My final research report on the changes in advertising over the past decade and expected trends for the future.

1. What Significant Changes
have Occurred in Advertising
Mediums over the Past
Decade, and what is
Predicted for the Future?

2. Introduction
I have been completing primary and secondary research in an effort to gain
information regarding the development of advertising over the last 10
years, focusing particularly on digitalisation and online mediums. This also
covers social websites, particularly Twitter and Facebook.
I have developed sub-questions which allow my research to be broken
down into sections and allows me to undertake specific research in relation
to each of these. Secondary research allowed me to search for information
gathered by others. I used a range of tools to find these, such as Google
(advanced search), Google Trends, Google Books, Youtube and Google
Scholar. I was unable to successfully use books to find my information as a
lot of these sources were out dated, in comparison to online sources I
gathered.
My primary research techniques involved an experiment, a questionnaire
and a comparative analysis. I used this range of methods so I was able to
gain a public opinion as well as undertake my own work to understand
advertising trends for myself.

3. Sub-Questions
I have broken down my initial question into smaller queries of which I was
able to find directly relatable sources. This helped me attain my individual
sources more appropriately. I believe I broke down my main question
successfully but questions such as „what type of product is primarily used
within digital media ads?‟ was very challenging to find answers for.
How has advertising developed in convergence with digital media?
How has advertising developed in convergence with social media?
How has digital media affected the impact and success of advertising?
What type product is primarily used within digital media ads?
What are the predictions regarding the future of advertising?

4. How has advertising developed in
convergence with digital media?
Throughout my research I have gathered a range of sources which provide information regarding changes in advertising through
digital mediums. Source (1) highlights the fact that the internet is allowing for more customers to respond to advertising and have a
two way conversation with a brand. This has also meant that an ad agency has increasing responsibility for the customer services
and overall brand identity of a client. Source (5) also agrees with this shift in the power of the consumer and adds a further point that
consumers can actively avoid certain types of advertising e.g. Youtube, skip after 5 second ads and the ability on Google services to
disable targeted advertising. Although these sources speak of this change, there is no proof that such methods are used widely and
by all brands. Therefore, in only certain cases may an agency hold greater responsibility for customer service.
Evidence of this two way process can be seen in source (17) in which I made a comparison between advertising methods of two
airlines. Each ad had a distinct online profile, with British Airways proving to have responded to customers inquires 44 seconds after
my search, and Virgin Atlantic with 46 since the last search. This shows that digital media such as twitter is encouraging advertising
methods to converge with customer services. Despite attempting to thoroughly research these two brands, it may be possible that
some of the information I gathered was incorrect, such as the advertising spend. I also chose two leading brands, so this piece of
research only represents the higher end of the spectrum, as cheaper or less popular airlines may use very different methods.
Source (6) makes the point that digital advertising allows for ads to be more appropriately targeted at consumers as certain users
visit particular websites. This also relates to targeted advertising, in which Google are able to track cookies and display personalised
adverts. In source 18 I completed some primary research which was testing the effectiveness of targeted advertising. This work
proved that targeted advertising does occur on the internet and that these sorts of ads are a product of the digital advertising
generation.
Within source 16, 62% of responses said they sometimes recognise targeted advertising on
the internet and 29% said consistently recognise it . This shows that a large percentage of Cinema
users are aware this method. Despite this, only 29% of consumers recognise online Online
advertising as the most effective method and television as the most, with 52%. This shows
that from a consumers point of view, that digital advertising is still underdeveloped and
ineffective in comparison to traditional methods. Despite this questionnaire being completed
TV Print
by 20 people, this does not represent an effective proportion of the population. It was also
shared through my social media profiles, with 71% of participants between the 13 – 17 age
bracket. It is therefore difficult to draw fair conclusions using this evidence.
Effectiveness of advertising
methods (source 16)

