Showing papers on "Branded content published in 2005"
TL;DR: Hartley et al. as discussed by the authors consider the use of conversational interaction with consumers as another technique that has been successfully used to market new media usage, most notably to drive consumer adoption of mobile phone data services.
Abstract: How do advertising practices need to adapt and change in order to effectively engage new media consumers? Integration has been an important, overarching industry response in recent decades (Cappo 2003; Turow 1997). More recently, branded content has attracted a lot of attention as an integrated technique that is potentially well-suited to nationally and internationally recognized brands (Donaton 2004). This paper considers ‘conversational’ interaction with consumers as another technique that has been successfully used to market new media usage, most notably to drive consumer adoption of mobile phone data services. It also highlights the international significance of the mobile phone as an immensely popular new media platform, but one which has generally developed “under the radar‿ (Bond 1998) of much academic and trade literature. Recent developments in new media and communication studies provide the theoretical basis for the typology of interactivity developed here. This typology outlines a continuum of interactivity. It provides a foundation for considering the way in which new media consumer input is being used in new media services advertising. This development is facilitated by the ‘conversational’ interactivity of new media such as the Internet and the mobile phone. Enabled by the flexibility of new media and communications networks, consumers can also now actively participate as producers of campaign materials. They can now be thought of as producers (Hartley 2004). Two case studies of recent successful advertising campaigns for mobile services are used as exemplars of the ways in which advertisers and agencies can actively seek out and make use of consumer creative input within an active campaign. Virgin Mobile Australia’s 2003 campaign for SMS services, which featured lovable loser ‘Warren’, is compared and contrasted with Hong Kong carrier CSL’s ‘Lovers’ campaigns of 2002 and 2003 for mobile data services.
17 citations
01 Jan 2005
TL;DR: In this paper, the authors examine the development of Webcasting in Hong Kong through content analysis and in-depth interviews, and investigate the business models of 10 leading Webcasters in the city.
Abstract: The aim of this paper is to examine the development of Webcasting in Hong Kong. Through content analysis and in-depth interviews, the study investigates the business models of 10 leading Webcasters in Hong Kong. Although websites are generally defined as global media, they are actually local tools and are mainly used domestically. The Hong Kong Webcaster business model is based on the strategy of localization. The model is characterized by its use of branded content, ondemand streaming transmission mode and mixed revenue sourcing. Webcasting in Hong Kong plays the role of local support service and the Webcast content is best developed in the form of informational, educational and cultural materials. The main target of Webcasting is local young audiences.
2 citations