Web 2.0
Web 2.0 has made advertising easier for bigger and smaller companies as they have new platforms to advertise their products on. It is also much easier to target the specific audience that they want to through the use of cookies. Cookies allow websites to see keywords that customers are searching and tailor the adverts to best fit the intended audience. A prime example of this happening is when a customer would be searching for lets say a lawn mower online they would potentially be seeing more adverts for lawnmowers or even products related to lawnmowers such as oil to keep the lawnmower working. Websites have to have a disclaimer to ask customers whether or not they allow cookies as it is essentially using a customers data and some people might object to this happening.
Social media allows products to advertise in new ways to get the biggest reach for the product that they, can for example when the film Venom was being advertised there was a new lens on Snapchat that was promoting the film and also there were short 10 second advertisements in between stories that would show Venom this allowed a more niche audience to be able to see averts for the film as the main users on snapchat are teenagers. The snapchat lens is a good example of below the line advertisement as this would only be seen by a certain amount of users on snapchat people may take a picture with the filter and send it to their friends and then this would also help to advertise the film as people will be advertising the film without really being aware that they are doing so.
Before Web 2.0 the main form of advertisement would of been pop up ads these pop up ads would have been above the line advertisement as they would have just been sent to everyone without any real targeting methods. However this would of mostly been a pretty unsuccessful method of advertisement as most internet users would of just been used to shutting pop up ads down by clicking the little red X in the corner and they would not really care what the product was as it wasn't something they were interested in. Now on the other hand with the use of cookies adverts are tailored to users so that it is something that they are interested in and a product that they may of recently searched for.
On Instagram there is a small group of people who are seen as being very influential these could be celebrities or just internet personalities such as Youtubers on Instagram they are called 'influencers' companies can pay influencers to promote a new product that they are selling and because the influencers would have a large audience this would be effective as more people would get to see the product.
I think that Web 2.0 has made advertisement much easier, more effective and cheaper. it has made the formula to get a product out there much better as it is moving times. The modern generation spend most of their time on social media and video sites such as youtube and they don't really watch telly. Companies are having to adapt to the fact that this is happening and thats what this allows it allows companies to reach people who are predominantly using social media. Most companies don't have to waste money by making a large advert to go onto the telly and across cinemas and instead they can make a short 10 second advert and put it on snapchat and be more effective. The most well known advert on television is the John Lewis Christmas advert that normally is about 2 mins long and would cost around £7 million to make however it would be much cheaper for it to only be 10 seconds on snapchat.
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