5. How has advertising developed in
convergence with social media?
Online social media a very significant portal for advertising. Source (2) clearly shows that there is ever increasing traffic to social
networks, particularly Facebook and Youtube. Twitter had a minimal amount in comparison. I then found two other sources (3) and
(4), which document the history of advertising on these top two social networks. Facebook advertising only occurred for the first
time in late 2006 and was settled with one client, which contrasts projections within 2011 for four billion dollar spend on advertising.
This portrays an exponential development in social media advertising over the last 6 years. Similarly, Youtube harnessed
advertising in late 2006 and now has over 10,000 partners. This presents a clear success and demand in social media advertising.
Although the information is clearly displayed in sources (3) and (4), they may be inaccurate due to the focus on design. These
sources also lack detail for the same reasons.
Source (17) shows that two famous brands, Virgin Atlantic and British Airways both use social media advertising. British Airways
had a more successful online profile with over 50,777 talking about the brand and 302,310 likes on Facebook alone and over
163,691 followers on Twitter. A lot of these social portals are able to promote existing ads and keep customers up to date on
important information, including offers etc. As previously mentioned, a lot of customer interaction is consistent, with customers
responding to a post and the brand being able to personally respond. Evidence of this brand interaction technique can be seen in
source (16), which shows that 48% of users have aired their opinion or interacted with a brand through social media, 43% have
seen others do this and only 10% were completely unaware of this. One issue with this comparison is that it is difficult to know the
age of a social networking page. The age of a page can often impact the overall awareness and popularity. Despite finding out the
age of each campaign, this does not represent the age of a social networking page.
Source (16) shows that 52% of users didn‟t find social network advertising intrusive or irritating. The other 48% had reasons similar
to that of this user (1 of 9 responses to this question), “it‟s annoying, distracting and invades my personal space”. This shows that
online advertising is by no means something everyone dislikes. This may show that the method of integrating ads into online web
space has been done successfully. In contrast to the mixed response regarding online adverts, 19 out of 21 users responded with
negative feedback regarding targeted advertising. Many of the people I asked regard this technology as a
„violation‟, „intrusive‟, „creepy‟ and „odd‟. This shows that this technology is not favourable by users despite it creating a more
tailored browsing experience. Once again, regarding source (16) it is hard to rely firmly on this information due to the limited number
of responses.

6. Source 17 graphs
Online Social Platforms Spend vs Twitter Followers
Number of social networks used
Twitter Followers (thousands)
180,000
4 160,000
140,000
3 120,000
100,000
2 80,000
Virgin £10 million
60,000
40,000 BA £20 million
1
20,000
0 0
Virgin BA £10 million £20 million
Virgin BA
Mediums of Advertising
These graphs based on source (17) compare several
4 aspects of these two different campaigns. From graph
Mediums (print/online/tv)
two, it may be suggested that a higher ad spend is
3 likely to influence the success of social ad space. This
shows that social media advertising is a fundamental
part of a campaign. The other graphs, taken from the
2 Virgin comparative analysis present findings that with
BA greater spend, more online social platforms and
1 mediums are used. This shows that more social
platforms insights the success of a
campaign, otherwise money would not have been
0 invested into such work. Despite these results, it
Virgin BA would have been beneficial to compare more
campaigns in different product fields such as food or
fashion.

7. How has digital media affected the
impact and success of advertising?
Following the amount on online campaigns seen, this new medium of advertising must be reaping some form of success.
Source (7) tells us that after more than 10 seconds of being on the the webpage, 73% of users experienced a higher
emotional response to ads on the page than other webpage content. This source also presents findings that say that
93% of users notice online adverts whilst searching the net, 40% of users fixate on an ad within 10 seconds, and a user
will, on average, fixate on an ad 15 times whilst visiting a webpage. This source presents findings that suggest online ads
do attract attention of most users. Source (8) also affirms the success of online, in comparison to TV ads.
Graphed results from source (8) (right) show that online video generates a significantly
greater likeability, message recall, brand recall and general recall than TV ads. This
shows that specifically, online videos are able to have a greater impact on a
consumer. Not only do they have a greater impact, but they are also more likeable so
are reaching an audience in a positive manner. Despite these positive results, they
only cover online video and do not represent other online mediums such as web
banners. Despite these sources aiming to prove the success of online ads, it fails to
mention the population reach, so although these ads are deemed more effective, they
may be seen by less and in turn, be less effective as e.g. a television ad.
Source (13) highlights that viral material allows ads to reach a more appropriate audience, in a time when many consumers
feel bombarded by ads. Viral ads are likely to come from another user sending the material on, so this is unlikely to be
viewed as an invasion of personal space etc. The challenge here is that material has to be interesting and provocative
enough for someone to deem it necessary to share further. This relates to source (11) which says ad agencies are having
to adapt quickly to the changes in the 21st century. A significant one of these highlighted here is that the instant nature of
digital work means the turnaround time for projects has been decreased, sometimes leading to badly crafted campaigns.
This has promoted the beginning of digitally focused agencies which are able to meet this demand with quality production.
Source (10) mentions that digital material needs to have a key narrative and appear through search results through
appropriate tagging. From here, „fans‟ of this product may share the media or even create their own content. This allows for
a significantly lower media spend as one piece of media, if executed correctly, can have a snowball effect. Despite these
results, a greater range of sources are required to draw accurate results. As well as this, the long term effects of digital
advertising is hard to find effective proof of as this is a relatively new method.

