Military Review

Advertising WEB 2.0: current trends in the information and communication space (part one).

27

“I tell you that for every idle word that people will say, they will give an answer on the day of judgment: for with your words you will be justified, and you will be condemned by your words.”

(Matthew 12: 36-37)


The publication of materials on advertising on HE showed (although it surprised some commentators) that this topic was interesting for the site’s audience. However, it is also so broad that two articles are indispensable, so we decided to continue this topic ...

The change in the modern information and communication space under the influence of the Web 2.0 paradigm demonstrates a vivid example of the influence of the transformation of technological and social space on the economy. In this article, we turn to its features from the point of view of the development of advertising communication as part of the information and communication system of the Internet and the prospects for its development. The orientation of the new paradigm to interactive interaction, engaging the audience in the process of disseminating information has provided advertising communication with significant synergies with the potential audience, which should have a noticeable effect on changing its configuration as a whole, on the main forms and channels of advertising.

The shift in the potential audience of advertising from traditional media as a source of various kinds of information into the information and communication space of the Internet, the high growth and distribution of non-professional media content (UGC) have noticeably changed the development priorities of advertising communication channels in favor of increasing advertising on the Web and the SMM segment. At the same time, the optimization of advertising business models from the point of view of preferences by means of the transmission of messages should have entailed, according to experts' forecasts, a noticeable decrease in media revenues from advertising due to the outflow of the budget of a part of the advertising business that has switched to the Internet. The reason for this situation can be considered the trend of gradually reducing the audience of traditional media, reducing the frequency of access to them and the level of trust as a source of advertising information from the potential advertising audience. The partial loss of the audience and the threat of a serious financial outflow initiated the process of diversification of traditional media in various forms and forms on the Web in order to build on the previous positions of professional media content. The latter process allows us to speak about the formation of a new media system through media convergence of the media and social networks, which in turn should make adjustments to the system of advertising communication channels.

Advertising WEB 2.0: current trends in the information and communication space (part one).


Thus, the basis for changing the configuration of the information and communication space was the growth of the Internet audience to the detriment of traditional media and a decrease in confidence in traditional advertising channels, and as a result, a promising change in the forms and models of advertising communication.

Studies in Russia, despite a number of discrepancies, demonstrate the development of similar trends in the information preferences of respondents. Leading position as a source of information, is television. However, the indicators of its popularity reached its limit during the 2009-2012 period, and at the moment this source of information is in the field of a negative downward trend, losing popularity with a part of the audience. Radio and the press find a very dynamic development curve and tangible recessive indicators as a significant source of information for the audience, which may be related to the departure of these channels into a strategy of hard segmentation of target audiences and, as a result, a decline in overall popularity. The steady pace of progressive growth in popularity as an information source is demonstrated by the Internet.

A special growth of the Internet audience is noted when analyzing the attendance of social networks. Various studies have revealed that 95% of regular Internet users use social networks: 77% of those who periodically visit the Internet use social networks. 590 thousand users log in at least once a month to 5 social networks, at least 360 thousand users log into 4 networks, at least 11 million. 200 thousand log into 3 of them every month. According to FOM, in June 2013, the share of the Internet audience is going online at least once a day - now makes up 57% of the population, and Internet penetration in Russian cities of “100 thousandths” was 60-70% for adults, which is quite comparable with 70 -80% in the UK and the United States. The annual growth of Internet users who go online at least once a month is 11%, and for the daily audience this figure is 14%. At the same time, the influence of social media on Runet residents is growing steadily: according to VTsIOM in 2012, 82% of Internet users have at least one account on the social network, against 53% in 2010. At the same time, the Russian Internet audience shows an extremely high degree of activity . For comparison: the world statistics of social network visits averages 4,5 hours per person per month, while Russian indicators 9,8 hours per visitor per month.

We can state a significant audience growth rate for each of the social networks, using the standard formula T = Pi1 / Pi0 * 100% (T-growth rate, Pi1- reporting period, Pi0 - basic period) as the basis for calculation. The fastest growing audience is Facebook (21,4%), Odnoklassniki (4,9%) and Vkontakte (2,1%) are lagging behind for obvious reasons. The decline in the growth rate of the audience of social networks is not predicted, as well as it is impossible to say that this indicator has reached its ceiling.

