Distribution and cross media platforms

Category: Entertainment

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Task 2: Distribution and Cross Media Platforms. Viral Advertising: A business strategy that uses existing social networks to promote a product. Its name refers to how consumers spread information about a product with other people in their social networks, much in the same way a virus spread from one person to another.  For example, in 2013 Evian's 'Roller Babies' held the Official Guiness World Record for most viral ad of all time. However, only a few months later they were over taken by Dove's 'Dove Real Beauty Sketches'.  Targeted Advertising:  uses sophisticated methods to target the most receptive audiences with certain traits, based on the product or person the advertiser is promoting. Many are used online but advertisers use other media as well. For example, adverts can be placed based on demographics, the consumer's previous buying history or behaviour.  Native Advertising: are adverts that are adapted to suit the form and function of the platform that it appears on to make it not as obvious that it's an ad. For example, ads are adapted to suit Snap chat when they appear while you are swiping through different people's 'stories'. Shoppable Tags: Instagram uses shoppable tags: when a business posts one of their products on Instagram they can create a 'sticker' which appears when a user clicks on the post. The user then can click that sticker which will take them to a website where they can then purchase that product if they wish to do so.  Different applications and platforms have different ways of using shoppable tags, for example instead of clicking on the screen for the sticker to appear people may have to swipe up and another window will appear.  Native advertising: This  ' Voxi ' advertisement is an example of adverts that pop up which users on Snapchat can skip whilst looking through different 'Stories' which is where users can post pictures and videos.  Targeted Advertising: ​  People who are interested in Game of Thrones may have searched up different things to do with it a lot which means that adverts such as this will appear down the sides of websites such as BuzzFeed.  Shoppable Tags:  On Instagram shoppable tabs are used so that when you tap on a post a link pops up that you can click which will send you to the website of whatever the tag was attached too. Clothing lines use this a lot to advertise their products.  Viral advertising:  Evian's 'Roller Babies' went viral as people enjoyed the advert and would send it on to others which meant more people viewed it. Thus leading to Evian getting a place in the Guiness World Record book at that period in time. 


Task 2: Distribution and Cross Media Platforms. Targeted Advertising Advantages: Digital Natives may be happy with targeted advertising as they would rather receive adverts about stuff they are interested in than have random adverts that doesn’t appeal to them.  Disadvantages: Digital immigrants may not be happy with the idea that people they do not know can see what they have been searching on the internet and know what they are interested in. They may feel as though it is an intrusion of their privacy.  Native Advertising Advantages: People may not mind native advertising as it means they can be introduced to different products or services without having to do internet research. Disadvantages: Some people may find it agitating to be interrupted by some sort of advertisement while they are trying to focus on something they are interested in on whatever type of social media that they are using.  Viral Advertising Advantages: The advert goes viral which means that it has gained a lot of popularity and has been viewed by a lot of people. This is good for the company who made the advertisement as it means that more people will want to use their product or service. Disadvantages: However an advert could go viral for completely the wrong reasons. For example: lots of people may not agree with what is being represented in the advertisement and it could present a highly controversial topic. If the advert goes viral because people are angry about the topics brought up, this could create a bad reputation for the company. For example, 'Gillette' released an advert called: 'The Best Men Can Be' which received a lot of negative feedback. The advert contained lots of 'stereotypical' male activities such as 'wolf-whistling'/going after 'hot' girls that walk past them. The men are then put in their place by other men who show what they are doing is wrong – the 'wolf-whistling man's' friend told him to stop and that it wasn’t alright to do. One of the reasons why this adverted received a lot of negative feedback is that is that some men were offended by the stereotypes portrayed in the video. Therefore, this gave 'Gillette' a bad reputation as they had unintentionally offended a lot of people. Shoppable Tags Advantages: Easier for customers to spot the product or service they want and gives them a direct link to the company's website. Making it easier for their customers to purchase a product or service means more sales for the company.  Disadvantages: May just ignore and continue scrolling.  Digital natives may not understand the concept and miss the tag.  Gillette advert 2019: in this part of the advert the man in the grey t-shirt is about to go after the girl walking past but he's then stopped by his friend in the chequered shirt.

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