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New Media Advertising

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New media advertising uses innovative technology to reach customers, especially through the use of the Internet. While many of the older versions of advertising such as newspapers, magazine ads, direct mail, and television commercials still exist, the influences of these traditional methods of advertising have decreased forcing the marketing industry to consider new media avenues.

Consumers choose the Internet to socialize, read the news, and purchase goods and services. A computer or smartphone screen is likely the most efficient way to reach these technologically savvy consumers.[1] Technology is not only limited to the younger generations but also older generations are likely to use technology to reconnect with old friends as well. Using new media to advertise is ideally the stronger tactic a business can use right now. Advertisers are now allocating more of their money on digital outlets than on traditional media outlets like the ones listed above. New media advertising employs new technology to reach customers, specifically on the Internet. While print, radio, and television ads still exist, traditional advertising's influence has decreased, forcing the marketing industry to consider new media avenues. Consumers are increasingly on the Internet to communicate, receive news, and purchase products. A computer screen may be the most efficient way to reach these technologically savvy consumers. New media is interactive and Internet-driven. It consists of websites, blogs (Web logs), vlogs (video blogs), visual and audio newscasts, RSS news feeds (Really Simple Syndication Web updates), and social networking. These choices are available to anyone with an Internet connection and are a way to gain a global audience. Social media, a huge component of new media, consists of channels set up to form online communities. Users can communicate and spread information widely and instantly, known as viral marketing. Strategically placed ads on these sites get people talking and messaging. With new media come conundrums. Statistics show that consumers are now learning about products via trusted peers online. Evidence suggests that advertising is no longer the main influence on consumer purchases. Potential customers visit other buyers' blogs or forum discussions. They read buyer comments and write their own user ratings. This people-driven movement is giving consumers the power of voice and choice. [2]

Digital Advertising and Purchasing Ads

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Digital advertising became more popular as publishers developed new ad formats for brands and advertisers to engage more closely with their viewers. Most digital advertisements come in the form of banners. Eventually, native advertising became a concept of interest. Native advertising is a type of advertising that matches the form and function of the platform on which it is found and it came about when media platforms and publishers realized that their whole platform could be used for ad placements instead of just on the edges of pages. [3] The advertisements “appear as part of the typical browsing experience,” and “engage with the viewer with relevant ad content that flows naturally into the content on the website.” It is advertising that doesn’t disrupt a user’s experience but instead is seamlessly included in it. Matt Cohen, founder and CEO of OneSpot says “these advertisements aren’t asking you to do something other than what you’ve come to the website to do already.” [4] Engagement is also amplified because the ads are placed with relevant content, thereby also creating value for the viewer. (Distributors, however, do have to place warning labels on the content to make sure that the paid placement is completely transparent.)

In this way, users are seen to engage more with the ads, rather than just glancing over obvious display banner ads. Some examples of social media sites that have used native advertising include Twitter through its promoted tweets, Instagram through sponsored ad photos, Facebook through its sponsored stories, and YouTube through its featured videos (examples below). Advertisers essentially “borrow” the content distribution platform.

The movement to digital advertising also stems from the increased use of programmatic ad buying platforms that are making “national buys easier for large advertisers.” Programmatic ad buying refers to “the use of technology to automate and optimize the ad buying process in real-time.” [5] It is a catch-all term that encompasses the leveraging of big data and technology to target and reaches a precise audience and deliver to them the most effective ads. Traditionally, the process of buying ad inventory would involve an advertiser having to contact a publisher to buy ad inventory, which then involved an insertion order (a formal printed order to run an ad campaign and included things like which website or ad network was going to receive the order, what ads to run, when to run them, how long to run them, ad size, rates, and other details), and a lot of human negotiation. Tracking the results of an advertisers’ campaign was also difficult because data was scattered across sites individually and there was no way to analyze performance on a single platform. This process would be time-consuming and costly. Programmatic ad buying offers a more efficient and transparent way to buy ad inventory, test campaigns, and analyze results.

Advertisers have two ways to have their ads placed – through Programmatic Direct and Programmatic Real-Time Bidding. Programmatic direct is an automated buying process of assured ad inventory that isn’t auction-based and more on a direct buying process. [6] On the other hand, programmatic real-time bidding (RTB) is an auction-based method that involves the advertiser, publisher, demand-side platforms, and ad exchange. Publishers will make their ad impressions available through a marketplace, also known as an ad exchange, and DSPs will decide which of those impressions makes the most sense for an advertiser to buy. A supply-side platform would help to automate the selling of the ad impressions for publishers and media owners. Prices of impressions are determined by real-time auction (RTB), and the impressions are auctioned off to the highest bidder. This whole process happens in milliseconds right before a web page is loaded. The whole programmatic ad buying process has proven to be more cost-effective and transparent. Buyers no longer have to be locked down into contracts and have the ability to go in mid-campaign to evaluate what was working or not based on their campaign criteria and narrow their target even further to ensure they were only paying for the most effective ads.

The bottom line is that digital advertising growing fast. According to Nancy Bowman, "According to the Internet Advertising Bureau (IAB), U.S. digital advertising spending grew to $50 Billion in 2014 with 50% of that spent on search." [7]

There are many ways businesses can target their customer base through new media. New media, especially social media has made it easier to reach interested customers and to increase sales. Also, it has offered possibilities for businesses to represent themselves through official accounts and keep their customers up to date with new releases. It has become extremely convenient to follow our favorite brands on our social media accounts and track the release of new collections. It is now a necessity to be present in social media, to be on top of new trends that emerge every day. People are big fans of fast fashion and they tend to get inspired by other people they see online, such as on Instagram, Facebook, and YouTube, which in the modern world are called influencers. They follow these trends and are looking to buy the same products these influencers use. Also, by searching online what they are interested in, people are giving out their data to big corporations, that use this information to send ads to their target audience. Social media and social networking have changed, improved, and made more efficient many aspects of our life, including business and marketing. Nowadays, researches show that businesses spend billions on social media marketing and have seen positive results in their sales and revenue.