8. What type of product advertising is primarily
used within digital media?
I was interested to see if one type of product was advertised using digital methods
more, in comparison to another. In source (16), 79% of participants said that fashion
appeared to me the most advertised product online. This was followed by Music/Film
at 63%. Such services may be seen to be advertised digitally as they converge well
with online services. There are many online shopping outlets as well as opportunities
to purchase film and music, whereas this is applicable for food and beverage
products. Source (9) believes this online spend is likely to grow throughout the future.
Despite these results, 71% of survey results were from 16 – 18 year olds so this may
influence the attention paid to particular ads depending on age group, as well as the
appearance of targeted ads. This was a difficult question to find relevant secondary
sources to and the questionnaire did not gain answers from enough people to give an
effective perspective on what products are mostly seen online. To gain a better
understand, an experiment may have been a more appropriate method of primary
research to address this question.
What are the predictions regarding the
future of advertising?
The rapid changes in advertising over the last 10 years also raises questions
regarding the future of the industry. Source (9) predicts that web use on mobile
devices will overtake desktop we use in 2014. This means that advertising will
need to become optimised for this platform effectively. In turn, online payments
are expected to increase dramatically in the same time. This implies that the
consumer process will become more instantaneous and accessible, which
means such mobile ads are likely to act directly in relation to online mobile
payment. The wide range of services available on smart phones means that
agencies have greater opportunities for ad space. Source (15) projects the
continuing rise of social network customer service interaction, which means
companies are “becoming increasingly focused on creating and managing
perception of their products or services”.

9. It also mentions location based services, with the projected increase of mobile devices, applications such as „Foursquare‟
allowing brands to communicate to consumers who may be nearby e.g. a restaurant, similarly to source (9), predictions
of increased mobile web use are seen here and „It is projected that 50% of last minute holiday shopping, for the year
2015 will be done via mobile devices‟. Another prediction regarding the future of advertising is seen in source (5) where it
is said that 20% of advertising revenue is expected to shift from „impression-based‟ to „impact-based‟ within the next three
years. This means to create advertising which is more individual specific and not pushed as a mass market media. This
links well to other sources which speak of the rise in targeted and demographic specific ads.
This graph as seen on source (9) presents predictions regarding
hardware used for completing online payments. Over a quarter
of these expect to be done on mobile devices by 2015, in
convergence with the expected increase of mobile web use over
desktop. This emphasises the growing importance of mobile apt
ads and payment services. Despite these future
predictions, from a range of sources, it is likely this information
can change in a short space of time and technologies may
develop in unexpected ways. New legislation may also affect
the limits of online ad space the development of impact-based
ads. Without a greater range of sources, it is hard to draw an
appropriate conclusion regarding the future as it is more
effective to notice common trends in predictions after seeing
more sources.

