the internet and global advertising
Post on 28-Nov-2014
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Prosper Yao Tsikata
As the internet becomes global, it is envisioned to supplant traditional values and bring about universal values and consumption patterns. This global cultural homogeneity is erroneously envisioned in Americanization, with multinational marketing [advertising] activities expected to bring about worldwide convergence.
Advent of the Adva ARPANET was a product of the Cold War ARPANET was interlinked with NSFNet
in the late 1980s, and the term internet was use to describe the global TCP/IP network
Prodigy is noted to be the pioneering online advertiser dating back to 1990
Today the facility is ubiquitous around the globe with disparities
Interactive-enabling consumers to interact with ads, the advertiser, and elicit response
Time and space limitation collapsed-unlike the traditional media, it has no time-space limitations.
Multimedia capabilities-it converges media forms pre-dating it
Global audience-you have the whole world full of potential customers
Floating ads, buttons, sponsored pages, pop-ups, paid links, text message, newsletter ads, advertorials, text links, cursor ads, interstitials, and superstitials
Websites part of the internet advertising syndicate
New Technologies in support of internet ads include Facebook and YouTube
http://www.oregonlive.com/mediakit/ad_gallery.html
http://xbox360.rocktheconsole.com/interstitial-ad-sample/
http://www.wddw.net/buttons-and-banners.htm
Diffusion along the lines of communication infrastructure antedating it
Global North-South dichotomy or the “Digital divide”
Rural-urban divide, making it urban-based tool
Inequality in access, use, knowledge all of which invariably affect internet advertising
Region Percentage %
Africa 4.8%America 37.0%Asia 11.6%Europe 35.7%Oceania 57.2%World 17.4%
Gender-Use of the internet depicts male dominance at ration 63% male 37% female
Age-Usage and growth strongest among young people
Education-education has been recognized as an important requirement for effective participation in use and application
Extra technical skills are required in designing online advertising campaigns
Country 2006 2007 2008 2009 2010
North America
183 520 188 415 194 990 200 271 207 570
Western Europe
113 513 119 976 124 420 129 770 135 781
Asia Pacific
94 719 102 807 111 534 119 001 127 916
Central & Eastern Europe
25 799 31 563 37 041 42 628 48 424
Latin America
22 638 26 329 30 924 35 130 38 920
Africa/M. East/Row
13 406 16 490 18 606 21 871 25 938
Total 453 595 485 580 517 515 548 671 584 550
Country Ad Expenditure
USA 179 251
Japan 41 017
Germany 25 758
UK 25 429
China 16 049
France 13 890
Italy 12 249
Spain 10 738
South Korea 9 967
Australia 9 831
Medium 2006 2007 2008 2009 2010
Newspaper
127 353 130 467 131 870 133 342 136 069
Magazine
56 010 57 926 59 178 61 354 63 569
TV 167 155 178 765 191 918 201 874 213 186
Radio 36 907 38 439 39 725 41 242 42 687
Cinema 1 987 2 219 2 407 2 619 2 857
Outdoor 27 705 29 910 32 800 35 771 38 724
Internet 30 567 41 226 52 220 64 076 78 199
Total 447 478 953 510 120 540 278 572 290
Medium 2006 2007 2008 2009 2010
Newspaper
28.4% 27.2% 25.9% 24.7% 23.7%
Magazine
12.5% 12.1% 11.6% 11.4% 11.0%
TV 37.3% 37.3% 37.6% 37.4% 37.1%
Radio 8.2% 8.0% 7.8% 7.6% 7.4%
Cinema 0.4% 0.5% 0.5% 0.5% 0.5%
Outdoor 6.2% 6.2% 6.4% 6.6% 6.7%
Internet 6.8% 8.6% 10.2% 11.9& 13.6%
Internet ads is intricately linked with e-commerce
Buyers view ad on the internet and proceed to use their cards to make a purchase
By 2004, Europe’s online retail market was 40 billion Euros, B2B totaled 2.2 trillion Euros in 2006 in e-commerce
US trade US$31.7 billion for the first quarter of 2009
China US$8.25 billion in 2007
Unavailable e-commerce infrastructure in most developing countries especially Africa
Lack of logistical requirement to ensure product delivery to a global market
Citizens in countries without the infrastructure unable to complete real-time buying and selling of goods online
While there are infringements associated with internet advertising and e-commerce, regulations regarding the global medium vary from country to country.
Data Protection Act of 1984 in the UK, Unsolicited Commercial Electronic Mail Choice Acts of 1997 in the US
In most developing countries, the media laws of the yesteryears are incongruous with internet advertising and out of touch with global trends.
Control of the media and communication industries rests in the hands of a small number of firms within the global system
Not all opinions and voices are equally heard and some values and lifestyles are more acceptable
The internet is a conduit for dumping media and cultural product around the world as part of the process of hooking people into the capitalist system (Williams 2003: 221)
There is technological convergence-TV, telephone, broadband
There is also convergence between online advertisers, publishers and traditional advertisers
Messages and brands are consistently traversing multiple media with people intercepting information at all levels in the information food chain.
Societies and cultures are being affected differently, creating disparities
The whole of Sub-Saharan Africa with less than 1% of the world’s online community (2000) received less benefits from the medium
Evidence suggest widening gap between the global North and the South
Western values dominate in this medium There is both convergence and
divergence
Internet infrastructure and advertising and e-commerce will continue to grow on a global scale.
The early adopters will maintain their dominance
There will continue to be diverging effects and results for different countries, societies and cultures, such as, differences in regulatory regime, application and use, language, and gender variations in use.
“Glocalization” defines the future
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