Task 2: M1 (U24) - Discuss how the industry has utilised developments in technologies

Production technologies

The advertising industry has used and improved their technology a lot in the past few years and it has improved the way the audience see the advertisements and improves the accessibility for the audience to see.

Firstly, using social media and applications.  Advertising companies have started to use social media and applications on phones by utilising converging technologies, and using them to advertise in places where they will reach out to the target audience the most effectively.  Such as on Snapchat.  This app has become an increasingly popular messaging app, where you can send pictures and videos as text.  Lots of companies that have marketing campaigns market themselves on these apps if their targe t market is middle aged to younger people due to the demographic of people that use the app.  These adverts are usually quite cheap to put on the apps, meaning it is almost a no brainer for these companies to put up their campaign on the apps and social media.

Audio/visual billboards are also increasingly popular along with the growing rate of car purchases.  With more and more cars getting put on the roads, billboards seem to be the go to advertising technique recently with all the marketing campaigns getting involved and putting their advertisements up on billboards.  Audio/visual billboards have evolved from static pictures to moving images, and they are growing in size, and now they are almost like massive cinema screens on the side of roads.  An example of this is Piccadilly Circus and Times Square.  These are main commercial areas where there are hundreds of digital billboards.

The different forms of distribution has been changed due to the developments in technologies.  This has improved over the years and the advertising industry has taken advantage,  for example they are able to distribute the news through apps and snapchat, meaning they will reach a much larger audience as more people will be coming across the advertisements rather than just the older generation picking up the news papers.  This will allow for the advertising agencies to have a larger reach, and therefore influence more people.

There are more ways the advertising industry has utilised developments in technologies.  QR codes.  QR codes are a type of barcode that can be scanned by any smart phone as if it was an image.  This type of code is called a ‘image-based hypertext link’.  Through using this QR code the advertising industry makes it so that these QR codes are in magazine adverts, on TV adverts on Bus adverts and so many other places.  Essentially these QR codes allow for the public to interact with the adverts making them feel more connected to the advert and meaning they will also remember the advert a lot easier, thus creating brand awareness.


Another way that the advertising industry utilises developments in technologies through the use of HD television.  HD is becoming more and more popular as it is becoming more and more affordable as the years go by.  This means that the advertising industry instant to have HD adverts, making the adverts a lot clearer and a lot more appealing to the audience.  Therefore potentially getting their attention a lot easier and therefore generating more brand awareness from the advert.

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