10. Evaluation
Overall, I think I have completed the research project to a high standard. I believe I found a wide range of sources that
related to my question and sub questions. I would have liked to of used the internet less and found more literature, but
this was quite difficult to achieve as the topic is very current and relevant, up to date information is more difficult to find in
this format. Despite this, I did aim to search in a range of ways, using different services such as Google scholar and
Youtube etc. I believe I found enough sources to effectively answer my questions except for „What type of product
advertising is primarily used within digital media? „, of which I was unable to find any primary sources. To gain some form
of information on this part, I integrated it as part of my primary research. Although secondary research is often
reliable, the legitimacy and truth within each source is difficult to test fully. Though it is difficult to lay entire trust in
information gained, such sources may indicate some form of result but nothing definitive. Definitive results may be drawn
from independent research with strict variables, or secondary sources which provide full proof of reliability.
For my primary research, I completed a questionnaire, a comparative analysis and an experiment. I enjoyed collecting
data for these and was interested by the results from each. I believe I carried them out to a high standard, but would
have spent more time on them and repeated certain parts, such as the experiment, to increase reliability. In the case of
the comparative analysis, I would have compared more campaigns, and regarding the questionnaire, I would have aimed
to get more results. I think it would have been effective to ask more questions that I have such as „what are your
predictions regarding the future of advertising‟, as it would be interesting to get a pubic opinion on this topic as well as a
more professional one. If I had more time, it would have been good to carry out more primary research, especially
experiments. This would have allowed me to answer my question/sub questions in more depth and also pose more sub
questions.
I believe I appropriately applied my sources to my sub-questions and answered these as effectively as possible. Through
answering sub-questions, this allowed me to also answer, to an extent, my main question. The use of graphs here
allowed me to present some of my results in an easily viewable visual style. Graphs are very useful but it is important to
label axis and present information careful to prevent misleading anyone. It is possible that I could have used more
graphs within my presentation, especially in relation to quantative data. One the whole, I feel that the research project
went well due to the range of sources I gathered and what this information was able to suggest in response to the
questions I posed.

11. Conclusions
What Significant Changes have Occurred in Advertising Mediums over the Past Decade, and what is Predicted for the
Future?
The report shows that a significant restructure in the way advertising works has occurred over the past decade, as digital
media has opened up a new, powerful method of conveying messages. It is expected for a campaign to have a digital
element to it, whereas this was not the case ten years ago. These digital methods may be as or more successful than
traditional methods as the digitalisation of services continues and become a bigger part of many peoples lives. One key
aspect of this is social media, which is seen as a very important part of online ads. Social media advertising allows for
specifically targeted ads through converging with information provided to the website.
As well as these changes, advertising is coming an increasingly interactive process. Some ads now rely on a response
from the user e.g. mouse rollover ads. Social media tools such as Twitter and Facebook are also used by brands for
advertising purposes. A presence on these sites allows for companies to become a natural part of the digital
landscape, as well as promote awareness and increase opportunities for viral material. Such websites are also being
used to interact with customers directly about products and respond to any particularly questions, complaints etc.
There are also a range of predictions regarding the future of the industry. One of these is the increase in mobile web
use, over desktop use. This therefore highlights the likelihood in development of mobile web appropriate advertising and
what these changes will mean. With this, it is also predicted that location based services will also grow and advertising
specific to current location will occur. This means that the range of demographics used for targeted advertising may
grow. A final prediction is that online product browsing and payment services will be brought closer to ads, so that a user
can pay for product or services directly through an advertisement.

12. Bibliography
Source 1
http://www.forbes.com/sites/marketshare/2012/01/27/the-future-of-advertising-2012-hear-it-from-the-ad-students/
By: Scott Goodson. 27th January 2012. Accessed 14th February 2012.
Content: A piece about the development of advertising in relation to digital media, primarily the internet. It highlights how advertising is
turning into a two-way process as consumers are able to actively interact and respond to brands online. It emphasises that developing
media is constantly changing the landscape for advertising and that agencies are becoming increasingly responsible for the whole brand
identity and image of a company, not just their promotion.
How Found: Typed „the future of advertising‟ into google with advanced search – past month results.
Reliability: The source, Forbes is a reliable news publisher. The article is balanced as it contains a range of views from different
people, including students. Despite this, the article is made up of largely predictions and a lack of proof.
Source 2
http://www.google.co.uk/trends/?q=facebook,+twitter,+youtube
By: Google. 14th February 2012. Accessed 14th February 2012.
Content:I n relation to the idea that social media is an important tool for advertising, the graph represents an increasing use of the top 3
social websites. The rapid increase in Facebook usage presents an opportunity to advertisers as a medium for advertising. Facebook
advertising became a significant feature in April 2007 as pages for brands were introduced (see source 3), at the same time as it‟s
popularity just began to increase. Youtube‟s popularity has increased at a more steady rate and is another significant portal for online
advertising. In a similar manner to Facebook, Youtube has implemented advertising following initial success (see source 4), in this
case, August 2006.How Found: A known tool by Google.
Reliability: Google trends is very reliable source as they are likely to use technical counters. This service provides only quantative data and
references, minimising the potential for bias.
Source 3
http://mashable.com/2011/06/28/facebook-advertising-infographic/
By: Graphic made by Emily Caufield – Article posted by Sarah Kessler. 28th June 2011. Sourced 14th February 2012.
Content: The infographic allows for a clear, time scaled presentation of information regarding advertising on Facebook. This method of
presentation allows for quick reading, although it is likely to lack significant detail in parts. Despite this, is clearly demonstrates the
development of social advertising in the case of Facebook and Facebook‟s popularity.
Reliability: This information is likely to be quite reliable in content, but may be lacking information due to design purposes. These design
purposes may also mean some information is miscommunicated. Also, as it is a graphic, it is harder to update than a webpage etc.

