Technology Changes Affects Media Strategy
Reflecting on my media consumption, it is interesting to see the change in media sources over time. There has been a significant change from traditional media print (newspapers, magazines) to digital sources (internet sources, social media) and linear television (conventional cable) to online streaming (YouTube, Netflix). Improved technology has enabled these changes, which have increased convenience and access with the ability to select my preferred media when I want. As technology improves and becomes increasingly available, I think media strategy and media execution will need to adapt to remain competitive and efficient. Technology will change the media strategy of media and how it is executed. Some examples of technology improvements that are affecting media strategy and execution changes include programmatic advertising, Smart TVs, and mobile phones, to name a few.
By using software to purchase digital advertising, programmatic advertising has improved the planning and optimization and allowing for better advertising. As a result of this technology advancement, advertising plans will better utilize resources, targeting the right audience at the right times. The increased availability of Smart TVs will affect how media planners select their advertising channel, changing from linear television ads, to online ads, including YouTube advertisements and sponsorships. Similarly to Smart TVs, access to mobile phones have increased exponentials which is changing the media strategies as well.
Mobile phones allow consumers to access online websites, news, and social media, which will shift the media type to online ads, advancing improvements of increased targeting with audience segments, low-cost impression, availability and immediacy, and timing flexibility.
These examples of technology changes – programmatic advertising, Smart TVS, and mobile phones – demonstrate that technology changes have impacted media strategy and execution. As technology changes further, media strategy and execution will need to continue to adapt. The media mix, reach, frequency, and continuity will all change as technology changes.
References
Hughes, D. (2020). The Beginner’s Guide to Programmatic Advertising. Digital Marketing Institute. Retrieved from https://digitalmarketinginstitute.com/blog/the-beginners-guide-to-programmatic-advertising
Lumen Learning. (n.d.). Advertising. Principles of Marketing. Retrieved from https://courses.lumenlearning.com/clinton-marketing/chapter/reading-advertising
PHD Media. (2020). Canadian Media Usage Study 2020. Retrieved from https://www.iabcanada.com/research/cmust/
Respond to at least three of your classmates
After completing your own posting (which you must submit before you can view any of the others), check out the posts of your classmates and review their answers to the questions provided. Do you agree or disagree? Why?
Identify additional consequences of the technological advances identified by your classmates. What technological advances might counteract the impact your classmates expect? Provide meaningful and detailed feedback.
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