west. [1]


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Instagram

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The original use of Instagram was mostly personal but as social media is becoming more prevalent in today's society, more businesses are using it today for advertising. Today many companies are creating their own profiles on Instagram to promote their own brand and campaigns, allowing for more engagement. Another method that is widely used is the use of partnering with social influencers that have a large fan base on Instagram to promote a company's product or brand. With a larger fan base, these influencers are able to bring awareness of this brand or company in a way that is more appealing and effective. Instagram recently started having a section in user's dashboards where they allow companies to be a sponsored ad where all users can see it. This new feature helps Instagram get bring in more revenue through the paid advertisements but it also gives companies the ability to reach the whole Instagram user base. Instagram is continually improving ways to help companies advertise. Instagram is mainly popular to share pictures. Instagram advertising is available to different countries like Russia, Poland, Spain, Mexico, Taiwan, and New Zealand. This allows advertisers to bring visual appeal to their audience and increase brand awareness as well as customer engagement. Instagram ads use Facebook targeting and allows companies to post photos and videos on their accounts. These ads are served based on what the platform relates as your interests, such as people you follow or content you have liked in the past. Additionally, companies can track performance of their ads through metrics such as clicks and video views. Instagram suggests businesses create high quality content related to the brand to increase the chances of being discovered by non-followers and gaining new followers. Sponsored ads can be shown on the Explore tab or News tab. Instagram users who do not want to see particular ads can choose to hide them[5].

Twitter

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Twitter is a rich marketing venue for businesses, which many savvy professionals have taken advantage of to promote their brands. Companies broadcast information with the purpose of drawing in potential clients, partners, mentors, employees, and other aspects of the professional network for their businesses. Twitter’s role in business can lead to unexpected new relationships, the emergence of new ideas, perspectives, unexpected slants on topics and problems. Active participation on Twitter can help maintain a constant presence and help build trust with your network. Probably the first element viewed on a company’s Twitter account is its Twitter Bio, which gives a first impression. This is where the business sends out a clear message about what they are and what products or services they offer in no more than 160 characters. Twitter is mainly popular to share "quick" thoughts. Twitter has easy access to the most current news because it is fast-paced and concise. Twitter is also where the "hash-tagging" began which allow you to reach a wider audience than just your followers by getting involved in existing conversations. The main purpose of Twitter in business is its promotional advantage. Companies spend time and resources developing their Twitter to attract customers by posting information relevant to their products or services. However, it is also wise for companies to include interesting information that can be non-business related so that followers can remain interested. Mixing in different types of media and fun messages—such as thought-provoking articles and comical (but tasteful) images or memes—can give followers something else to view besides a constant stream of boring promotional material. Twitter can make referrals easy with the “Retweet” feature. Followers of company’s Twitter account can share its updates by re tweeting the company’s tweets so that it can be forwarded to the news feeds of thousands of other Twitter users. Businesses often tweet content that are valuable and interesting to potential customers in order to draw them in. Twitter’s social media platform can also be used as a customer service venue for which companies can interact digitally with questions and concerns posed by their customers. Not only does this tool provide 24/7 service from virtually anywhere, it also provides quick, personalized responses. Businesses can use this strategically to make customers feel like a valued part of them and instill brand loyalty by genuinely caring about their concerns. Often times, customers tweet negative comments about a business. Successful businesses approach this problem by taking time to provide a respectful, focused and helpful response to the complaint. Because tweets are open to the public, other followers can view this and appreciate the honesty and integrity in the business’s response. This will often times win their loyalty and increase chances of business interactions and referrals. Positive feedback on a company’s Twitter can result in “Karmic Ripple Effects” which will eventually come back to benefit the company, whether it be new innovative directions or a stronger professional network. Research done by Chadwick Martin Bailey states that “60% of brand followers are more likely to recommend a brand to a friend after following it on Twitter,” and “50% of brand followers are more likely to buy from a brand after following it.” [6]

Snapchat

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Snapchat can be an extremely useful tool for advertisers. One of the biggest challenges that the ad industry is trying to combat is capturing consumers attention. The beauty of Snapchat is that it's ephemeral; meaning that it lasts for a very short time. [7] This helps advertisers capture the attention of users because there is a certain feeling of excitement knowing that a certain piece of content will only be available for a short amount of time.



McDonalds creates filters for Snapchat users.