13. Source 4
http://www.mashable.com/2011/07/26/youtube-advertising-infographic/
By: Graphic made by Emily Caufield – Article posted by Lauren Drell. 26th July 2011. Accessed 14th February 2012.
Content: In a similar manner to the Facebook infographic, this graphic shows the development of advertising on YouTube.
It shows a clear, chronological progression as well as other pieces of relevant information. How found: Typing in „youtube
infographic‟ into google. First page of results. My search for this was due to finding the Facebook infographic.
Reliability: The reliability of this infographic is similar to that of source 3. Although it is visually pleasing, it may have lost
important information due to this and the graphical nature of the information makes it more difficult to update regularly.
Source 5
http://www.huddleproductions.com/2011/02/24/major-changes-for-advertising/
By: The Admin of Huddle Productions. Article 24th February 2011. Accessed 21st February 2012.
Content: This article speaks about the shift in power regarding advertising, highlighting the consumers ability to shape their
own advertising experience. People are now able to actively avoid advertisements more easily e.g. youtube adverts which
may be skipped, when advertising is made more interactive. The article reports that the IBM found that two thirds of ad
experts expected 20% of advertising revenue to shift from „impression-based‟ to „impact-based‟ within the next three years.
How found: Typing „changes in advertising‟ into google with the use of the advanced search feature in finding results from
the past year.
Reliability: Huddle are a video production company who work in social media. The information here is all quoted from
„Article by IBM Global Business Services‟. They are a very reliable source as they work in research and solution
techniques. They are also global, well known company meaning their research is likely to be accurate.
Source 6
http://books.google.co.uk/books?id=LJYGOW6VWaYC&dq=digital+advertising&source=gbs_navlinks_s
By: Brand Media Strategy – Antony Young. Published 21st December 2010. Accessed 21st February 2012.
Content: This book highlights a range of changes in advertising including the previously mentioned shifts in consumer
involvement. In terms of advertising „type‟ and target, this source says that demographics have been made more
specific, with more psychographics being introduced to help target a consumer. A brand is able to make its appearance on
particular pages of the web in which it knows its target market (or destined target market) visits. It also allows for the
constant tweeking and live-altering of work which means it can be made as effective as possible.
How found: Searching „digital advertising‟ on Google Books. Second page.
Reliability: Anthony Young appears to have written several books on the subject of marketing and investment. He also
appeared to use quotes and figures from advertising experts.

14. Source 7
http://www.mediapost.com/publications/article/138715/study-do-online-ads-work.html
By: Laurie Sullivan on „Online Media Daily‟. Published 2nd November 2011. Accessed 21st February 2012.
Content: This article provides the results of research regarding the emotional effect of advertisements on a webpage. The article found that
the experiment presented results showing that after more the 10 seconds on a webpage, 73% of users experienced a higher emotional
response to the adverts than other elements on the webpage. It was also found that in 40% of cases, a user fixated more than 15 times on
an ad unit within the first 10 seconds of visiting a webpage. This experiment was measured using sensitive eye, heart rate, breathing
monitors etc.
How found: Google search of „does online advertising work‟, second page.
Reliability: This article seems reliable and the experiment appears to be have been completed under strict test conditions. Media post
appears to be a reliable source as it focuses specifically on media news and information.
Source 8
http://econsultancy.com/uk/reports/uk-internet-statistics-compendium - downloadable PDF report (sample) available from this link.
By: Econsultancy. Published 2011 (no specific date) Accessed 26th February 2012.
Content: The report contains a lot of information about the use of digital media, specifically online advertising and draws various
comparisons in the field. Despite emerging technologies and the significance of social networking in advertising, the majority of advertising
is received through television (2009), as many people often consume television ads whilst navigating around the internet. Despite this, the
report also highlights that the general recall, brand recall, message recall and likeability of an online video ad is consistently higher than a
television ad. (2008 – 2009) See graph below.
How found: Google search „advertising statistics‟.
Reliability: I believe this source is very reliable. Econsultancy are a group who often publish marketing facts and statistics to aid marketers.
Much of the research on the report has been sourced from Nielsen, e.g. the pictures graph. As previously discussed, Nielsen are a world
renowned research group known for their accurate results. One downside to this report may be the date of information, but such reports are
likely to take time to produce, therefore making them slightly outdated.

