Evaluation of cross platform advertising

Evaluation of cross platform advertising

Viral advertising

Strength-

-The strength of viral advertising is the strong connection which is made with numerous viewers. This is important because, socializing and networking with relatives and friends are simply accessible over the net. 

-Another strength of viral advertising is, the cost is considerably low as it will cut down your promotional costs. This happens when you get enough visibility and recognition around the internet, so you don't need to spend any extra money for promoting your site. Viral advertising is a brilliant way of reducing advertising expenses as; enough advertising is done without spending much money. 

-For viral advertising the time and resources are easily available to many viewers. This is because, when one person contact their friends and relatives. They contacted more and more people which create a chain. This generates income from the advertisement. 

-Another strength of viral advertising is, you gain more credibility and visibility. This is important as, recognition creates trust and acceptance. By being recognized by the web, many viewers are more likely to purchase and try your product. 

-Another strength of viral advertising is, it grantees that a business can have a fast growth by viral advertisement. This is hugely important as, a business can make a lot of money and increase its recognition through the web in a fast rate. 

Potential problems-

-The potential problems with viral advertising are the association with unknown groups. This can be a huge drawback as; viral marketing relies on the transfer of messages from numerous unknown people.

-Spam threats can be a problem for viral advertising as, many viewers can be put off by the amount of emails and spam threats given. This can be annoying for viewers as, many people have to differentiate in what emails are theirs and what emails are spam emails. 

-Another potential problem with viral advertising is how uncontrollable it is. This is because; once a viral campaign goes viral it can leave a positive or negative feeling towards the viewers. If the viral campaigns leaves a negative impression on the viewers, the viral campaigns can backfire which equally damages the company's brand image and can result in law suits. 

-Brand dilution can be a potential problem in viral advertising as, sometimes not all products or services are viral. A person needs to verify first if the product or services tends to fall into this criteria.

-Viral adverts are quite difficult to create as; the advert needs to reflect the company which is then need to be remembered by the viewers. If the advert doesn’t come out successful to the audience, not much people would read or share the advert with other viewers online.  

-Viral advertising can be easily copied by numerous people online who can then upload someone else’s content as their own. This is a problem as, many viewers online won’t know where the original content came from as other viewers are uploading the same content. 

Examples-

-An example of viral advertising is, the ‘Dove Real Beauty Sketches’ short video which was made in April 2013. This campaign was aimed to show women that they were more beautiful than they think they are by comparing self-descriptions to those of strangers. This short video was uploaded to Dove’s channels worldwide. The original on the US YouTube channel has had over 64.8M views to date. On the day of the video release, 15 million people downloaded the video as; it conveyed a very powerful message to people who see insecurities within themselves.

Native advertising 

Strength-

-The strength of native advertising is it has a higher perception. This is because; consumers are becoming less aware and no longer recognize traditional forms of advertisements, such as banner ads, commercials, billboards etc. Many viewers don’t realise the advert is disguised which means there is a higher chance that they are more likely to watch the end of the advertisement. Since native advertising centrally focuses on consumers' attention it has a higher perception. 

-Native advertising can enhance the content in order to provide more information to viewers online. This is because, viewers can read similar contents online but find different information from those contents. 

-The cost of native advertising is less expensive which means that, businesses can take advantage by using this form of advertising. 

-The strength of native advertising is people can see similar contents by simply clicking on what they want to see and another similar content will appear. By doing this, viewers are more likely to find the information they see more helpful and beneficial which creates a chain of useful information. 

Potential problems-

-The potential problem with native advertising are it's not intrusive. This means that, there is no control in how a person reads a specific content. Many viewers might skip through the whole content without even seeing what the company is advertising for. This is a problem as; viewers can act neglectful and ignore what the advertisement is advertising which is a potential downfall for the company. (This point can be strength as; viewers can choose how to read content online without being indirectly forced to). 

-If the advertisement is not planned or not executed properly, this can fail to grab the audience’s attention. This is because; the advertisement wasn’t made well enough to attract more viewers online. 

-Another problem with native advertising is it can be seen deceptive. This is because, many advertisements use tricky headlines which trick viewers to click on them. This causes many viewers to be unhappy, which makes it harder for honest publishers to use native advertising. 