A big way that Snapchat is capturing media buys is through its Discover feature. This feature allows a selection of content creators (carefully selected and approved by Snapchat) to have prime real estate on one of Snapchats 3 pages on its app. Some of Discovers channels include the likes of CNN, The Food Network, People Magazine, and ESPN. These curators update their content every 24 hours. If you don't see it today, it won't be there tomorrow. To this point, Snapchats Discover feature has been quite effective. One exec at a Discover publisher said that the publisher's channel is now seeing more than 1 million unique viewers a day. [8] Another very large way that Snapchat is grabbing attention is their GeoTags. Users have the option to use a GeoTag that coincides with the location that they are in.Snapchat capped the number of publishers participating in Discover at 12. [9] This makes it more competitive for businesses. Since Snapchat has so many active users, it's a smart move for companies to promote themselves on Discover. [10] Especially since Snapchat's core demographic is 13 - 34 year old's, it's an easier approach to advertising for businesses involved in pop-culture. Each month, new businesses replace old businesses and it's an ongoing cycle.When asked about Snapchat as a platform Mike Dossett, supervisor of digital content strategy at RPA, said, “If you want to dominate one-day reach, there is no more effective platform.” [11]

One of the challenges however, is that the company is not yet able to give out adequate data on how a certain ad is performing [12] The data it gives to clients pales in comparison to that of Facebook and even Twitter who provide in-depth dashboards. This issue hasn't stopped advertisers from flocking to the young company. But many are of the opinion that Snapchat will have to get its data act together, to continue charging such a high premium for ad space. [13]

YouTube

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YouTube has been a strong solution for advertisers almost since its creation in 2005. The unique and appealing feature about YouTube was its ability to show not only a still image but a moving image with sound. YouTube currently offers three types of advertising: “Display Ads” shown on the right side of the screen, “Overlap Ads” that kept the same format as the original advertisement on YouTube, “Skippable Video Ads” and “Non-skippable Video Ads”. Due to the fact that YouTube belongs to Google, all the ads are strongly targeted to individual users, which makes marketing and advertising much easier to individuals and companies [14]. Moreover, due to the fact that YouTube has been growing rapidly over the past few years, the most notable users, which are considered YouTube celebrities, often become testimonials in advertising by offering certain products in their videos. This tool is very valuable to advertising agencies, as millennials are very hard to reach through TV or radio.

Youtube in previous years allowed users to skip advertisements after 5 seconds, but sponsors were getting angry paying all of this money without getting back the full value. Youtube shortly after implemented mandatory 30 second commercials in which users had to watch before accessing a video. This pleased advertising companies but annoyed many users.

Linkedin

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LinkedIn is a business-oriented social networking service. Founded in December 14, 2002 and launched on May 5, 2003. It is mainly used for professional networking. As of 2015, most of the site's revenue came from selling access to information about its users to recruiters and sales professionals.

As of October 2015, LinkedIn reported more than 400 million acquired users in more than 200 countries and territories.

Linkedin's mission statement is "To connect the world's professionals to make them more productive and successful. When you join LinkedIn, you get access to people, jobs, news, updates, and insights that help you be great at what you do."

The basic functionality of LinkedIn allows workers and employers to create profiles and "connections" to each other in an online social network which may represent real-world professional relationships. Users can invite anyone to become a connection.

This list of connections can then be used to:

-Obtaining introductions to the connections of connections

-Users can find jobs, people and business opportunities recommended by someone in one's contact network.

-Employers can list jobs and search for potential candidates.

-Job seekers can review the profile of hiring managers and discover which of their existing contacts can introduce them.

-Users can post their own photos and view photos of others to aid in identification.

-Users can follow different companies and can receive notifications about new offers available.

-Users can save jobs that they would like to apply for.

-Users can "like" and "congratulate" each other's updates and new employments.

-Users can see who has visited their profile page.

Social Media and Personal Interest

Using our browsing patterns and cookies that are saved onto your browser, social networks are able to display online advertisements that are catered towards your interest. This helps companies better advertise to their target audience. By doing so, advertisements are not so easily misplaced, and the likelihood of one being interested in an advertisement increases.

Not only do social media sites track our web browsing patterns but they encourage users to share information about themselves as well. Social Networking platforms such as Facebook encourage its users to share information about them to their friends. this information may include movies recently watched, what your interests and hobbies are and more. Through the encouragement of information sharing, Facebook is then able to gear their advertisements towards your interest. New privacy settings have now allowed Facebook to have access to the mic of your device in order to listen to what you are listening to, i.e. what music you are listening to or what you are watching on television. With this information they again will gear advertisements towards your liking. [15]

As there is an increasingly amount of new information on products and services to consumers online, it is important to understand how to effectively target ads to them. It is also essential that marketers understand the needs, wants, and desires of their customers for targeted advertising using social networks. Companies can identify potential customers by advertising recommended products to people through social networks based on their interest and preferences. A consumer’s social network can greatly impact their decision to purchase or take specific action[16].

