Interactive Media and it’s global Effects.
What is Interactive Media
What is Interactive Media? I am going to begin my essay with a brief definition of the phrase Interactive Media; "Interactive media is the integration of digital media including combinations of electronic text, graphics, moving images, and sound, into a structured digital computerised environment that allows people to interact with the data for appropriate purposes. The digital environment can include the Internet, telecoms and interactive digital television." In the simplest of terms, Interactive media is any type of media that you can interact with. Whether it be a mobile phone, television or a website, as long as your interacting with a piece of digital technology, it then comes under the phrase Interactive Media. How is Interactive Media Developing? Interactive media is vastly developing each year, not only in the amount of users but also the amount of creators, inventors and developers.
The History of Interactive Media.
Interactive advertising initially took off, largely fostered by a culture where advertisers weren’t pressed to measure their effectiveness. It wasn’t long before the bubble burst, leaving big brand advertisers feeling burned, interactive shops bankrupt, and the online markets all but evaporated. Around this time companies like Go To developed auction-based models that allowed advertisers to buy only the advertising that could meet their needs or accomplish their goals. Small-medium sized advertisers now had a completely automated means of advertising on the web.
Go To was eventually able to change their infrastructure from a consumer destination to a syndication model, creating a win-win for both the advertiser and the web publisher. Advertisers were able to pay “fair value” for their advertising, work with a single vendor and reach millions of web users. Publishers could secure high-value ad inventory without having dedicated sales personnel trawling for original content or singular advertising partners.
Over time, even graphical, CPM-based advertisers turned to sponsored search. Once they got past the notion that branding requires big graphical ads, they realized a whole new paradigm for interactive advertising. In line with this trend, Google amended their own paid listings product in 2002 so it was no longer sold on a CPM basis, but on a more measurable CPC instead.
Fast forward a few years. Paid search has basically saved interactive marketing. A variety of fledgling web publishers not only bounced back, but came to thrive by syndicating their content to the engines’ search results pages. Google and Overture have rebuilt the internet economy, and a variety of Tier II players are staking their claims as well.
With big growth, however, comes equally big limitations. The growth potential of each of these businesses is hampered by the overall volume of searches that take place every day. Luckily, for every challenge savvy entrepreneurs offer a solution.
Uses of Interactive Media.
The Psychological Impact of Interactive Media on Society In today's society, computers and interactive media products have become one of the main needed and necessary products children have wanted, due to the quick passed, very exciting graphics and story lines in games have become a everyday activity in the child's life. Although the computer has been one of human kinds greatest technological advancements, the bright flashy screens and story lines in exciting new games have overtaken the minds of young children and have also become a main exercise for people today. Each interactive media products have had a great impacts on societies, socially and psychologically. In spite of video games entertaining value, the contents and the use of it has been quite an issue for some people. Many blame video games for its violent contents and claim that video games interfere with children’s process of growing up. The reasons of that is, of course, children’s exhibition of violence. It is interesting to find that actually video games assist children a lot in their education as to introduce the first stage of computers and expand their ability on spatial subjects. It is also interesting to find that video games also assist children in improving their hand-eye co-ordination, causing their reflex to be sharpened. As for an opinion saying that playing video games will make a kid’s social life poor, there is also an argument stating that video game culture has formed a little community, in which the players teach each other and co-operate as one encounters difficulties. In other word, video game culture here plays a big role in expanding gamers’ social life. As the technological era continues through time, daily life has become more reliant on technology (computers). The daily life of a persons interaction with other people has greatly decreased. With simply sending an e-mail to a friend or family member, the interaction has become less face-to-face, but more face-to-screen. Although this change is happening it is not all bad. With the use of this product, the time used planning arrangements and parties would be minimized, the time you have would be more effective such as things like playing sports and other interactions. Although we all look up to today's technology as a great advancement, many others look at it as a negative asset in today's society. Being a computer user quite regularly the need for a computer has become a compulsory need. The uses of the PC and technology has been outstanding. The new internet refrigerators and telephone operated air conditioners, life has become more and more simpler. Although life has become a dream with technology, the plain reality has kept use down to earth. With the life of a human on average, we use something technological at least 50 times or more per day. With a break though in technology everyday man has been unable to keep up. Computers, Car Stereos, Cars, Mobiles, Refrigerators, Air conditions, Printers, cameras, the list goes on and on. We have been around technology everyday in our life time. From the first automobile to the first television set, we have loved and adored technology. Interactive and communication technologies are transforming the way we communicate, work, learn, and play. As today's society grow, we develop an understanding of our self in relationship with other people. Our increasing cognitive abilities allow us to take the perspective of others and to understand how our actions produce consequences that can be harmful or beneficial to others. Specifically young people grow in an ever-expanding social environment that includes family, school, and other community organizations. As they interact with others within their social environment, young people gain an understanding of the expectations that are expected for their behaviour. Parents, teachers, and other important adults are actively involved in the moulding of norms and values that are considered acceptable in the social environment today. Through this process, young people develop a sense of personal identity and values that guide their decision-making and behaviour. On September 17 and 18, 1999, a group of researchers and practitioners met in a 2-day workshop to frame a research agenda around issues of the social dimensions of the use of interactive technologies by young people. The results from the experiment where as to be expected, people mostly young people have found it easier to communicate with other people over the internet because it is not a face to face experience. This form of communication has allowed the user to become alias to the real world but make a anonymous identification. Although not much information or answers were gathered from the experiment the information supplied was sufficient to gain the point of view that information technology has had a effect on the child's interaction development. Parents, educators, policy-makers, technology designers, and others require greater understanding of the social dimensions of the use of interactive technologies by people. This understanding will allow for the establishment of policies, strategies, and technology-based environments that will foster the safe, responsible, and beneficial use of
Interactive Technologies by today's society. In conclusion, the philosophical and psychological facts of technology cannot be ignored in relation to technology and society. Here, we are dealing with a second order effect arising from technological determinism. Not only does the current state of technology determine our choices for the future but it also influences our intellectual and emotional responses (the way we think/feel) to technology and to socio-economic problems generally. Despite the difficulties in assessing technology's impact, we have no choice but to try. Failure to address the impact of the new information technology may well result in increasing control of information by a powerful few, and in further erosion of the rights and choices of individuals regarding the application of new technology.
