What is convergence, anyway? Are recent developments online, in broadcast, and with delivery systems a form of convergence or media shape-shifting?
People once talked about convergence almost as if a momentous day would come when all media would unite on one platform. It was debated whether (and when) that day would arrive, but implicit was convergence's advent as a singular, signal event.
It's now becoming clear the transition to a converged media environment will be a slow and sloppy one. Millions use the Internet and watch TV at the same time. Tens of thousands answer online polls during sporting events when prompted. Some markets have dozens of interactive TV experiments. Is this convergence?
Certainly, television is beginning to resemble the Internet with its pop-ups and banners, and online advertising uses new technologies to mimic television. Both are simultaneously affected by new usage patterns for which there seem to be no proven business model.
The media and advertising worlds are being buffeted by enormous changes. Witness the following:
Although the Internet is now being integrated into the media mix, it brings great changes to the way advertisers think about their audiences. Changes being wrought in other media will be no less disruptive. New technologies we haven't yet imagined are certain to appear.
And you thought the last decade was a wild ride!
Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. Register today!
Jeffrey Graham is vice president of client development at Dynamic Logic, a company he joined in January of 2001. Dynamic Logic specializes in measuring the branding effectiveness of online marketing. Jeffrey has served as research director at two online advertising agencies, Blue Marble and NOVO, and has worked with clients such as General Motors, Procter & Gamble, and Continental Airlines. He has taught Internet Research at New York University and has a Masters degree in the subject.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.