Online Display Advertising: Newspapers to Interactive

Consolidated work of this project is available at http://onlineadvertisingevolution.wordpress.com/.

Please leave comments on either of my blogs if you would like to get in touch with me.

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Evolution of Display Advertising: Newspapers to Interactive

This is the final presentation for COM 546 on Evolution of Display Advertising. It talks about the evolution trends in traditional media for advertising, followed by search to display. The current display advertising ecosystem has been explored, followed by future predictions on the industry and advertising trends due to display advertising.

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Reading Reflection: The Media Monopoly

The advent of Digital Media and User Generated Content created a lot of new challenges for broadcast media. Easy availability of free content as well as pirated versions of television network produced content for no cost, led to an exponential increase in competition for user attention.

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Display Advertising: Newspaper to Interactive- A Theoretical Framework

Advertising in its native form was printed ads for promotion of services and products in the early Eighteenth century. These ads appeared first in standalone pamphlets, then moving on to newspapers and magazines. As technology advanced, display advertising changed its form from colored printed text to graphics and printed pictures. The underlying theories of innovation led to these changes over time. By tracking the need and adoption for displacement of display advertising over time, we can understand and fairly predict the future of display advertising.

Therefore, the three most important developments in the evolution of display advertising were Continue reading

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Reading Reflection: The Mediamorpic Principles Ruling Social Media

How mobile adoption parallels the rise of Facebook from Taberna Retail on Vimeo.

Roger Fidle in the book ‘MediaMorphosis: Understanding New Media ’ guides us through the basic steps in the evolution process of a new communication medium and its impact on the existing media along with the future of communication from the perspective of this new medium. Continue reading

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Bibliography for the Final Project

1. Molton J., (Winter 2010) Costly Mistakes. American Journalism Review, Vol. 32 Issue 4, p64-64, 1p. Retrieved from EBESCO, University of Washington

This paper talks about the steps that US newspaper industry could have taken to mitigate the declining revenue because of the Internet in the period of 1990-2000. It focuses on the measures that were taken by newspapers to compete with Internet advertising and these measures are seen to have increased the problem since it led to the decline in the quality of journalism. This paper helps in identifying how newspapers started losing money and Internet being the generator of more content became the prime property for advertising for marketers. Continue reading

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Discussion Leader Follow Up

I think we had a meaningful discussion around the uses and gratifications in use of mobile TV in males and females. We talked about reasons why everyone in the group would watch television over a mobile device and what would be the gratification in doing that. Other than that the discussion revolved around the survey method and statistical reasoning to understand the feasibility of the survey, since it was conducted on undergraduate students.

Everyone was really interactive and I think the discussion was very productive. Thanks Everyone!

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