1. decentralization
describes the distribution of certain things such as advertisements
2. participation
is how certain people are able to contribute to advertisements
3. consensus
means the advertisements post things that everyone agrees on
The IAB- Interactive Advertising Bureau is in charge of how standards work and what they are intended to do. Gehl argues that standards are by no means
democratic, standards are now argued to be “Template
driven”. What this means is that they have an outline of what to put in when originally the user would have to use HTML. Standardized social media such as Facebook and Twitter are template
driven because they already have the website set up in a way where you are able
to just input your information and do not need to create any additional hassle
by setting up your webpage
The role of contemporary standards consortia is a three part ideology that Gehl explains.
Consortia is an association typically of
several business companies. This ideology consists of,
1. User
problem- they present themselves as solving a user problem- their
productions of standards is presented for a particular set of users and is
aimed at producing public good that alleviates the confusion of incompatible
technologies, rapid obsolescence, and high research and development costs.
2. Creates
New Markets- after the user problem is solved consumers feel more confident
about investing in technology and thus multiple companies can compete to win
their favour with different designs and options.
3. Self
Regulation- present themselves as privatized regulatory bodies that are far
more responsive to technological change than are government regulators- this
idea is deployed both as a means to counter state-based regulation and as an
invitation to firms to join the consortia and help set the rules by which they
do business
Gehl argues that for contemporary
advertising the user is in control. Where as in mass media advertisers simply
transmit their messages to a passive audience, new media allow for active
audiences who are producers and consumers. An example of this is how Instagram and Twitter allow their users to exit advertisements and give a reason as to why
they are exiting. They give choices for you to choose as to why you are
leaving the ad, things like “I did not like this ad, or This ad is irrelevant
to me” Therefore, they are able to draw information from you and what you like
and dislike. However many people still feel out of
control when it comes to advertisements, due to things such as pop up ads. Now, certain software and technology can track things like mouse movements. This can tell companies exactly what people are doing online.
Do you guys believe online advertising will become more advanced or has it reached it's peak? Do you guys think online advertising has gone too far?
I definitely believe that advertising will continue to become more advanced. Even today I have seen how advertising is getting more and more information from me. Before the internet, we had a choice to ignore advertisements in magazines or on billboards. Now advertisements literally pop up in our face. Sometimes to exit them we get another pop up that says "are you sure?" and so on. We are constantly overwhelmed by advertisements and because we are spending more and more time on technology marketing companies will have to keep creating new ways to throw advertisements at us and I believe they will continue to do so and become more invasive.
ReplyDeleteAdvertisers are finding new ways to use our information and data to their advantage in ways that can start to feel like a breach of privacy. But the reality of this is that it works. Marketers use these databases and information they have on consumers in order to better their marketing strategies and gear them towards what the consumer really wants. It is through these advertising techniques that effective advertising occurs and people are shown what they want and have interest in. Yes, advertising can at times become invasive for the purposes of being able to target consumers more effectively. But without this use of information that can feel intrusive, advertising would just be done in a general sense to target mass audiences. We would be advertised a lot more things that we do not have interest in. This would be a lot more annoying than the ways advertising is conducted now. It is also very effective for businesses because these strategies tend to drive a lot of impulse purchases.
ReplyDeleteAs our technological sphere continues to further progress so do the traditional industries that come along with the territory, in this case, advertising. To answer your question I thoroughly believe that advertising will continue to find new niche ways to become more "in our face" and be as efficient as possible, as you mention it most certainly has already. To answer your next question of weather I think advertisers have gone to far? My simple answer is yes. Advertisers to me have willingly "crossed the line" to reach consumers, and it seems rather invasive to us the consumers.
ReplyDeleteI think that advertising will continue to target consumers at any means possible. I agree with Daniel when he says that advertising will continue to find new ways to reach consumers and in turn will be efficient. I think as the internet grows and innovates so to will the advertising that goes along with it. Currently, Snapchat has advertisements play in between stories while you are viewing them.
ReplyDeleteI think that advertisers have crossed the line in terms of targeting consumers through individuals preferences and browsing history. Having advertisements of sites you've visited on the side of your Facebook page feels over the top but at the same time it is really the company targeting individuals vulnerabilities and adding to the individuals subconscious will to buy the product. I think online advertising has gone too far but we as consumers have allowed them to do so to a certain degree.