New Professions in Advertising

Copywriter

Digital advertising has also created and transformed a lot of professions. For example, today a lot of copywriters instead of writing the articles, are managing social media accounts of many companies which requires a different set of skills. Copywriters need to know how to write an appealing instagram post that will make a reader stop and actually read it, instead of keep scrolling down.

Verbal Design

A couple years ago creatives usually were separated in two groups - graphic or visual design and copywriter. Nowadays, we are observing the creation of a third subdiscipline called verbal design. According to Jennifer Vano, "Verbal Design is the practice of conceiving and crafting language to reflect and drive a connected brand experience." [8] Verbal designers decide what will be the main message of the brand, what will associate with it. "Verbal Designers must study a brand, the context in which it exists, the audience, and language itself while also thinking critically, applying technique, crafting with care, and ensuring every word, everywhere, has a place." [9]

Influencer

Nowadays, Influencers are often get paid to go on vacation to promote a certain resort or travel experience. They get free products from luxury brands in order to promote them on the Internet. But who are influencers? An influencer is an individual who has an above-average impact on a specific niche process. Such individuals are not simply marketing tools, but social relationship assets. They may be the person responsible for affecting key contracts, supporting new product releases, or part of a resource pool that increases market awareness and industry shifts before they happen. Influencers then are classified depending on their social network. Some of the examples are YouTubers, Instagrammers, and Bloggers.

Influencers

With Influencers becoming so popular it was not long before influencer-market has been established. There are companies that specifically specialize in the Influencer market. Whalar is one of these companies. According to them, "Whalar is professionalizing the influencer-marketing space through a new, stringent set of industry standards that build on our benchmark of excellence." [10] Besides analyzing the data behind posts, influencer-marketing driven companies usually match influencers with brands depending on their audience's interests and hobbies.

Community Manager

Some of the jobs spesifically emerged because of social media creation. One of those proffesions is community manager. A community manager helps build, grow and manage a company’s or brand’s online communities. Using analytics tools to monitor social media outlets, online forums and blogs, a community manager finds out what people are saying about a company or brand. A community manager also engages with customers and fans, and uses social media and live events to help increase brand loyalty. [11]

Social Media Manager

With the rise of social media sites and the number of people who use it increased dramatically a new position was developed in the marketing department. Social Media Manager works very close with Community Manager but his/her responsibilities are different. According to Brent Barnhart, A social media manager is responsible for being the brand on social media.They create content, craft copy for posts, respond to comments, answer questions and much more as the brand. [12] Community Managers try to find new followers and customers for the brand and boost brand awareness. Social Media Managers, on another hand, want to keep existing customers engaged. They usually work on keeping a good relationship with existing customers through social media.

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When running various social media platforms through an executed strategy, social media managers also use tools such as Google Analytics to analyze the traffic that is linking to their website. Majority of the times, social media is used to showcase a company's website to increase traffic and in turn, develop more sales on their products or services. According to Techopedia, Google Analytics is a website traffic analysis tool that provides real time data and reports on user interactions within the website. [13]. Thus, Google Analytics is one tool many Social Media managers use to see if their platforms are driving traffic to website and leading to conversions.

The social media manager of a company is probably the most important job in the marketing department because of social media’s power of being able to reach vast amounts of people in seconds. If something is said on social media that the public does not find right, then a frenzy will soon follow. It is important to please the public and to entertain them because by doing so they’ll be more inclined to use their products and services. A social media manager needs to be creative, entertaining, and resourceful. They provide a special connection with the company’s customers. Through social media the customers can voice their like and dislikes therefore it is imperative that the social media manager responds to their comments about the company. An example of a bad social media manager was when Dove posted an add onto their Facebook account that showed a black woman transformed into a white woman after using Dove’s lotion.[14] It sparked outrage from the public. Customers voiced they were angry and uncomfortable from the ad. Dove eventually apologized.

Social Networking Platforms

Social Networking can simply be defined as a network of social interactions and personal relationship. It is a dedicated website or application that enables users to interact/communicate with each other by posting, comments, sharing information. Nowadays, social networking becomes familiar to all the generations. Here are some popular social networking websites: Facebook, Twitter, Vine, Instagram, Flickr, Google+

Social networking sites such as Facebook and Twitter are all about people connecting with other people. But even though people are socializing via these sites, these sites also do a lot more. Social media are used extensively for promotional purposes in a variety of ways. Social media are used to provide customer service, updates, announcements, promotions, sweepstakes, contests, and product development. On one level, social media advertising is the same as conventional advertising. Where it differs is that social media allow organizations an increased ability to target recipients with advertising based on the recipients expressed interests. Crowdsourcing and word of mouth are two activities that demonstrate how advertising via social media is a new practice but at the same time an extension of prior long existing practices.[15]

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Although there are many different types of Social Networks, Facebook seems to be the primary go to place for social media advertising. With a worldwide active user count of over 1 billion, it is easy to see why. [16]

Not only can businesses promote their product, but the users can offer comments and feedback regarding that product. If a user likes a particular ad, they can share it on their timeline, which can appear on the newsfeed of all of their friends who may not have originally seen the ad to begin with. A newsfeed is basically a list of new content being published online.

Facebook

Facebook is an excellent way of advertising for a company or your own startup company. With billions of users on Facebook, advertisements can reach a wider range of audiences. To engage your fans and followers, Facebook allows you to add new posts, pin the most important post on the top of your page, ask questions, and share exclusive news to Facebook users. To create popularity, Facebook allows you to participate in events or you can create an offer that the fans cannot refuse. All these benefits come with a price. Facebook charges companies a monthly payment for helping them advertise on users Facebook. Advertising is not cheap, thus companies need to spend time doing research of where to post their advertisements.

Raaj Kapur Brar runs a small digital business of various fashion magazines. One of his most popular titles is Fashion & Style Magazine. Like most business owners would think, Facebook is a prime advertiser. Unfortunately he was wrong when he invested more than $600,000 in advertisements. The advertisements that were being posted on his followers and pages on Facebook were reaching fake users [17]. Advertising isn't just about dumping money on an advertiser and having them distribute your advertisement. Business owners need to be at caution and monitor their real-time results. Are your ads generating a sufficient Click-Through Rate? There are many fake accounts on Facebook and you have to be certain about who are target audiences are otherwise your advertising dollars are gone to waste.