New Media and Traditional Advertising

With technology constantly improving, traditional forms of advertising has changed the ways they advertise as well. One form of traditional advertising is Out-of-Home advertising, which consists of transit ads, billboards, and so on. [17] Typically, one would see outdoor advertisement on highways, transit stations, and walking around the city. One of the most popular Out-of-Home media agency is Outfront Media[18]. The company's CEO, Jeremy Male stated in an interview that billboards will soon track smart phones and send you messages. This will allow advertisers to analyze behavioral change before and after consumers see an ad that specifically targets the advertiser's demographic. Advertisers that uses billboards will also be able to get far more data about their audience and their personalities[19].

In addition, Outfront Media has selling rights for New York City's subway, bus, and Long Island Rail Road. Advertiser's that wants to use out-of-home advertising have the option to use a service called Interactive Rail and Subway Domination. It allows consumers to physically interact with the advertisements and take advantage of further brand offerings[20]. One example is Beneful, a dog food brand, created an advertising campaign in New York City's Columbus Circle subway station. People passing by can play with dogs on a 64 foot long interactive billboard. The display dogs will follow people, pawing the screen and can even play a game of fetch[21].

In 2015, Outfront Media has also introduced their 'On Smart Media,' which leverages patent-pending addressable displays, cloud distribution, engaging content capabilities and a unique app-driven infrastructure that combines the precision of digital marketing with the impact of out-of-home [22]. Their new technology is currently being used at the 34th Street Hudson Yards station on the 7-Line, in New York City, and will continue to further expand in the future. Their On Smart Media allows advertisers to reach their targets at the right place at the right time.

Advertising Through New Media

The new media and social media are playing a great role in transforming the business process all over the world. Companies are gaining a lot of benefits by employing social media in their business environment. One of the top advantages is increasing awareness of organizations. Obviously in today’s digital age having a good product to sell isn’t enough to success. The company has to find a way to promote its product and make it in the reach to the largest audience possible. To achieve this goal the companies have to take in consider many major things. First of all, the company has to choose the social media channel that best suit its goals. As we all know there are many social media sites and each and any of them has its purposes and audience. Being active on all the social media sites isn’t a great deal either and would waste the company’s time and resources. But for boosting a brand’s power or promoting for specific products, companies usually look for the media sites which have the highest active users. After choosing the best social media channels for a certain business, the attention has to fall on optimizing the content of your social pages. In order to expand a company’s audience, the audience must find what they are looking for or what they need in the content of the company’s pages on the social sites. People who are in charge must figure out the topics that most interest the targeted audience and make them eager to like it, comment on it, or share it which will make it in the reach of many more people making it easier to find new customers. Another thing to consider is the keywords. The key words must be chosen carefully so the company’s website or page would show up more frequently when consumers are browsing for the thing that those companies are promoting for or selling. As explained before, the new media that we are experiencing today had made it much easier for companies to present or identify their new products and promote for them in a very interesting way; At least interested enough to attract people’s attention. In other words, new media is giving out the opportunity for companies to present their products in a way that would give the public a positive feeling about and would really make them feel like trying those products. Speaking of promoting for products can also lead us to mention another phase of new media and how it supports companies’ development and improvement. New media stands as an alarm to alert companies about possible issues in their products whether it were old or just been released. Customers’ comments, rating, and reviews give the company an overview of the consumers’ impressions about its goods or services. This bridge that’s the new media is building between consumers and producers are providing those producers with an insight about what their consumers like about their products and also highlights what could be done better and need to be worked on to improve and make a better impression in the consumer mind. However, this bridge can cost the company allot if it didn’t use it the way it should be.

Advertising in Public Spaces

Open space has been a critical component of the urban environment. In contemporary urban environments, plazas, parks, sidewalks, and other public or semi-public places provide the necessary spaces in which individuals can maneuver through the landscape, socialize, and otherwise participate in the urban civic sphere. New York City is known for its numerous urban parks and convenient public plazas, which makes it an ideal place to study the interaction of people in space in conjunction with the physical design elements. The Flatiron/23rd Street Partnership Business Improvement District, formed in 2006, is a nonprofit organization whose mission is to enhance the area's reputation as one of New York's most vital and exciting neighborhoods. Not only does the Flatiron Plaza provide safety but it also creates social interactions and performances. Networking events and community receptions are organized by the BID several times a year. The annual Celebrate Flatiron Partnerships cocktail reception is the BID’s largest networking event. Throughout the summer months, the BID works with local businesses and organizations to activate its public spaces. The BID, with local partners and sponsors, produces an annual holiday program for the public plazas, complete with a large-scale installation and free programming and events throughout the month of December. Also, many vendors set up events for the public so that they could advertise their brand. Understanding the ways, in which we interact with space, or how the process of production of space affects design and therefore the use of it, can allow for a better understanding of how people create and sustain meanings of this specific urban space. Staples hosted a mini carnival, which was sponsored by the corporate offices. Staples’ event called, “Best Break Ever,” consisted of many fun games where people could play for free prizes. The games consisted of ring toss, beanbag throw, and spin the wheel. Staples was giving out free prizes such as soda cans, cereal boxes, coffee material, etc. to show that Staples doesn’t only supply office material but other goods as well. The Flatiron Plaza had another event where there was a promotion of an app called Talk Space. There was a pair of giant life-size translucent bubbles right on the base of the plaza. The giant life-size translucent bubbles were private venues for quick talk therapy sessions, as part of a promotion of the new Talk Space app for your phone and tablets. This app helps you connect with a therapist where you explain your issue to them and the person seeking help will get efficient help right away. The cost of this app is $49 per week and all the therapists are licensed talk therapists.