-Native advertising can be seen unethical as, many publishers can use misleading headlines which can be seen wrong to some readers. 

Examples-

An example of native advertising is seen through Ariana Grande’s ‘Focus’ music video. Throughout her music video a smartphone was introduced at the beginning, to show viewers in how to utilise the product. We can see Ariana Grande writing the name of her music video in the screen of the Samsung phone. Later on, we see Ariana Grande and a bunch of people taking selfies of themselves by using the Samsung phone. This clearly grabs the viewer’s attention as; the phone is a key focus in the music video hence the name ‘Focus’ has been used. Viewers are more likely to purchase the product if their favourite celebrity is seen using it.

Targeted advertising

Strength- 

-The strength of targeted advertising is the wide media connections with other platforms. This means that, native advertisements can appear in the most popular social media platforms and attract viewers to see their advertisements.  

-The strength of targeted advertising is it's highly targeted which means that specific content can be targeted to the right audiences. 

-Another strength of native advertising is, it’s mainly aimed for the receptive audiences. This means that, readers are more likely to read the content as it reflects their own personal interests. 

-Targeted advertising can be flexible in terms of style and format. This means that, businesses or other users can customise the way the ad should look like. 

-Targeted advertising have less competition as, display ads aren’t such a competitive layout. This means that many users aren’t competing with each other or pressurised to do so. 

Potential problems-

-The potential problem with targeted advertising is the association of spam. This is a problem as; this type of advertising is widely known for its bad reputation of spams which causes people to stop using this form of advertising method.

-Another potential problem with targeted advertising is lack of reputation management. This can be major problem as, with display ads many people are not in control of where the ad should appear. This has caused many people and brands to neglect this type advertising style as; the lack of control is too much for some brands to risk.

-Another potential problem with targeted advertising is, disturbing many people's privacy on the media. This is because; targeted advertising is done by analysing consumer's activities through online services such as cookies etc. These online services can be seen as harmful towards consumers' privacy. 

-Targeted advertising can be widely ignored due to display ads. This is because, after years of overexposure, the importance of display ads slowly starts to disappear and lose relevance.

Examples-

-An example of targeted advertising is Facebook. Facebook is a big user of targeted advertising and even work alongside data brokers to make it easier for them. When a Facebook user searches something that interests them, the history is then used to provide more information or help in what the user wants to find out. Later on, Facebook users can notice similar links or sites which might suit their own personal interest. Another common example of targeted advertising is YouTube. YouTube does this by tracking your previous history record. When you revisit YouTube back again, more similar videos are shown which relate to the previous videos you have watched. 

Shoppables and Influencers

Strength-

-The strength of Shoppables and Influencers is, many followers online can purchase what their favourite celebrities is wearing or endorsing. This type of advertising is popular as, many followers want to be like their favourite celebrities and mimic what they are wearing. 

-Brands online will make a huge profit as; many followers will be purchasing their products. This can be seen as an advantage as Instagram influencers, companies, and celebrities can monetize their post by forming brand partnerships. 

-This feature is free to retailers which allow users to shop within the app, without opening a separate browser up. This can be seen as an advantage as, many followers can find it annoying to open up more browsers in order to purchase the product. 

-It is easy to purchase products by using Shoppable tags as; in Snapchat users have to swipe up to see the content. 

-On Instagram, Monday have the best deals for online shopping while on Friday, Saturday and Sunday the price increases. This can be seen as an advantage as, online users can save money by switching the day they shop when using the new feature.

Potential problems-

-The problems with Shoppable tags are many users might not trust or belief the content they see online. This is because, Shoppable tags is a new feature which can be quite daunting to shop as a first time user.

-It can be quite expensive as, celebrities have to endorse and advertise their products to followers. 

-Many online users are currently facing technical issues when using the Shoppable tag posts in Instagram, which is causing many followers to get angry.  

Examples-

-A common example of Shoppable tags is, Instagram. This feature allows Instagram users to shop within the app without having to open up a separate browser. This feature proved to be successful as, Instagram followers can access the latest, trending clothing from celebrities and other users more easily. Snapchat has recently updated a new feature as well where many users can shop products, allowing users to swipe up to see the full detail of the content.