WHAT IS THE ROLE OF DIGITAL MEDIA TECHNOLOGY IN ADVERTISING?

What is The Role of Digital Media Technology in Advertising, and its Future as an Effective Advertising Platform for an Emerging Company?



Chapter 1: Introduction

Digital media is one of the fastest growing areas of advertising today. However, to keep pace with digital media's huge influence on consumers' media habits, advertisers must do more than simply extend their offline campaigns into the digital media space. Digital is driving new terms of engagement between brands and consumers and reshaping media consumption across both old and new channels. Research shows that the most important and influential consumers continue engaging with digital media even when watching TV. (Subrahmanyam, 2000, pp.10)

Two prime methods live for consigning media over the internet. What makes digital newspapers services over the internet such a goal of patent troll infringement litigation? First, the complexities of audio and video expertise preclude the dominance of a lone standard protocol for the digital transmission and storage of such media. Second, living technologies involve diverse network systems, software, and hardware, which presents many goals for patent litigation, encompassing numerous companies with deep pockets. Third, the complexity of the systems and the very broad assertions set forward in numerous applicable patents handed out in the 1990s make it tough to rapidly work out liability or patent validity. For demonstration, some of the assertions may mention to "transmission" in general periods without identifying if the transmission should be applicable only to the internet. (Calvert, 2006, p.45)

Background

To be truly successful, a brand's integrated media strategy must incorporate digital media from the beginning. It doesn't have to be from the beginning. Our new Understanding Digital guide will be developed to make it easier than ever to plan the role of digital media in your campaign, and ensure that you are making full use of the unique range of touch points that digital provides. (Calvert, 1999, p.12)

Problem statement

The problem statement for this study is to see the future of digital media technology as an effective advertising and its impact on emerging companies.

Purpose

The purpose for this study is to keep pace with digital media's huge influence on consumers. To see how media habits are being changed and how perceptions can be changed by using the digital media technology.

Rationale of the study

Whether you're in office or on the road, taking your message to the masses have become much simpler with the use of digital media advertising. Digital media can be blended into a design that conceives a worth or a signal in your shop, out-of-doors it or on the road. Depending on your line of trade, you can habitually take benefit of advertising on the road or inside your store. With digital advertising, you can drive your message from your transport or vehicles or your own vehicle, or these advertising signs can be put interior your locality or in a store window. Digital advertising is supportive for menus, report, running registers of services and so ...