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Facebook Ads

There are three different types of Facebook ads one can set up. You can have a:

1. Campaign Level Ad
2. Ad Set
3. Ad

A Campaign Level Ad Is the Highest level of ads. The campaign ad level allows you to have multiple ad sets per campaign. An Ad Set Is where all of the magic happens, Ad Sets allow you to create detailed targeting. Meaning that ad sets give you the capability to choose the specific types of people the will see your ad. (Showing your ad to everybody that likes a specific page or video) An Ad Is what the customer actually sees. This is where you actually get into writing up your ad and adding different videos or images to your Ad if necessary.

Facebook Ads Vocabulary

Facebook Ads seem intimidating at first since most people don't understand the terminology Facebook uses. In order to understand how to fully optimize your ad sets, you must have full understanding of Facebook's vocabulary. There are two types of ways you can create your custom audiences theres:

1. Custom Files
2. Website Traffic
3. Engagement 

Custom Files Is when you tell Facebook to attract your customers by their email addresses, phone numbers, or data of that sort Website Traffic Is when you tell Facebook to create a list of people who have committed certain actions on your website. (Adding an item to their cart and not checking out, or searching for an item and not adding to cart) This gives you the ability to retarget the people who you already know are interested in your product or service. Engagement Is when you tell Facebook to attract customers based on peoples engagement with other pages. (likes, shares, comments)

Lookalike audience A lookalike audience is when Facebook takes all of the different data points and variables from the people who've liked your specific page, and creates a new list of people that have the same or similar variables than the people who already liked your page.Facebook uses a variety of different data points and variables some variables Facebook uses to create a lookalike audience can include: If your a homeowner or not, annual salaries, page likes, etc.

Facebook Pixel A Facebook Pixel is what allows you to retarget your market. Facebook pixels tell gives you a list of people who have acted or just simply visited your Facebook page, or your own personal website.

Instagram

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Originally, Instagram was a personal platform where one got to share his or her photos/videos with their friends or followers, but as social media is becoming more prevalent in today's society, more businesses are using it for promotional and advertising purposes. Today many companies have created Instagram profiles in order to promote their brand and campaign, allowing for more audience engagement. For example, Nike which is a very popular brand has an Instagram profile that has a following over 71.8 million people. Another method that is becoming more popular today is that companies are partnering up with social media influencers who have a large fan base on Instagram, to promote a product. With a larger fan base, these influencers are able to bring awareness to this brand or company in a way that is more appealing and effective to consumers. People are more likely to buy a product if they see someone they like or know using it, so this is an effective method to get brand awareness. Recently, Instagram started a new section in a user's dashboard where they allow companies to be a sponsored ad and all users are able to see it. This new feature helps Instagram bring in more revenue through the paid advertisements, but it also gives companies the ability to reach the whole Instagram user base. There are many different types of advertisements to choose from. The choices are an image, a video up to a minute long, or a carousel, which is a series of photos that users can swipe through. The call-to-action feature allows direct engagement into the product that is being advertised. The only thing users need to do is click on the link at the bottom of the ad, and they will be brought directly to the company’s website. The higher the engagement rate for the ad, the more frequently it will be displayed on the dashboard. Also these advertisements are able to target specific users, based on age, gender, and general interests.[18]. Instagram is continually improving ways to help companies advertise.

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Instagram advertising is available in many different countries like Russia, Poland, Spain, Mexico, Taiwan, and New Zealand. This allows advertisers to bring visual appeal to their audience and increase brand awareness as well as customer engagement. Instagram ads use Facebook targeting and allow companies to post photos and videos on their accounts. These ads are served based on what the platform relates to as your interests, such as people you follow or content you have liked in the past. Additionally, companies can track the performance of their ads through metrics such as clicks and video views. Instagram suggests businesses create high-quality content related to the brand to increase the chances of being discovered by non-followers and gain new followers. Sponsored ads can be shown on the Explore tab or News tab. Instagram users who do not want to see particular ads can choose to hide them[19].

Recently, Instagram began to very suddenly place advertisements on each users home page feed. From each user's activities, likes, and browser history, Instagram is able to conduct the most appealing advertisements for each user to see. It bombards its users page in order to grab their attention and get them to hopefully continue on to the page and purchase that specific product or a similar product from the same company. This form of advertisement may not be completely noticeable to Instagram's users but it does have a tremendous impact on the subconscious mind of each user. Whether they realize it or not, they are unconsciously drawn to these advertisements and further pulled into that realm of product advertisement, which results in them purchasing many of those products in the end. [20]

According to Statista, Instagram currently has between 800 million and 1 billion users. Instagram statistics prove that 60% of its users discover new products while searching the platform and approximately 75% of its users pursue action to purchase these new products after being inspired content on the social networking app. Most of Instagram’s users fall between the ages of 18-29 with 55%, 28% of users are between 30-49, 11% are between the ages of 50-64 and only 4% of users are above the age of 65. Instagram’s advertisements are created through the use of Facebook’s demographic data. This helps to ensure that appropriate ads are distributed to the correct users to match their liking. [1]

Another way companies are advertising is through what people call "influencers" or "brand ambassadors." An influencer is a person who has a large Instagram following that promotes products on their Instagram page for money, or in exchange for free products from said company. In this way, the promotion attracts Instagram users to buy or use products. There are big influencers with 100k+ followers and then there are micro- influencers anywhere from 10k-100k. If you get down to the numbers, 66% of businesses report that they pay under $250 per post, while 27% pay between $250 and $1000. According to Later.com's report, 79% of businesses rank engagement as the most important factor when evaluating who is an ideal influencer, followed by quality of followers (70%) and industry or niche (67%). [21]

After it's acquisition by Facebook, Instagram rolled out a variety of ad products for companies. Photo, video, carousel, and story ads are all native to the Instagram platform and allow advertisers to create ads that look like they belong in the feed. Like on many other platforms, advertisers can target their ads to be shown to people of a particular demographic with specific interests. All these are determined by the people they follow, their interactions on Instagram (photos they like, videos they watch, etc.) and what they upload. [22]

Twitter

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Twitter is a rich marketing venue for businesses that many savvy professionals have taken advantage of to promote their brands. Companies broadcast information with the purpose of drawing in potential clients, partners, mentors, employees, and other aspects of the professional network for their businesses. Twitter’s role in business can lead to unexpected new relationships, the emergence of new ideas, perspectives, unexpected slants on topics and problems. Active participation on Twitter can help maintain a constant presence and help build trust with your network. Probably the first element viewed on a company’s Twitter account is its Twitter Bio, which gives the first impression. This is where the business sends out a clear message about what they are and what products or services they offer in no more than 140 characters.


