How is advertising converging?

For this post, I had a interesting and eye opening chat with my blogger and friend Julia, in which we discussed and compared many findings and thoughts we've putted out there in our blogs since the beginning of this journey. At a point of this conversation we found ourselves thinking about a few questions: Where is convergence taking our favorite media field (Advertising!)? How is it changing? Which ones will be the next trends of the advertising industry due to this?

Well we agree when we say that for the advertising industry, convergence means a big open door leading to changes, innovations, and a future full of opportunities regarding distribution and effectiveness of campaigns; they just need a little of imagination and creativity, qualities that this industry knows how to exploited. We can find from different other sources that many experts have this thoughts as well; for example, the online marketing resource site Knowthis.com (2010) states "...convergence allows one media outlet to take advantage of features and benefits offered through other media outlets...convergence opens many potential opportunities for marketers to target customers in ways not available with traditional advertising...".

The versatility of advertising allows it to adapt and get the best out of changes, that's why no matter what the future of different traditional media channels due to convergence is, this industry always find it's way to the people.

As the digital media changes more each time, there are more and more new forms of promoting products that we've never seen before. While talking this with Julia we decided to divide this post and explore which of these new trends calls out attention the most. I will be talking now about the innovations of publicity developed for mobile and new smart devices.


According to Perspective Internet Marketing Website (2010), "Tablets such as iPad and others, smartphones such as iPhone, Google NexusOne, Droid, and Blackberry are expected to outsell desktop computers in 2011". This is a big deal, and the advertising companies it represents a crucial tool to spread and distribute their ads.

There are many ways in which this change is taking place; a big one are mobile applications or apps. They represent a fun, clever and significant way to advertise. "Apple has generated a lot of interest among consumers, who now know that apps are a key part of their mobile experience...marketers are feeding their hunger and engaging consumers by delivering a mix of in-application advertising and branded mobile apps providing utility and/or entertainment" Mobile Marketer.com (2010).