Bifalgorithm post · IntroductionToBusiness OP 8D04gAa · 2026-10-07-36573 · 12.6. The Huge Impact of Advertising*

How have technology and the internet changed traditional advertising?

How have technology and the internet changed traditional advertising? (IntroductionToBusiness OP 8D04gAa · 2026-10-07-36573 · 12.6. The Huge Impact of Advertis…

Ideas in this flowchart

  • Digital media transformation is fragmenting audiences and reshaping entertainment and advertising.
  • Technology and consumer behavior are driving major changes in media.
  • Many new media are not hardwired or regulated, and digital content can be delivered anytime and anywhere.
  • Cable, satellite, and internet media have highly fragmented audiences that are increasingly difficult to reach.
  • Gunsmoke once reached 65 percent of the television audience, while today only an event such as the Super Bowl might approach that reach.
  • Traditional entertainment formats are being rapidly digitized.
  • Magazines, books, movies, shows, and games can be accessed through laptops or cell phones.
  • In 2017, 93 million U.S. homes had broadband connections, nearly matching the 119.6 million with cable and satellite hookups.
  • Advertisers face new questions about reaching consumers and managing communication across electronic platforms.
  • How can advertisers reach young people who spend time playing video games instead of watching television?
  • How can advertisers reach television viewers who use TiVo or similar technology to skip advertisements?
  • How can social media spread a product message, and how can advertisers control that message if it goes viral?
  • What roles should influencers and blogs play in promoting products and services?
  • How should advertisers design websites that support sales and continually provide information and value to customers?
  • Advertisers must also consider product placements in films and streaming content, as well as podcasts.
  • These digital advertising topics will be addressed later in the chapter.
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How have technology and the internet changed traditional advertising?

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IntroductionToBusiness OP 8D04gAa · 2026-10-07-36573

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"Many new media are not hardwired or regulated, and digital technology is delivering content anytime, anywhere. Cable, satellite, and the internet have highly fragmented audiences, making them tougher than ever to reach. In the late 1950s, Gunsmoke on CBS captured a 65 percent share of the TV audience nearly every Saturday night. Only one event, the Super Bowl, has a chance to do that now. Traditional forms of entertainment are being rapidly digitized. Magazines, books, movies, shows, and games can be accessed through a laptop or a cell phone. In 2017, 93 million U.S. homes have broadband connections—nearly as many as the 119.6 million that now have cable and satellite hookups. 10 Technology is driving many of the changes, but so is consumer behavior. Advertiser questions abound. How do you market a product to young people when millions of them are glued to video game screens instead of TVs? How do you reach TV audiences when viewers can TiVo their way past your ads? How do you utilize social media to get the word out about your product, and once you do, how do you control the message if something goes viral? What role do influencers play in promoting products and services via various electronic platforms? What should you make of blogs? How do you plan a website that fosters sales and continually provides information and other forms of value for your customers? Product placements in films and streaming content? Podcasts? We will touch on each of these later in the chapter."

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