The main purpose of Twitter in business is its promotional advantage. Companies spend time and resources developing their Twitter to attract customers by posting information relevant to their products or services. However, it is also wise for companies to include interesting information that can be non-business related so that followers can remain interested. Mixing in different types of media and fun messages—such as thought-provoking articles and comical (but tasteful) images or memes—can give followers something else to view besides a constant stream of boring promotional material. Twitter can make referrals easy with the “Retweet” feature. Followers of a company’s Twitter account can share its updates by retweeting the company’s tweets so that it can be forwarded to the newsfeeds of thousands of other Twitter users. Businesses often tweet content that are valuable and interesting to potential customers in order to draw them in.

Twitter’s social media platform can also be used as a customer service venue for which companies can interact digitally with questions and concerns posed by their customers. Not only does this tool provide 24/7 service from virtually anywhere, it also provides quick, personalized responses. Businesses can use this strategically to make customers feel like a valued part of them and instill brand loyalty by genuinely caring about their concerns. Often times, customers tweet negative comments about a business. Successful businesses approach this problem by taking time to provide a respectful, focused and helpful response to the complaint. Because tweets are open to the public, other followers can view this and appreciate the honesty and integrity in the business’s response. This will often times win their loyalty and increase chances of business interactions and referrals. Positive feedback on a company’s Twitter can result in “Karmic Ripple Effects” which will eventually come back to benefit the company, whether it be new innovative directions or a stronger professional network. Research done by Chadwick Martin Bailey states that “60% of brand followers are more likely to recommend a brand to a friend after following it on Twitter,” and “50% of brand followers are more likely to buy from a brand after following it.” [23]

The hashtag gained popularity because of Twitter. Now the hashtag is widely used in social media, and consequently, the advertising world. A hashtag is a symbol preceding a word or phrase that people use to categorize something for easy access for users. If users were trying to look for a specific word, they can search the word using a hashtag versus searching through different posts for the desired content. Hashtags are heavily used in different social media platforms, especially in Instagram and Twitter. With the use of a hashtag, a post can become well known and get more likes. For example, users on Instagram would try to get themselves more known and a method of doing that would be inputting hashtags onto their posts. The post would show up on other user’s pages if they search for that specific word. Thus, the user image would get more attention and gain more followers. This method also works for companies who uses Instagram. Companies can post a picture of the upcoming product to get more people to know about it and hopefully people will purchase it.

Recently, Twitter rolled out a new advertising product that allows Twitter users to "promote" a tweet. These promoted tweets allow advertisers to create an ad within the Twitter feed. Promoted tweets can be targeted to audiences based on the specifications of the advertiser. All promoted tweets must be approved by Twitter before being sent out. [24]

Vine

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Vine is Twitter's micro-video social network that lets its users create a 6 second video that loops. The limitation in length fosters a creative environment for recreational and promotional users. Twitter acquired the company in October 2012, and has expanded Twitter's user base. The 6-second limitation is similar to Twitter's 140 character limitation, which emulated the creative environment. In terms of public relations, all companies that advertise on the social network are creative and resemble a similar type of creative video as the recreational users.

As of right now, Twitter has no intention on having promoted Vines available on the site. Advertising is only possible through contacting popular Vine account owners and requesting them to make a Vine with their product. This is actually useful, as some Vine accounts have over 15 million followers, leading to a large exposure rate for the advertisement considering the size of the social network. Currently, Vine generates revenue by connecting these Vine accounts by connecting brands with talent. Vine will provide user information who has followers that are relevant demographically, and the ad agency can request the user to make specific Vines regarding a product or service.

The number of people that watch Vines each month is 100 million, and there are 1.5 billion loops per day. The majority of users are millennials, therefore all advertising on the social network is catered to millennials. Instagram responded to the new social network by allowing users of Instagram to post 15-second videos, and in 2016 Instagram upgraded the length to a minute long. [25]

Shortly after allowing it's Vine users to attach video clips of up to 140 seconds, Vine announced that Twitter will be discontinuing the Vine mobile app on October 27, 2016. The company says that the web site would be available until later notice so users would be able to view and download vines.[26]

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The time that vine was as popular as the main social medias such as Facebook, Twitter, Instagram, it helped many companies and brands benefit and advertise and promote their brands purpose. For example, there was a vine about Dunkin' Donuts and they used vine to create their advertisement during the Superbowl. The vine showed Dunkin' Donuts coffee cups on the football field and after that commercial, Dunkin' Donuts became more popular as it was a hit. [27]

Snapchat

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Snapchat can be an extremely useful tool for advertisers. One of the biggest challenges that the ad industry is trying to combat is capturing consumers' attention. The beauty of Snapchat is that it's ephemeral; meaning that it lasts for a very short time. [28] This helps advertisers capture the attention of their users because there is a certain feeling of excitement knowing that a certain piece of content will only be available for a short amount of time. This also ensures maximum privacy for a user because they know exactly who viewed their posts.

McDonalds creates filters for Snapchat users.