Interactive media and it’s use’s
Interactive Media is the most wide range type of media possible. There is no limit to what you can do in interactive media. All types of avenues such as web design, web development World Wide Web, Internet forums, computer games, online games, interactive television, e-Mail and electronic literature and many other sources of media apply. One of the benefits of interactive media is that the technologies of it are always emerging. It does not stay at a stand still because there is no definite measure of interactive media. Many times, clients have changing views for what they want for their product and being the developer for the product as an interactive developer, this makes it that much more difficult. I assume that in other forms of media it is more clear cut in the sense that you have a need and without little trouble, the product is developed. In conclusion, if you crave to be creative in what you do or want to pursue, then interactive is the way to go!
People will always crave media that will allow them to experience an environment that is more like the world as God made it. In other words, the more media becomes like the "real" world, the more it will be accepted and embraced by human beings. We are made in God's own image and this is why we can look at the beauty of the earth and say "it is good," just as God said in the book of Genesis.
This is also why television overtook radio, colour television overtook black and white and why high definition television is overtaking standard definition television. Interactive, immersive, multi-sensorial, multimedia will eventually be widely accepted and even demanded, because it is more like God's real world - never as good as His world, but "like" His real world. When it's not possible to actually stand in a rain forest, virtual experiences will offer the next best thing until you can get there.
Is interactive media something that is completely attainable? I view it as an immersive element of our world that few will actually indulge in when the media becomes available. I am not doubting that the media will be attainable (technology and creativity are at an all-time high), I am merely asking whether or not those ordinary people in everyday life will be excited about the medium that is creating a huge buzz in this field.
The Future of Interactive Media
Marshall McLuhan is dead: The medium is no longer the message. This message appears to be lost on venture capitalists who, by focusing solely on hardware and software, are chasing the wrong Internet rainbows. As has been the case with earlier "new" media, the long time value and profits will lie with information rather than technology. After all, the biggest money to be made in radio, movies, and television (which were once new technologies) lies in creating and owning the information and programming rather than in the cameras, microphones and transmitters.
Indeed, VCs are trying to enter the 21st century using a 20th century idea. In the 21st century environment, companies that view themselves as "publishing" companies, "broadcast" networks, "book" publishers, "CD-ROM" companies or "Internet content" providers are climbing out on evolutionary branches with no future.
VCs need to realize that the medium is no longer the message. Instead, original knowledge and information databases are the message and the medium has become a consumer interface that shapes the form of the information to become most relevant and convenient to the consumer's desired use of the information.
Most of the companies which create data and license their information to data packagers and aggregators do not make efficient use of their proprietary information. These companies use the old "medium is the message" paradigm and think of themselves as "publishers" or "broadcasters" or "content providers."
This is the information equivalent of a steel producer which thinks of itself as being in the guard rail business and ignoring every other use of steel. Thus, great amounts of proprietary information go untouched because the creators make them available for only one interface.
A company's information engine maintains a database which can be segmented, sliced, diced and recombined according to consumer usage.
As early print entries to the World Wide Web discovered, information cannot simply be shovelled from one interface to the other with little or no alteration.
New media accommodate and change traditional forms as consumers learn how they assimilate the capabilities of new media and alter their behaviour.
Accordingly, radio and motion pictures did not kill print; television did not kill radio and motion pictures and the World Wide Web will certainly not kill television or print.
Research and the experience of those pioneers who tried to implement interactive television (and even interactive books) have found that people don't want to interact with television; this is not a function of the technology so much as a function of content and consumer ability.
On the other hand, print-centric companies are finding that similar problems result from shovelling passive mode information into an interactive mode interface such as the World Wide Web. People do not want to spend hours reading long articles on the web.
Finally, video games have shown that people will interact with their televisions, but this use is not an information content interaction, but a human-computer software interaction which requires a different state of mind and a different interface mode even though the hardware (television) remains the same.