Privacy Control

As we have transitioned to the age of digital media, more online resources and technologies have been integrated into the online advertising industry. It is being leveraged by many marketers to personalize the content and experience to different targeted segments. These resources can be utilized by marketers pose a challenge to policymakers who are putting effort to protect the privacy of personal and confidential information. Consumers who believe that their privacy is being violated by advertising efforts will usually have resistance to what they feel they are being urged to do through the ads. To ensure the security of customer information, social network sites such as Facebook and LinkedIn have features in which they can control what personal information is being accessed or seen by others. The same applies to companies and organizations. A study was conducted on whether allowing consumers to directly control what personal information is being shared through social networks would improve the effectiveness of online advertising. Based on the results, researchers found that users on Facebook were twice as likely to have a positive response to personalized ads and then click on these ads. It concludes that advertising through social networks can be beneficial for a company if they give their users the options of controlling their confidential information[23].

References



  1. [http://www.wisegeek.com/what-is-new-media-advertising.htm
  2. http://bi.galegroup.com/essentials/article/GALE%7CA247182864/a3842620cb64c15576078932f3214304?u=cuny_baruch
  3. http://www.socialbakers.com/blog/1896-socialbakers-survey-finds-51-of-brands-prefer-advertising-on-facebook
  4. Jim Edwards, "This Man's $600,000 Facebook Disaster Is A Warning For All Small Businesses", Business Insider, 11/25/2015
  5. https://www.facebook.com/business/news/instagram-ad-expansion
  6. http://www.socialmediaexaminer.com/build-a-twitter-ad-campaign/
  7. http://dictionary.reference.com/browse/ephemeral/
  8. http://adage.com/article/media/snapchat-discover-averaged-ads-day-past-month/299929/
  9. Lauren Johnson, "3 New Publishers Go All In on Snapchat Discover", "Adweek", 11/25/2015
  10. Lauren Johnson, "3 New Publishers Go All In on Snapchat Discover", "Adweek", 11/25/2015
  11. http://www.adweek.com/news-gallery/advertising-branding/whos-top-among-biggest-social-networks-when-it-comes-marketing-167534
  12. http://recode.net/2015/11/02/snapchat-is-serious-about-ads-but-advertisers-want-the-data/
  13. http://www.adweek.com/news-gallery/advertising-branding/whos-top-among-biggest-social-networks-when-it-comes-marketing-167534
  14. http://www.businessinsider.com/key-turning-points-history-of-youtube-2013-2?op=1
  15. http://www.forbes.com/sites/jonathansalembaskin/2014/05/28/privacy-issues-could-threaten-the-future-of-commercial-social-media
  16. http://www.computer.org/csdl/proceedings/hicss/2006/2507/06/250760137a.pdf
  17. http://www.entrepreneur.com/encyclopedia/outdoor-advertising
  18. http://www.outfrontmedia.com/pages/default.aspx
  19. http://www.ibtimes.com/outfront-media-inc-nyse-out-ceo-billboards-will-soon-track-smart-phones-send-you-1727120
  20. http://www.outfrontmedia.com/whatwedo/products/transit/railsubway/pages/interactive-dominations.aspx
  21. http://www.outfrontmedia.com/campaignsatwork/casestudies/pages/beneful.aspx
  22. http://www.prnewswire.com/news-releases/outfront-media-launches-on-smart-media-300171164.html
  23. http://209.59.135.49/pdf/TWC_Tucker_v3a.pdf
https://help.instagram.com/537518769659039

https://www.facebook.com/advertising/how-it-works 6.Lovering, Catherine (N.D). Negative Effects of Social Media on Business. Retrieved March 8, 2015, from Chron Small Business website: http://smallbusiness.chron.com/negative-effects-social-media-business-25682.html https://www.reddit.com/r/google/comments/3or1k2/wtf_is_with_all_the_unskippable_30_second_adds_on/