A big way that Snapchat is capturing media buys is through its Discover feature. This feature allows a selection of content creators (carefully selected and approved by Snapchat) to have prime real estate on one of Snapchats 3 pages on its app. Some of Discovers' channels include the likes of CNN, The Food Network, People Magazine, and ESPN. These curators update their content every 24 hours. The idea that "If you don't see it today, it won't be there tomorrow" is what makes Snapchat so enticing to its users. To this point, Snapchat's Discover feature has been quite effective. One executive at a Discover publisher said that the publisher's channel is now seeing more than 1 million unique viewers a day. [29] Snapchat capped the number of publishers participating in Discover at 12 but has now increased the amount of channels on this page because of the big success it has had. [30] This makes it more competitive for businesses. Since Snapchat has so many active users, it's a smart move for companies to promote themselves on Discover. [31] Especially since Snapchat's core demographic is 13 - 34 year old's, it's an easier approach to advertising for businesses involved in pop-culture. Each month, new businesses replace old businesses and it's an ongoing cycle. When asked about Snapchat as a platform Mike Dossett, supervisor of digital content strategy at RPA, said, “If you want to dominate one-day reach, there is no more effective platform.” [32]

Another new feature Snapchat has incorporated into the app is their filters. After users take a photo on Snapchat they have the option to apply filters, some include adding the time, temperature, or their geofilter (which is the current neighborhood or city they are in). But aside from that, companies and people are able to buy their own geofilter to advertise their products. One of the most recent was seen in the New York 2016 Primary elections. A candidate, Bernie Sanders had his own Geofilter on Snapchat. On April 19th, 2016, users could take a picture and apply the geofilter on their picture that read "NEW YORK CITY Vote Bernie Sanders Today" and at the bottom was an avatar of Bernie Sanders and the Statue of Liberty and share with their followers. This filter was seen by millions of users that were in the New York area and was a sponsored geofiltrer by the Bernie 2016 Campaign. This was the most recent among hundreds of other companies that have taken advantage of advertising on Snapchat. The great part about advertisement on Snapchat is that it's used by mostly millennials and since TV viewings have dropped for millennials, this is a great way to reach the millennial generation.

One of the challenges however, is that the company is not yet able to give out adequate data on how a certain ad is performing [33] The data it gives to clients pales in comparison to that of Facebook and even Twitter who provide in-depth dashboards. This issue hasn't stopped advertisers from flocking to the young company. But many are of the opinion that Snapchat will have to get its data act together to continue charging such a high premium for ad space. [34]

Recently, a challenge that Snapchat has faced backlash for it their new update. The company switched to an algorithmic sorting method in their design update, which has helped Instagram and Twitter boost growth, but have not seen success. Snapchat changed how people view each others stories and switched people's feed to reverse chronological order. The simplicity of Snapchat is what drives users to use the app. Influencers and celebrities started to quickly ditch Snapchat entirely because it was a hassle to use. This made the company's stock drop therefore decreasing their ad revenue. [35]

YouTube

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YouTube has been a strong solution for advertisers almost since its creation in 2005. The unique and appealing feature about YouTube was its ability to show not only a still image but a moving image with sound. YouTube started off with no advertisements but as the company grew, they began to incorporate a minimal amount of adds which grew as the years went by. YouTube currently offers three types of advertising: “Display Ads” shown on the right side of the screen, “Overlap Ads” that kept the same format as the original advertisement on YouTube, “Skippable Video Ads” and “Non-skippable Video Ads”. The advertisements are generally placed in the most popular videos, not every single video on YouTube. Due to the fact that YouTube belongs to Google, all the ads are strongly targeted to individual users, which makes marketing and advertising much easier to individuals and companies. For example, if you click on a makeup tutorial, the advertisement will be for a beauty company, or if it's for a video game review, then the advertisement will likely be for a video game or counsel.[36]. Moreover, due to the fact that YouTube has been growing rapidly over the past few years, the most notable users, which are considered YouTube celebrities, often become testimonials in advertising by offering certain products in their videos. YouTube celebrities that have a big following receive free product samples that they can review on their channel. These celebrities are able to test different products, which helps them gain a bigger following and the companies that send the products also gain popularity by getting their brand name out to the public. Companies which sponsor these products benefit off of this as more and more viewers watch and invest in these products. Usually, companies pay famous You-tubers to review their products and pays them for it. In this case, the you-tuber has to lawfully confirm that the video is sponsored before reviewing the products. The products can be anything from makeup, video games, clothes, or even gym equipments. This tool is very valuable to advertising agencies, as millennials are very hard to reach through TV or radio. This advertising tactic is effective because customers trust YouTube celebrities' reviews and posts about the product more than ad campaigns. The reason is because YouTubers are regular customers just like them, and ad campaigns are usually not honest about their products. There is also another tactic that advertisers take advantage of YouTube celebrities. A popular make up brand, Benefit, targets teens and young adults, would invite YouTube celebrities on a mini vacation to introduce them about their upcoming products that would be on the market. The YouTube celebrities would vlog about this and it brings brand awareness. It influence viewers to buy their products. Not only for customers, YouTube makes it easier for advertising agencies or brands to understand their customers. YouTube DashboardSe lets you see what videos are trending on YouTube. YouTube Analytics lets you see how your audience is reacting to—and interacting with—your videos. Think with Google lets you explore Google data, insights, and perspectives for marketers. Brand Lift lets you look beyond impressions and views to understand the direct impact your YouTube ads have on perceptions and behaviors throughout the customer journey. Google Surveys lets you learn what people really think about your brand.

Twitch

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Twitch's popularity has recently been on the rise the past few years. Twitch started off as "Justin.tv" a streaming service on the computer and mobile devices for anyone. It eventually was picked up by gamers and changed to "Twitch.tv" making it the leading platform in game streaming. Many consider it a social networking platform now due to the communities which the website fosters. Now, advertising agencies are offers the users/streamers monetary rewards in exchange for promoting a product on the users' profile, the users' stream, and even on the users' other social networking programs. The agencies approach them based on their communities from Twitch and many streamers today have as many as ten sponsors at the same time.