What this all means is that information companies must shape their data to fit with the media interface desired by the consumer.
Being media-centric rather than interface-focused is inefficient and deprives an information company of customers.
Unfortunately, many (if not most) information companies sell their data once and bury it because they are in "publishing" or "broadcasting." The very expensive information is put on a shelf where it ages badly, inaccessible.
It becomes an expense rather than an ongoing profit centre.
On the other hand, the interface-focused company realizes that its information creation engine is at its heart, that it constantly spins off proprietary, protected, valuable data every day and it needs to be like the hog farmer who sells or uses everything but the squeal.
Our experience shows that not only does a knowledge-based, interface-focused company wring the maximum profits from its data, but it creates a marketing synergy that results from the information's availability via multiple interfaces. Thus a person who reads a company's information or views it on television can then use the company's interactive web content to search for more information. Likewise, a web viewer might learn about a company's information online and then buy an offered book, print publication, software product or CD-ROM.
Marshall McLuhan was right 20 years go; back then, the medium was the message. But time and technology have moved past that point. Today, the information database is the message and the medium is only the interface.
Those who overlook this are doomed to spend the rest of their lives in the wrong century.
Perdue is chairman and CEO of Sonoma-based SmartWired Inc.
The face of the advertising industry has changed dramatically over the last few years, as the Internet has become increasingly dominant and has shouldered its way into the mainstream. Although advertising professionals are still inevitably grappling with the notion of how best to harness the power and peculiarities of the Web in order to tell their stories in the most effective manner possible, much of what is generating interest is where this dynamic, volatile platform is headed next.
At a panel yesterday at the Future of Online Advertising Conference in New York, several industry experts tossed around their thoughts on what the future of interactive advertising will be. While there was a spectrum of views on the issue, there seemed to be a tendency for the discussion to keep converging back to focusing on a few particular trends.
A sizeable chunk of ad spending has shifted to the online arena in recent times. Is there really something to be said about the effectiveness of the Internet, or are advertisers just going with the latest fad because they are dissatisfied with the returns they are getting from television advertising?
Definitely the most vocal of the four panellists, Chan Suh -- president and CEO of Agency.com -- answered the question with a firmly pro-online stance: he explained that the Internet provides advertisers with clarity, measurement and increased accountability. Advertisers see the Internet as an opportunity to create a more "gauging relationship;" it provides them with multiple options to develop a deep relationship with, and a richer understanding of, their consumers.
But the consumer's experience online often involves coming up a bunch of random ads that are not targeted at all and in fact having no personal relevance whatsoever.
The general response to this seemed to be that while more customized and targeted ads are the direction in which the industry has heading -- this was almost unanimously acknowledged to be the next big growth market for online ads-- there are also big problems.
According to Alex Blum, CEO of KickApps, through data mining processes nowadays, agencies are aiming to easily and anonymously create and collect consumer profiles that can then be used to fashion advertisements that are targeted in a manner that increases their relevance and effectiveness.
Blum went on to add that the click method of tracking involves the inherent danger of engendering a sense of resentment in consumers, who often feel their privacy is being invaded. His suggestion: advertisers should harness the opportunities presented by social media -- 'scrape' sites like MySpace and Facebook in order to make use of information that people make publicly available about themselves.
Suh was quick to knock the feasibility of this idea, arguing that the cost and time it takes to determine trends and figure out what people want through this method of scraping is not proportionate with the results. In an industry in which clients often demand answers immediately, scraping social media is simply too tedious. He went on to emphasize how useful it would be if ad prices could be determined using cost per influence rather than cost per thousand as their benchmark.
Jim Larrison, GM of Corporate Development at Adify, gave his take on the problem, he explained that the industry has to get smarter about getting hold of a rich inventory of consumer preferences that can then be sold to advertisers.
What will interactive advertising look like in 20 years?
Hilmi Ozguc, CEO of Maven Networks, thinks that it will be "interactively richer… consumers will have more choices regarding how they can interact and what they want to see." Advertisers will be more adept at taking "short impressions and turning them into lasting relationships."
Chan Suh's prophecies were the most eloquent, although perhaps the most hopeful: he explained that the face of interactive advertising will change to become "an incredible dance partner, who knows when you are going to take a sudden step, knows when you're going to dip, and who knows what state of mind you're in based just on your behaviour." His take on the future is that advertisers will be able to provide stories and ads based on what consumers want, and not just on what the clients want.
Can display advertising ever achieve the same levels of success as search advertising?
Alex Blum took this one, reiterating his stance on targeted adds he explained that the only way to counter this very direct experience of conducting a search is to address the targeting problem, and this can be done through data mining.
With the advance of Internet advertising will the TV become less important?
According to Hilmi Ozguc it will not: he argued that television will continue to remain an extremely important medium, however the face of television will inevitably change, with internet TV coming to the forefront in a manner that blurs any and all boundaries that currently distinguish the internet as a separate platform.
What do you think the future of interactive advertising is? Are there particular trends that are clearly emerging or that you foresee will inevitably emerge over the next few years?
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