15. Source 9
http://www.youtube.com/watch?v=CwTAARorGbk&feature=related - The Future of Online Digital Marketing 2012 - 2015
By: GoToMyVideocom. Published June 4th 2011. Accessed 27th February 2012.
Content: This motion infographic contains a lot of information regarding the future of the digital lifestyle. Despite not being directly
about advertising, it contains a vast amount of information on how the evolution of social media and the internet is expected to impact
our lives between the timeframe of 2012 – 2015. Some important points include the prediction that mobile web-use is expected to
overtake computer and desktop internet use. This highlights the importance of mobile-web adapted ads. The amount of money spent
online is also set to increase dramatically, making the consuming process easier and quicker, which is also important for advertising.
How found: Typing „advertising future‟ into Youtube.
Reliability: The Youtube channel related to the video does not appear to be a technology/advertising/marketing group, but a film and
video production group. It is also hard to track or determine the sources of the information shown in the video. This shows some lack
of reliability, but the video is very professional and in depth with its information.
Source 10
http://www.youtube.com/watch?v=4NyXzir2yKg&feature=endscreen - The Future of Advertising
By: StoryWorldwide. Published March 16th 2011. Accessed 27th February 2012.
Content: This is another example of a motion infographic video. It is short, but contains a lot of direct information about advertising.
The video highlights several key points: a brand should have a key narrative at the heart of it. These stories should be published
across areas the target market are likely to visit as well as being well optimized for appearing in search results through appropriate
tagging. The fans of the brand here may share and create their own content in relation to this original story. An advantage of this is the
lower media spend, as information can be shared for free online.
How found: In related videos to „The Future of Online Digital Marketing 2012 – 2015‟
Reliability: The video is sourced from an advertising agency, „Story‟. They are a very successful group with a range of impressive
clients. This means the information displayed in the video is likely to be based on experience from the agency. Despite this, some may
say that is just the opinion of one agency and other groups have different, more effective methods.
Source 11
http://webcache.googleusercontent.com/search?q=cache:QNBcV3QkBuAJ:www.bhatnaturally.com/advertising/the-decade-in-
advertising-then-and-now/+past+decade+advertising+changes&cd=8&hl=en&ct=clnk&gl=uk&client=safari
By: Bhatnaturally – a blogger posting about technology and advertising. Published May 16th 2011, accessed February 27th 2012.
Content: A change in advertising this article highlights is the turnaround time for the creation of an ad. It explains that the instant
nature of advertising digitally means that the move of a competitor must be matched as soon as possible, increasing pressure on the
whole agency, leading the birth of digitally focused agencies in the past few years. The post also says that this increased pressure
has lead of a lack of craftsmanship and attention to detail in advertising, and ideas may not be developed as much as they used to be.
Despite this, „traditional‟ methods of advertising such as TV and print are still prominent and may be subdued to the time constraints of
digital advertising production
How found: Google. Typing „past decade advertising change‟, first page.
Reliability: Although this blog post does contain some interesting and fair information, it is likely to be bias as it is from one single
viewpoint and not based on facts of figures, whereas many of my other sources are.