Research has been done regarding the validity and potential of using Twitch as an advertisement platform. Statistics from the Twitch website have confirmed that gamers, or the main consumers of Twitch, are more social conscious than others. There are as many as 1,000,000 broadcasters, which act as individual channels in TV terms, as well as 100,000,000 monthly viewers who spend almost an average of two hours daily watching broadcasts. From these numbers, advertisement on Twitch has definitely been on the rise. [37]

Many companies use Twitch as well. These are companies that usually sponsor gaming events for multiple different games. These prize pools can range from $10,000-$6,000,000 for winners. The main source to watch these live broadcasts are Twitch.tv. Games like Counter-Strike: Global Offensive, Dota 2, and League of Legends all have 3rd party sponsors such as ESL, ASUS DreamLeague, and & MLG that host competitions. Twitch.tv is not only for local streamers, but has become the central form of "television" for all gaming needs. [38]

The Impact of Twitch

Twitch has been around for a few years but why is it just blowing up now? Recently Amazon acquired twitch which immediately increased ratings however, that is still not the main reason why twitch receives the number of viewers it has today. The main reason for Twitches success today is because of a video game called Fortnite. Twitch allows viewers to track and stream almost anything ranging from how to play the guitar to watching your favorite gamers playing video games. Twitch constantly grows its viewer base because it allows viewers to receive free subscriptions once a month if they have an amazon prime account. Even though Twitch isn't new, there is a quick increase of there viewer base which opened doors for many numerous opportunities for a copious amount of people. Since top players now constantly have anywhere from tens to hundreds of thousands of viewers at a time, twitch has given Gaming the opportunity to go beyond just fun. It gave the opportunity for these top gamers to make money and lots of it. Twitch gave the gaming community the ability to expand and grow and now top gamers are now celebrities and looked up to as role models or idols like any other sports athlete or Hollywood star. Twitch allowed people to start making serious money from something that never really existed before. 5-6 years ago you couldn't make a serious living playing video games, but now you can stream on Twitch. Most gamers that stream on YouTube have moved onto the Twitch platform just because of the success it has today and the potential success it will have in the future.

Fortnite..jpg

Discord

Discord.png

The idea of Discord came from CEO Jason Citron. Discord is a social media platform in itself which consist of voice chat and video chat and screen sharing. It is a very efficient and very up to date social media application. It could be compared to other applications such as Skype, Messenger, etc. Discord allows people to create servers which each has their own slacks in their own respects. It could be used to help to promote and advertise certain things on its own. For example, if a gamer wanted to join a discord server where they could find people to play the same type of video games as them or where it be a person who is interested in cryptocurrency, they could go into cryptocurrency server and get the input of many others in that server.


LinkedIn

LinkedIn.jpg

History and Background
The formation of LinkedIn started out in the living room of co-founder Reid Hoffman in 2002. The team of founders of LinkedIn comprised of Reid Hoffman, Allen Blue, Konstantin Guericke, Eric Ly, and Jean-Luc Vaillant. The site was not officially launched until May 5, 2003. LinkedIn grew popular quickly and by the end of the first month, it had a total of 4,500 members. The purpose of LinkedIn as mentioned in its mission statement is to create a community for users such as students, professionals, recruiters, and much more to connect on a more professional level. The company's headquarters are in Mountain View, California but also has offices in Chicago, Los Angeles, New York, Omaha, San Francisco, Sunnyvale and Washington D.C. as well as international locations (Amsterdam, Bangalore, Beijing, Dubai, Dublin, Graz, Hong Kong, London, Madrid, Melbourne, Milan, Mumbai, Munich, New Delhi, Paris, Perth, Sao Paulo, Singapore, Stockholm, Sydney, Tokyo, and Toronto). With such a large reach in different countries, LinkedIn offers 24 languages for its users. The company uses a diversified business model and is publicly held. It obtains revenue from talent solutions, marketing solutions and premium subscription products. LinkedIn currently has over 414,000,000 registered members and as stated on their site, "Professionals are signing up to join LinkedIn at a rate of more than two new members per second." [39]

Using LinkedIn and its influence
LinkedIn uses a motto, "Connect. Find. Be found." From this, it is pretty simple to understand what LinkedIn's purpose is, which is to serve as a social network like Facebook but in a more professional setting. In the past, people would find jobs on newspapers and even advanced to online job searching. Some differences between those methods and using LinkedIn are as follows:

  • LinkedIn allows users to display their past experiences (almost like a resume)
  • LinkedIn acts as a social network for members to "connect" with one another
  • LinkedIn enables members to find real students, recruiters, and professionals to connect and speak to
  • LinkedIn is accessible (website, on your phone)

LinkedIn is a useful tool and has changed the way we find jobs and connect/keep in contact with others professionally.

Social Media and Personal Interest

Using our browsing patterns and cookies that are saved onto your browser, social networks are able to display online advertisements that are catered towards your interest. This helps companies better advertise to their target audience. By doing so, advertisements are not so easily misplaced, and the likelihood of one being interested in an advertisement increases.

Not only do social media sites track our web browsing patterns but they encourage users to share information about themselves as well. Social Networking platforms such as Facebook encourage its users to share information about them to their friends. This information may include movies recently watched, what your interests and hobbies are and more. Through the encouragement of information sharing, Facebook is then able to gear their advertisements towards your interest. New privacy settings have now allowed Facebook to have access to the mic of your device in order to listen to what you are listening to, i.e. what music you are listening to or what you are watching on television. With this information they again will gear advertisements towards your liking. [40]

As there is an increasingly amount of new information on products and services to consumers online, it is important to understand how to effectively target ads to them. It is also essential that marketers understand the needs, wants, and desires of their customers for targeted advertising using social networks. Companies can identify potential customers by advertising recommended products to people through social networks based on their interest and preferences. A consumer’s social network can greatly impact their decision to purchase or take specific action[41].

New Media and Traditional Advertising

With technology constantly improving, traditional forms of advertising has changed the ways they advertise as well. One form of traditional advertising is Out-of-Home advertising, which consists of transit ads, billboards, and so on. [42] Typically, one would see outdoor advertisement on highways, transit stations, and walking around the city. One of the most popular Out-of-Home media agency is Outfront Media[43]. The company's CEO, Jeremy Male stated in an interview that billboards will soon track smart phones and send you messages. This will allow advertisers to analyze behavioral change before and after consumers see an ad that specifically targets the advertiser's demographic. Advertisers that uses billboards will also be able to get far more data about their audience and their personalities[44].

