Discuss technology
P2 (U24): Explain the use of converging technologies within an identified sector.
Task 2 from Harrison_01
M1 (U24): Discuss how the industry has utilised developments in technologies
Advertising has used new technologies to make the production, distribution and exhibition of their products quicker, easier and more cost effective. New types of DSLR camera are a lot lighter than film cameras, and can store much more raw footage. One of the big advantages of this is that crew members can instantly see the captured footage, whereas in the film era, rushes would have to be sent off to be developed so that the crew could not see the footage until later on. Moving images can be captured on SD cards. The capacity of these is increasing all the time, so more footage can be contained in each. At the same time, the picture quality of DSLRs is also improving.
Once footage has been captured on an SD card, it can be inserted into a laptop directly and the footage can be instantly uploaded. This takes a matter of minutes, so that the rushes will be available to edit very quickly. Years ago, the editing would have had to have been done in a special editing suite, but can nowadays be done on a laptop or desktop using editing software such as PremierePro or Final Cut X. Footage can actually be edited in the field - on set, for example.
In terms of distributing and exhibiting finished advertisements, this can also be done very quickly, without the need to transport huge rolls of film from one of the country to another. They can simply be sent via the Cloud or other similar digital methods.
When it comes to exhibition, there are a number of ways in which digital technologies have been used to make this more interesting by being more interactive for the consumer. For example, on YouTube now, advertisements appear as yellow tabs on the timeline of videos, so that they pop up while a video is being viewed.
The screenshot on the left hand side shows the yellow tab, with the pop up hovering above the timeline. The cross in the top right hand corner is quite small, so if you don't click on it accurately, you will be taken to the full ad. This is a way in which digital technologies are used to 'trick' consumers into watching their ads. The screenshot on the right hand side shows the type of page that sometimes appears at the start of a YouTube ad. This is an interactive ad in which consumers can choose what type of ad they want to watch. You have to wait a while until you can skip the ad in some of these.
With other types of streaming service, digital technologies are used to ensure viewers are forced to watch the ads. For example while ads are playing, screen cannot be minimised or muted, otherwise the ad will stop playing. This happens on some of the paid TV platforms, such as TVPlayer. Equally, some of these ads play at the start of programmes, and cannot be skipped because there is no timeline.
Another piece of technology that advertisers have used is the QR code. This is like a barcode that can be scanned by users in order to access content. This has been used by advertisers mainly on billboards and posters. Once the code is scanned on a black box device such as a smart phone, the content can be easily accessed. These even appear in Underground stations now. Before, reception in such places was not good enough, but with more coverage now, phones can be used all over the place.
Similar to the QR code is the hashtag or equivalent that links users to social media sites. So users can type this in to Twitter and be taken instantly to the company's feed. This type of advertising is useful in attracting desired audiences. When adverts are shared between users, this is an example of below-the-line advertising, where material is only accessed by people interested in the product.
So digital technology has been useful in helping companies distribute and exhibit their material more cheaply, at the same time to more specific audiences.
M1 (U24): Discuss how the industry has utilised developments in technologies
Advertising has used new technologies to make the production, distribution and exhibition of their products quicker, easier and more cost effective. New types of DSLR camera are a lot lighter than film cameras, and can store much more raw footage. One of the big advantages of this is that crew members can instantly see the captured footage, whereas in the film era, rushes would have to be sent off to be developed so that the crew could not see the footage until later on. Moving images can be captured on SD cards. The capacity of these is increasing all the time, so more footage can be contained in each. At the same time, the picture quality of DSLRs is also improving.
Once footage has been captured on an SD card, it can be inserted into a laptop directly and the footage can be instantly uploaded. This takes a matter of minutes, so that the rushes will be available to edit very quickly. Years ago, the editing would have had to have been done in a special editing suite, but can nowadays be done on a laptop or desktop using editing software such as PremierePro or Final Cut X. Footage can actually be edited in the field - on set, for example.
In terms of distributing and exhibiting finished advertisements, this can also be done very quickly, without the need to transport huge rolls of film from one of the country to another. They can simply be sent via the Cloud or other similar digital methods.
When it comes to exhibition, there are a number of ways in which digital technologies have been used to make this more interesting by being more interactive for the consumer. For example, on YouTube now, advertisements appear as yellow tabs on the timeline of videos, so that they pop up while a video is being viewed.
The screenshot on the left hand side shows the yellow tab, with the pop up hovering above the timeline. The cross in the top right hand corner is quite small, so if you don't click on it accurately, you will be taken to the full ad. This is a way in which digital technologies are used to 'trick' consumers into watching their ads. The screenshot on the right hand side shows the type of page that sometimes appears at the start of a YouTube ad. This is an interactive ad in which consumers can choose what type of ad they want to watch. You have to wait a while until you can skip the ad in some of these.
With other types of streaming service, digital technologies are used to ensure viewers are forced to watch the ads. For example while ads are playing, screen cannot be minimised or muted, otherwise the ad will stop playing. This happens on some of the paid TV platforms, such as TVPlayer. Equally, some of these ads play at the start of programmes, and cannot be skipped because there is no timeline.
Another piece of technology that advertisers have used is the QR code. This is like a barcode that can be scanned by users in order to access content. This has been used by advertisers mainly on billboards and posters. Once the code is scanned on a black box device such as a smart phone, the content can be easily accessed. These even appear in Underground stations now. Before, reception in such places was not good enough, but with more coverage now, phones can be used all over the place.Similar to the QR code is the hashtag or equivalent that links users to social media sites. So users can type this in to Twitter and be taken instantly to the company's feed. This type of advertising is useful in attracting desired audiences. When adverts are shared between users, this is an example of below-the-line advertising, where material is only accessed by people interested in the product.
So digital technology has been useful in helping companies distribute and exhibit their material more cheaply, at the same time to more specific audiences.
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