16. Source 12
https://docs.google.com/viewer?a=v&q=cache:m9Ddo1wPA1AJ:www.google.com/doubleclick/pdfs/DoubleClick-04-2005-The-Decade-in-
Online-
Advertising.pdf+past+decade+advertising+changes&hl=en&gl=uk&pid=bl&srcid=ADGEESicmCBNFeAAMpkBIqJ8H9tG60HZ4InGat07O
Bdd5Qbr50mPzcNGbcgx467xl0M4LVaqzx66Tss2sLexbQLMLv3-
fgTeWDSENNQEjK1TS3iKISqxV50oEtnhwdp14W795FPP9G2G&sig=AHIEtbT4wWYoyfIjWuoZ4Cj4kdrV9z-Psw
By: doubleclick.com. Published April 2005, accessed 27th February 2012.
Content: The report gives background information regarding internet advertising, which originated in 1994. Interestingly, the report does
not mention the rise of social network advertising, but speaks of advertising on blogs instead. Although blog advertising on blogs does
happen, it is not as prominent, successful or interactive as advertising on youtube, facebook etc. It also mentions information regarding
the ease of online ad success measurement, which allows for more accurate budgeting by a company.
How found: Google. Typing „past decade advertising change‟, second page.
Reliability: The main issue with the piece is its dating. My research question is based around the last current decade (2012/2011 –
2002/2001) whereas this report is based between 1994 – 2004. Despite this, I can still use the information on this report regarding the
year 2001 until 2004. In terms of the informational source, doubleclick are an ad management and ad technology company, so their
information is likely to be reliable. Some other sources are also from Nielsen, emphasizing the reliability.
Source 13
http://jiad.org/download?p=78
By: Lance Porter and Guy J. Golan. Published 2006 (unable to access date), accessed 28th February 2012.
Content: The paper highlights that viral advertising is something that has only come about through digitalization, and that viral media is
more likely to be reach the right audience and not be spread among people who have no relation or interest in a product. It mentions that
consumers are feeling increasingly bombarded by adverts that are not appropriate for them, which is frustrating for them. Online and viral
ads are able to address this issue to a degree, whereas TV can‟t do this. It is also mentioned that viral content needs to be more
appealing and provocative, to make it worth sharing, perhaps increasing the effectiveness of viral ads.
How found: Google scholar search. Typing „viral advertising‟ – first page.
Reliability: Googling the authors of the article lead me to results which pointed to university websites. I found that both authors are
university lecturers in communication and similar subjects. These means the reliability of this piece is particularly high. There is also a
large list of references at the end of the article to backup data and information mentioned in the article.

17. Source 14
http://davebirss.wordpress.com/2011/09/28/the-future-of-advertising-podcast-episode-6/
The Future of Advertising – Podcast Series – Episode 6
By: Dave Birrs. Published September 2011, accessed 28th February 2012.
Content: (unable to listen to podcast because of technical fault) The information blogged about the podcast gives a summary regarding
the content of the podcast. It contains interviews with two agency professionals, as well as links from the producer of the podcast. The
podcast contains content about how technology is „improving our lives‟, and that it is important to know the audience well, collaborate
(convergence) and know the competition.
How found: Googling „advertising podcast‟. Second page of results.
Reliability: The producer and presenter of the podcast is the owner of an advertising training company. This increases the reliability of the
information presented as he is an industry professional. It also includes interviews with other industry professionals, ensuring the
information is reliable. Despite this, there are no actual statistics here, which may lower its reliability.
Source 15
http://smallbusinessadvertisingstrategies.com/advertising-trends-7-trends-in-advertising-for-2012/
7 Trends in Advertising for 2012
By: http://smallbusinessadvertisingstrategies.com. Published January 2012, accessed February 28th 2012.
Content: This article highlights a series of predicted trends in advertising for the coming year. It expects the use of social media as a
customer service tool to become the primary and most effective method of communication with a brand. It allows for instant and effective
resolutions to problems, complaints, compliments etc. With smartphone use and the integration of location services, it is expected that
consumers are likely to be subject to brands or services which are local and convenient to them. This may be seen as giving smaller
organisations a voice and making the access to services for a consumer an easier process.
How found: Googled „advertising trends‟. First page of results.
Reliability: Although the post does not have a specific author attached, the blog is an organization aiming to encourage the advertising of
small business. This therefore highlights knowledge in the field of advertising, and in turn, reliability. On the other hand, these are only
predictions for the future, and as these are not based on precise figures and analysis of previous trends, one may not trust this source.