In addition, Outfront Media has selling rights for New York City's subway, bus, and Long Island Rail Road. Advertiser's that wants to use out-of-home advertising have the option to use a service called Interactive Rail and Subway Domination. It allows consumers to physically interact with the advertisements and take advantage of further brand offerings[45]. One example is Beneful, a dog food brand, created an advertising campaign in New York City's Columbus Circle subway station. People passing by can play with dogs on a 64 foot long interactive billboard. The display dogs will follow people, pawing the screen and can even play a game of fetch[46].

In 2015, Outfront Media has also introduced their 'On Smart Media,' which leverages patent-pending addressable displays, cloud distribution, engaging content capabilities and a unique app-driven infrastructure that combines the precision of digital marketing with the impact of out-of-home [47]. Their new technology is currently being used at the 34th Street Hudson Yards station on the 7-Line, in New York City, and will continue to further expand in the future. Their On Smart Media allows advertisers to reach their targets at the right place at the right time.


Propaganda In Advertising

Propaganda and Advertising in New Media

Advertising and propaganda share many common features that are in effects on the public. Advertising and propaganda both plead to people’s sentiment in the real world. Advertising inspires people’s aspiration for consumer goods, services, and ideas using improper images and captions. Also, advertising is a commercial propaganda because using propaganda methods it influences people to buy certain consumer goods, services and ideas so. In universal view, propaganda uses message or ideas that intend to convince people to think, act and behave in certain ways. As a result, propaganda has the power to corrupt people’s thoughts and restrict their ideas. It fully controls their mind, limits their thinking and shapes their thoughts differently. In propaganda, the concepts of repetition, simplicity, imagery, and sentiments work similarly in advertisements. Also, propaganda and advertisements use the technique of weasel words which creates a vague claim by giving an impression that represents something extremely important. Hence, it says one thing but means something else or it doesn’t clearly explain how things are done[48] My message is that both propaganda and advertising share similar aspects of repetition, simplicity, imagery, sentiments, and use of weasel words through new media technologies like the Internet, television, radio, social media (ex, Facebook, Instagram, Twitter, Snapchat) and to give a message or convince people into buying consumer goods, services or ideas.

Definitions

What is Propaganda?

What is propaganda?

Propaganda is a powerful tool that sends and spread a message that will convince people to follow the ideas and it works similarly to advertising by using new media technologies. However, propaganda doesn't motivate the sale of consumer goods, service, or idea but it is a similar concept of sales campaign where propaganda uses ideas to changes people’s behavior and thoughts [49] Also, Propaganda has the most lasting effect which influences the system of education through the use of new media techniques. The features of propaganda are imagery, sentiments, repetition, and simplicity. Imagery, which is the most powerful propaganda tool inserting within the appealing imagery. The use of imagery could be descriptive or graphic carrying out the propaganda ideas or message. Second, sentiment, which is providing small details as possible for carrying out the message that can appeal to some strong emotion or outlook. Third, repetition, which is outstanding to the immature limitations of, shared memory, a message that must be continuously reproduced in order to take hold of the shared awareness. Forth, simplicity, which is that the message must be prepped in such way that it could be understood quickly by the lowest intellectual whole of the group [50]

Propaganda in Advertising

What is advertising?

Advertising uses similar aspects of propaganda. Advertising uses multimedia to promote consumer goods, products, services, and goods, through a variety of different forum. Advertising is passed through our culture in newspapers, magazines, the Internet, billboards, television, and shopping malls. Now, it is conveyed more often in new media technologies because of the digital age. Through amazing graphic displays, advertising guarantees consumers that using the products, services, and ideas presented will change their lives for the better. Advertising uses similar propaganda ideas of simplicity, imagery, and sentiments to convey a message to people convincing them into buying their products, services, and goods [51]

New Media's use of Propaganda

Conveying of propaganda using New Media

One example of real world propaganda is “In 2013, Iran showed pictures of their new stealth fighter flying over Mount Damavand in Northern Iran. It was soon discovered that it was photoshopped." [52] This is an example of building rational image to persuade people's mind and enabling them to think and behave in certain ways. Furthermore, this connects to the idea of imagery as well which is the use of descriptive or graphic images carrying out the propaganda ideas. They used photo editor which is a new media technology to create a descriptive graphic image of the stealth fighter to carry out the propaganda idea and to make the people think differently.



New Media's use of Advertising

The new media and social media are playing a great role in transforming the business process all over the world. Companies are gaining a lot of benefits by employing social media in their business environment. One of the top advantages is increasing awareness of organizations. Obviously in today’s digital age having a good product to sell isn’t enough to success. The company has to find a way to promote its product and make it in the reach to the largest audience possible. To achieve this goal the companies have to take in consider many major things. First of all, the company has to choose the social media channel that best suit its goals. As we all know there are many social media sites and each and any of them has its purposes and audience. Being active on all the social media sites isn’t a great deal either and would waste the company’s time and resources. But for boosting a brand’s power or promoting for specific products, companies usually look for the media sites which have the highest active users. After choosing the best social media channels for a certain business, the attention has to fall on optimizing the content of your social pages. In order to expand a company’s audience, the audience must find what they are looking for or what they need in the content of the company’s pages on the social sites. People who are in charge must figure out the topics that most interest the targeted audience and make them eager to like it, comment on it, or share it which will make it in the reach of many more people making it easier to find new customers. Another thing to consider is the keywords. The key words must be chosen carefully so the company’s website or page would show up more frequently when consumers are browsing for the thing that those companies are promoting for or selling. As explained before, the new media that we are experiencing today had made it much easier for companies to present or identify their new products and promote for them in a very interesting way; At least interested enough to attract people’s attention. In other words, new media is giving out the opportunity for companies to present their products in a way that would give the public a positive feeling about and would really make them feel like trying those products. Speaking of promoting for products can also lead us to mention another phase of new media and how it supports companies’ development and improvement. New media stands as an alarm to alert companies about possible issues in their products whether it were old or just been released. Customers’ comments, rating, and reviews give the company an overview of the consumers’ impressions about its goods or services. This bridge that’s the new media is building between consumers and producers are providing those producers with an insight about what their consumers like about their products and also highlights what could be done better and need to be worked on to improve and make a better impression in the consumer mind. However, this bridge can cost the company allot if it didn’t use it the way it should be.

