Task:3 (Guardian Article Questions)

Task : 3
The Guardian Article Questions

Summary

The article states that due to the internet , people no longer have the tolerance to watch '30 seconds of sell' in their busy lives. Adverts have lost importance. Native advertising , product placement and branded content may be the way forward.

Notes:

• The article by The Guardian informs audience about the fact that adverts , commercials are now becoming extinct .
• It says how they were popular during 1960's as people had no other form of media e.g. Facebook , twitter , this meant that people had the time and patience to sit through minutes of adverts as it was seen as a time killing activity.
• However with a rapid growth in the use of emails , messages and other forms of network people no longer have the need or tolerance to watch commercials .
• The only way brands can now promote themselves is through uploading their content as a tweet , Facebook page . The article notifies us as to how very soon adverts and commercials will be like pieces of antiques waiting for the discovery of historians.

What are the main challenges faced by the advertising industries?

I believe that new form of technology gives serious competition to advertising . The creation and development of twitter , Facebook and phones have given people something valuable to do instead of sitting on their couch and waiting for their show to continue . I also think that the biggest challenge that the industry faces is the fact that TV's have also now become advanced , with the 'ability to pause , fast forward , rewind' . This is such a graet challenge that I believe it thraethens to to erase the advertising industry in a few years when TV shows may become completelt ad free!

What is native advertising , branded content and targeted advertising?

Native advertising :
When an advert is made to physically look like the content the reader is reading or viewing. E.g. A company can advertise their product as a twitter feed , this can then be shared through the billions of people that use twitter . Native Advertising is therefore sharable content,

Branded Content:

Any content that the consumer reads or sees  that will remind them of the brand it is associated with. It makes the reader think of the brand as they view the content. A really good example is The Lego Movie , which seems like a 90 minute advert but it actually has the ability to connect consumers to the Lego brand  deeply , by associating important life lessons through the branded content e.g. staying true to yourself.

Target Advertising:
Targeted adverts are those that are produced for a specific audience. Certain adverts may appear in front of a consumer depending on their browsing history e.g. if they view a lot on branded shoes like Nike , then they may see adverts from the brand Nike pop up when they go online .