| Rapid advances in technology have changed | | | | popularity, the advertising possibilities will grow as well. |
| everything from health care to communication. Now, | | | | Viacom, Disney, and Clear Channel all have radio-type |
| as the latest technology becomes more accessible to | | | | podcasts, and even print media outlets use podcasts |
| a broader market, the advertising field is changing, too. | | | | to broadcast interviews and other audio supplements |
| Years ago, you could plan your advertising campaign | | | | to their print stories. For example, you can read an |
| around a few television commercials and print | | | | issue of a magazine and listen to an interview in its |
| advertisements. And most companies would never | | | | entirety on the magazine's website. |
| have considered spending a sizeable portion of their | | | | 3. Gaming |
| advertising budget on the Internet. But in 2006, online ad | | | | Sixty-eight out of 108 million households currently play |
| expenditures are expected to reach over $16 billion. | | | | video and computer games, according to the "Digital |
| Advertisers who want to reach their target audience | | | | Gaming in America" Ziff Davis report of August 2005. |
| and remain competitive in this high-tech world have to | | | | Advertisers can reach this market, which is mostly |
| change with the times. You need to keep up with | | | | comprised of young males, in two ways. |
| emerging technologies, what media types are most | | | | First, advertisers can use gaming technology to insert |
| popular, and how consumers use what's available to | | | | their ads in popular games. For example, say you are |
| them. | | | | playing a football video game on your XBOX 360. |
| If you want to stay current and advertise your | | | | You'll see ads placed on the sidelines and on the |
| products and services in ways that reach your target | | | | scoreboard just like you would if you were in a real |
| audience on their turf, consider the following forms of | | | | football stadium or watching a real game on television. |
| emerging media. | | | | Video games are also played online, allowing gamers |
| 1. Blogs | | | | to compete with opponents in other parts of the world. |
| Blog is short for "web log," online journals that people | | | | These games offer many opportunities to place logos |
| without any HTML knowledge can create easily from | | | | and products that a huge audience will see. |
| any computer. They are frequently updated and | | | | Another way to advertise using games is literally to |
| usually include the owner's thoughts or musings on | | | | create your own game that the consumer can play |
| topics ranging from what's happening in the news to | | | | online. This is commonly referred to as Advergaming. |
| what they wear to work. | | | | Many companies, such as Lipton and Mountain Dew, |
| Companies or individuals can keep blogs. Company | | | | have used this advertising technique. The greatest |
| blogs usually promote products in what is known as an | | | | benefit of these games is that they get people |
| "adverblog." However, those blogs started by | | | | involved in the brand. Game designers create these |
| individuals without a commercial affiliation usually have | | | | games to interest a particular target audience, such as |
| more credibility. | | | | young children. Be aware, though, if you're marketing to |
| About fifty million people keep blogs. And many | | | | kids, to closely monitor the game's content. |
| different categories exist, including travel, health, and | | | | 4. Mobile Advertising |
| business. Blogs are popular because they provide a | | | | Nearly 199 million people in the United States subscribe |
| concise summary of news and information and give | | | | to mobile phone services. And every phone produced |
| users power by providing information all in one place | | | | in the last year is capable of accessing the Internet. |
| and on a timely basis. A blog dedicated to heart health, | | | | What does this mean for advertisers? It's another |
| for example, will likely pull information from sources all | | | | method for reaching the target audience. People now |
| over the Internet, so someone surfing for heart health | | | | use mobile phones to search the Internet, play games, |
| information doesn't have to search several sites for | | | | and instant message as well as to access sports |
| the most up-to-date research about the topic; they can | | | | scores, learn breaking news, and even check out |
| find everything they need on a heart health blog. | | | | horoscopes. |
| As far as advertising on blogs, ads are generally | | | | Mobile advertising presents a great means to reach |
| related to the blog topic. That heart health blog could | | | | the high school and college student markets with |
| be an excellent place to advertise a health food or | | | | banner and video ads. Currently, mobile ads are simple |
| exercise product. If you're interested in advertising on | | | | and usually text banners. But down the road, as this |
| blogs, first look for help from marketing companies that | | | | technology continues to advance, cell phones may be |
| measure hot blog topics and provide market research | | | | capable of displaying television ads. However, this |
| based on blog content. | | | | media outlet is not without limitations. Everything in your |
| 2. Podcasts | | | | ad has to be cleared by the phone company, so you |
| Podcasts deliver digital audio and video files to a user | | | | must consider the logistical aspects of placing mobile |
| via the Internet. The name comes from the iPod, but | | | | ads. |
| they aren't just for iPod users. A pod cast is an audio | | | | The High-Tech Future of Advertising |
| file in MP3 format that a consumer can download to | | | | If you want to remain competitive in the future, |
| their iPod, MP3 player, or computer. Then the person | | | | technology will be key to your success. You should |
| can listen to it over and over again, share it with | | | | consider these four, and other new types, of digital |
| friends, and save it on a computer's hard drive. | | | | media when putting together any advertising strategy, |
| Six million people have downloaded podcasts, | | | | because traditional media outlets just aren't as |
| according to the Pew Internet and American Life | | | | effective as they once were. While it's difficult to |
| Project. And of the twenty-two-million iPod owners, | | | | predict exactly where the trends are headed, when |
| twenty-nine percent have downloaded podcasts. | | | | you keep an eye on new technology, you and your |
| Podcasts are an emerging media form that will | | | | service won't be left behind. |
| continue to grow, and as this media outlet increases in | | | | |