Page 186 - Convergent Journalism an Introduction Writing and Producing Across Media

MULTIMEDIA ADVERTISING

Advertising Grows as New Digital Media Evolves

Digital technologies are offering advertisers new ways and places to
target fragmenting media audiences:

• Digital cinema advertising is one of the fastest growing segments
of media. The United Kingdom leads the world in cinema
advertising, accounting for 60 percent of the $1 billion in global
cinema ad revenues in 2003. The U.S. share is 20 percent. New
digital projectors allow cinema owners more flexibility in
producing ads for national and local businesses.
• Interactive TV (iTV) is finally becoming a successful platform
for advertisers. iTV has been successful in the United Kingdom
for nearly 5 years. In this country, thanks to the growth of
digital TV and broadband Internet, iTV is offering advertisers
ways to target families with interactive messages that allow
feedback and the ability to purchase products.
• Product placement has been popular in movies and TV for a
176 while, but other less mainstream forms of media are also being
used. Domino’s Pizza, Red Bull, and Vans recently inked a deal
with Comedy Central to embed their products in a new adult
cartoon series and video game placements are also growing
rapidly.
• DVDs give advertisers interactivity and the chance to leverage
promotional partnerships with movies, concerts, and games.
• Online video advertising grew tremendously in 2004. Thanks to
the added speed of broadband connections, many marketers are
using in-stream ads—video ads shown before you see the online
video content—to complement TV ads.
• Interactive kiosks and video networks in malls and retail stores
are part of the growing trend toward retail media networks that
allow people to get information and interactively shop for
products.

Advertisers Evolve to Multimedia

Before the Internet developed into an effective advertising medium,
most advertisers used a handful of traditional mass media to market
products. National ad campaigns typically included TV and magazines