How has Web 2.0 changed the face of advertising ?
Web 2.0 is the second round of the world wide web. The creators of Web 2.0, Tim O'Reilly and Dale Dougherty, popularised 2.0 in 2004 and said the it was to be a more interactive platform. But the creator of the WWW, Tim Berners-Lee, said that it was already an interactive platform and that people's didn't complete use it for what he had intended.
The original web used advertising very sparingly and was typically above the line. This meant that the adverts were no targeted at anyone in particular. They were just there at the top of websites and social media platforms in the form of banners. When web 2.0 the arrived, adverts were able be more focused. There are now automatic images, text, videos and interactive media advertisements that are targeted to the websites content and its audiences. This can be seen as a positive and also as a negative. It can be seen as a positive because the adverts are tailored to the user, but it could be seen as a negative because the adverts are harder to get rid of when they are unwanted by the user.
Web 2.0 has allowed advertising to take off in a way that Web 1.0 never allowed it to. It uses audience targeting to show adverts for the users, not just for any old reason. It uses below the line advertising by using your devices memory to remember products, videos, music and websites you have been on or looked at so that they can show the adverts suited to your interests. I could be looking at the new Game of Thrones book on Amazon, and then the trailer for the new series could come up as a suggested Facebook video, a Pop Vinyl would be on a banner on my Google app and the actors would be on my suggested followers on Instagram. This is a good use of advertising on Web 2.0 because if the adverts are something that you are interested in, then the users are more likely to buy or watch the product, making money for the company, as well as the advertisers.
If you do not allow your device to remember previous searches, then above the line advertising could be used within Web 2.0 in the form of website adverts and YouTube adverts. They can just show popular things that other people search on other devices. This allows the products and advertisements to reach a wider audience across the world.
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