Advertising in a Digital World

In this week’s Introduction to Digital Communications class we discussed how digital growth has most dramatically changed in the advertising industry. Advertisements have become more diverse as we continue to see changes in technology. Below are a couple examples of what we talked about in class.

  • Ads in Facebook videos. Facebook showing advertisements in their videos is now similar to how we see many videos on YouTube. Since Facebook always looks to be the most dominant social network out there, they continue to add features and limits to specific parts of the site – in this case, video. Facebook won’t allow you to share a YouTube video on their page and have it auto-play, mainly due to the fact that they want you to upload your video to their site (it shows up as a thumbnail when shared from YouTube. This also allows them to places ads in the video and make money that way. Users typically have to watch some or most of an ad before watching a video – a new, kind of forced, way of advertising. Facebook is also encouraging video advertisements for your business – read more here.
  • Snapchat geofilters. Snapchat geofilters (see samples below) are one of the more diverse out of the most recent digital advertisements created. Snapping a video or photo and then swiping left allows you to choose filters based on your location or a campaign that is going on. For example, as you can see below, most cities now have filters for you to use when you send your snaps to others – which, in turn, promotes the city. Many companies use this technique to spread awareness of their brand, campaign, or event. One example that comes to mind is the show Scream Queens. I remember seeing commercials for it on TV, but when the pilot show was about to come out, a Snapchat filter was created to promote the show. The geofilters usually are unique and entertaining, which leads to “snapchatters” to use the filter – without always realizing they’re helping promote a brand, campaign, or event.

snapchat geofilyersPhoto source: snapchat.com/geofilters

Other advertisements we see today include podcast ads, social influencers, personalized ads tailored to our Internet activity, and much more. All of these have impacted the advertising industry greatly – making it harder to keep up with all the different platforms to use, but also making it easier to reach the target audience. It’s funny to think about how radio, print, and TV were the most popular way to advertise – now there are almost too many!

Advertisements

Journalism during the 2016 Presidential Election

Journalism was either praised or criticized by many during the 2016 Presidential election. During this week’s class, we were asked what grade (A through F) would we give journalism during the 2016 presidential election race. I found it interesting that each of us graded differently, but majority were in the B to D range. Many of us shared the same points and reasons why we placed journalism in the “below average” category.

Read: How the 2016 campaign changed political journalism by Kristen Hare and Alexios Mantzarlis to see what 20 journalists graded the election coverage, as well as advice for the future. 

First, many agreed the night of the election coverage was off. I stayed up for the entire thing, flipping through a few different mainstream news channels, and all had different results. I actually noticed that Google had the most accurate results in terms of electoral votes coming in, and then Fox News was the second most precise (from my experience). This shouldn’t be the case – we should be able to see realtime results on all stations.

Second, a lot of the election mainly focused on now President Donald Trump. While he certainly put himself out there to gain the attention of voters and mass media, I think that journalists could have done a better job of highlighting the other candidates more. I felt that the whole election was full of attacks rather than the good of each candidate.

Third, all of the news headlines have become more about what small point in that article or news coverage captures a person’s attention, rather than what the story as a whole is about. I noticed a lot of news stories shared on social media would have a crazy headline, usually attacking Trump or another candidate, and then you open the story and it’s all about another issue, with one or two sentences about that headline. The changing of headlines can  be the journalist skewing what the person said or did to make a story interesting. As someone said in class, it’s like all the headlines these days are for tabloids. (I also found Column: Why click-bait will be the death of journalism by Jeffrey Dvorkin to be an interesting article!)

One final point I’ll make is that numerous mainstream news channels have turned their morning and other shows into talk shows, criticizing other journalists during them. It’s almost like a battle of the news stations – who can sound more truthful or more journalistic?

I’m sure we will continue to see changes in journalism in elections as the Internet keeps evolving. What would you grade journalism during the 2016 election?

Digital Divide: The Global Difference

In this week’s Introduction to Digital Communications class, we discussed the digital divide on global, social and personal levels. The one I found most interesting was the global divide – the difference in technology between industrialized and less industrialized nations. Wealth, language, lack of reading ability/education, etc. are all factors that contribute to the industrialization of a location. The thought of life without Internet made me think of how lucky we are as a nation to have it.

It isn’t only not having the Internet that is crazy to me, but the lack of opportunity in some countries, such as Eritrea. In America, we are able to go to school and get a proper education to prepare us for our future beyond school. In addition, if that isn’t easy for some of us, there are usually plenty of options for us to obtain an education. It is expected of us to get an education.

Now, we have the Internet to give us even more opportunities. We can look for scholarships, apply to college, learn new languages, go to school, etc. – all online! We are SO incredibly lucky to be afforded these possibilities that sometimes we take them for granted. When we think of the global divide and the countries who aren’t offered the same things we are, we have to remember to be grateful for what we have and what we can do with our lives, because there are others out there wishing they could do what we can.

It’s imperative to help others when you can. That’s a big thing I do in life. It’s important to think of how you can make a difference in the world, and to act on it. So, how can we help other countries become industrialized enough to get Internet? I would love to hear your ideas! It would be great to all come together and be able to make someone’s life by giving the gift of the Internet.