Discuss technology (U24: P2, M1)

Learning outcome 1 (U24): Understand the products that are produced within and across media industries.

P2 (U24) Explain the use of converging technologies within an identified sector. 

Technological convergence: The term convergence is the blending of multiple media forms into one platforms for the purposed of delivering a dynamic experience.

M1 (U24): Discuss how the industry has utilised developments in technologies. 

Advertising has changed in so many ways in modern day society. It has become easier and cheaper for companies to advertise their products globally. For example,  it is predicted that by 2021 there will be 2.77 billion social media users around the globe, up from 2.46 in 2017. The use of social media has now become a part of the daily routine for most people, so therefore people would see the advertisement without having to actively search for it and become potential customers for the business. 

In terms of production, new technologies have helped to revolutionise how media products are produced, and this includes advertising. For example, the SD card storage means that more footage can be stored, and therefore more footage can be shot, so producers have more freedom to experiment when filming, knowing that they are not wasting money on expensive reels of film. These cameras are also much cheaper, and there is more variety. For example, GoPro cameras can be used to create POV shots at high speeds, including underwater footage, whilst drones can be used to create aerial shots, which previously would have required a crane or helicopter. This means that the overall production values in advertising have improved dramatically over the past few years.

In distribution and marketing, the advertising industry have utilised developments in technologies through the use of QR codes and hashtags. For example, QR codes are often used on food products and cosmetic products so that customers are able to scan the code in order to receive a promotion or more information about the product and the benefits it can provide you. Hashtags are used to help people spread their message. For example on the WWF -Earth Hour campaign they used hashtags to simplify their overall message about climate change into a few words. 

The hashtags used are able to be seen on a person's timeline when they type in a related word on the explore page. By using these developments they are making sure they stay up-to-date with social media and are able to appeal to many demographics around the world who have access to social media. For example, customers being able to access information about the care products they have used, encouraging them to promote the product and expand the amount of potential customers as well as supporting the benefits the product does to the environment. 

Hashtags and QR codes are examples of advertising tools that are cheap to use and able to reach a wide target audience. They can be used to target specific groups through below-the-line advertising, but also reach people across the globe. This has made advertising more cost-efficient.

The benefits of the advertisement industry changing is that more demographics can be reached such as people across the world, and those who spend the majority of their time engrossed in social media. Similarly as creating an online advert only takes minutes you are able to find out how to attract audiences and become aware of any gaps in the market that you could use to increase campaign awareness.