Conveying of advertising using New Media

One example of real world advertising is bounty tissue. In this advertisement, it is convincing people to buy their product through simplicity, imagery, sentiments, and as well as weasel words. This Bounty advertisement contains the weasel words “Huge Clean”, “Huge Value”, and “Extra Soft”. This advertisement used “Huge Clean” which is supposed to convince the customer that it can help you to clean in many ways however it does clearly provide how many ways it can be used to clean. “Huge value” is another word weasel word that is being used in this advertisement. It doesn’t clearly provide what kind of values and how much values bounty can provide you. So, the weasel word “Huge Value” remains unexplained in terms of value. Furthermore, “Extra Soft” is another weasel word that is being used here. “Extra Soft” brings the clean doesn’t clearly explain how the tissues can help you clean if it is Extra Soft. As a result, weasel words “Huge Clean”, “Huge Value”, and “Extra Soft” say one thing but means something else or it doesn’t clearly explain how things are done. Also, imagery is used to convey a message to the people about buying the tissue. For instance, it used descriptive images to describe how bounty tissue can help you clean and etc. [53]

Summary

Both advertising and propaganda lead to people’s sentiment in the real world. They both uses imagery, sentiments, repetition, simplicity and weasel words through advertisement and many forms of new media. We are aware of these old medias such as books, newspapers, radio telecast, telephone calls, flyers, etc. These may seem old to use now but there were once considered new media and are constantly being transformed into more rapid forms of media. These transform mostly with the help of technological advances and digital developments which are more efficient and convenient. What seems to be called new media today which is used by advertising is centered around networking like blogs, emails, live feed, social networks, and etc to carry out ideas that influence people to behave in certain ways or persuade them into buying their products.

Advertising in Public Spaces

Open space has been a critical component of the urban environment. In contemporary urban environments, plazas, parks, sidewalks, and other public or semi-public places provide the necessary spaces in which individuals can maneuver through the landscape, socialize, and otherwise participate in the urban civic sphere. New York City is known for its numerous urban parks and convenient public plazas, which makes it an ideal place to study the interaction of people in space in conjunction with the physical design elements. The Flatiron/23rd Street Partnership Business Improvement District, formed in 2006, is a nonprofit organization whose mission is to enhance the area's reputation as one of New York's most vital and exciting neighborhoods. Not only does the Flatiron Plaza provide safety but it also creates social interactions and performances. Networking events and community receptions are organized by the BID several times a year. The annual Celebrate Flatiron Partnerships cocktail reception is the BID’s largest networking event. Throughout the summer months, the BID works with local businesses and organizations to activate its public spaces. The BID, with local partners and sponsors, produces an annual holiday program for the public plazas, complete with a large-scale installation and free programming and events throughout the month of December. Also, many vendors set up events for the public so that they could advertise their brand. Understanding the ways, in which we interact with space, or how the process of production of space affects design and therefore the use of it, can allow for a better understanding of how people create and sustain meanings of this specific urban space. Staples hosted a mini carnival, which was sponsored by the corporate offices. Staples’ event called, “Best Break Ever,” consisted of many fun games where people could play for free prizes. The games consisted of ring toss, beanbag throw, and spin the wheel. Staples was giving out free prizes such as soda cans, cereal boxes, coffee material, etc. to show that Staples doesn’t only supply office material but other goods as well. The Flatiron Plaza had another event where there was a promotion of an app called TalkSpace. There was a pair of giant life-size translucent bubbles right on the base of the plaza. The giant life-size translucent bubbles were private venues for quick talk therapy sessions, as part of a promotion of the new TalkSpace app for your phone and tablets. This app helps you connect with a therapist where you explain your issue to them and the person seeking help will get efficient help right away. The cost of this app is $49 per week and all the therapists are licensed talk therapists.

Privacy Control

As we have transitioned to the age of digital media, more online resources and technologies have been integrated into the online advertising industry. It is being leveraged by many marketers to personalize the content and experience to different targeted segments. These resources can be utilized by marketers pose a challenge to policymakers who are putting effort to protect the privacy of personal and confidential information. Consumers who believe that their privacy is being violated by advertising efforts will usually have resistance to what they feel they are being urged to do through the ads. To ensure the security of customer information, social network sites such as Facebook and LinkedIn have features in which they can control what personal information is being accessed or seen by others. The same applies to companies and organizations. A study was conducted on whether allowing consumers to directly control what personal information is being shared through social networks would improve the effectiveness of online advertising. Based on the results, researchers found that users on Facebook were twice as likely to have a positive response to personalized ads and then click on these ads. It concludes that advertising through social networks can be beneficial for a company if they give their users the options of controlling their confidential information[54].

What is a Cookie?
Cookies are small files which are stored on a user's computer. They are designed to hold a little bit of data specific to a particular client and website, and can be accessed either by the web server or the client computer. This allows the server to deliver a page tailored to a particular user. The page itself can contain some script which is aware of the data in the cookie, so that it is able to carry information from one visit to the website. If cookies are enabled, this is how advertisements can be selected for us. For example, if you are shopping on a website an ad for that same website is likely to appear on Facebook or Instagram. Regarding privacy, cookies do not in themselves present a threat to privacy. They can only be used to store information that the user has already volunteered or that the web server already has. However, it is possible that this information could be made available to specific third party websites. [55]

Target Case

How Target's Advertising Interfered Privacy

Couple of years ago, Target recognized its 16-year-old customer that she was pregnant from her past purchasing habits. Then, Target kept sending mails, coupons regarding pregnancy, which eventually led her parents to find out her pregnancy. This is a great example of how personalized advertising interfered in one’s privacy. It should provide its customers some control of what they are receiving. [56].

Challenges to Advertising

Ad Blocking Software

Ad blocker.jpg

Ad blocking extensions to web browsers have limited advertising income. This is an issue that will be more prevalent as the population ages, as the younger population is more prone to using ad blocking software. The most common ad blockers are AdBlock and uBlock extensions which are available on most web browsers. [57]

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