But the Internet is not only gaining popularity among the population, but also reveals a high growth rate of trust in him as a source of information, which is important for the advertising business when financing various channels. From 2008 to 2013, there has been a steady increase in confidence in information obtained from Internet sources (according to the All-Russian Public Opinion Research Center: 2008 - 49%, 2012 - 64%, 2013 - 22%). The observed pace of development allows this source of information to come first in terms of growth in indicators of the level of confidence over the past 6 years. This process is especially noticeable against the background of stabilization of trust in such channels as TV in 2008 and 2012 (71% and 78%, respectively) with a fall in 2013 to 60% and a significant regression of confidence in the print press and radio (print press: 2008 - 62%, 2012 - 70%, 2013 - 7%; radio: 2012 - 72%, 2013 - 4%). Research data allow us to record that the attitude of the population to all sources of information until 2012 showed an increase in confidence on average for traditional media by 7,5%, on the Internet - up to 15% and showed a tendency to increase. But in 2013, there was a “collapse” of trust in all sources of information based on the results of VTsIOM research, which is also characteristic of the results obtained by other research organizations. Here are the data from the FOM surveys on the level of trust in information sources for 2012: television - 55%, print media - 13%, news sites - 5%, radio - 3%, social networks - 2%. U. Levada Analytical Center (same indicator for 2013): television - 51%, print media and radio - 12%, news sites - 14%, social networks - 11%.

The configuration of trust looks somewhat different, if we turn to considering trust not as a whole to the media as a source of information, but focusing only on their perception as a carrier of advertising information. Based on global 2011 and 2012 research data from Nielsen Holdings and Synovate Comcon, one can come to definite conclusions on the development trends of information and communication advertising space: a recession of confidence in traditional advertising sources against the background of strong growth in Internet advertising and social networks.

According to the research of the largest public sociological marketing company Nielsen Holdings, conducted in 2012, two leading sources of advertising information in terms of trust are recorded: recommendations from friends and acquaintances (90%) and online - consumer reviews. In Russia, these figures are somewhat lower and constitute 86% and 55%, respectively. All other types of media demonstrate a drop in confidence in them as a source of advertising information. In 2012, the Nielsen study showed a decrease in the level of trust in advertising on television, radio, in the print press on 24%, 20% and 25%, respectively, compared to 2009 year.

The same trend of falling trust in traditional media channels on a global scale is demonstrated by research by Synovate Comcon 2011 of the year. If in 2007, 47% of the population of 7 of the surveyed countries (including Russia) trusted television as a source of information, then in the post-crisis period, the level of trust stopped at 35% and has no tendency to increase. Unlike the Internet, which was trusted by 40% of the respondents, the confirmed growth of the indicator was outlined.

To be continued ...
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  1. Freelancer7
    Freelancer7 13 October 2017 15: 23 New
    +3
    How does this article appear on a resource devoted to military topics? Milaeva O.V. - Post your dissertation on other resources ...
    1. The comment was deleted.
    2. region58
      region58 13 October 2017 19: 14 New
      +6
      Quote: Freelancer7
      How does this article appear on a resource devoted to military topics?

      Quote: Starover_Z
      Why did you miss this nonsense on VO?

      How to say ... If you consider that recently the phrase "information war" is increasingly found, then the topic is relevant. To get what you need (or to justify any unseemly action) without a single shot and, it would seem, without any pressure - is worth a lot. And from the point of view of the formation of public opinion, and indeed, the impact on people's minds, there is no price for such technologies (a coup, for example, somewhere to stir up). And you can call this process at least advertising, at least somehow.
      1. SMP
        SMP 14 October 2017 00: 00 New
        +3
        Since we live under capitalism, advertising is omnipresent, including advertising of Russian weapons, for example. The information war and the same takes into account advertising data because it is an indicator of social attention, where you can do information stuffing called information war.
        For the goal of any war is to achieve victory and achieve superiority, and if you don’t know what is interesting to the layman, where to provide information that is harmful to the authorities of the country with which the war is being waged.

        Partial loss of audience and the threat of serious financial outflow initiated the process of diversification of traditional media in various forms and forms on the Web in order to build up the previous positions of professional media content.


        Radio and the press show a very dynamic development curve and tangible recessive indicators as a significant source of information for the audience, which may be due to the departure of these channels in the strategy of hard segmentation of target audiences and, as a result, a drop in overall popularity.


        Knowing this, the enemy prepares in advance (audio-video-written) content adapted to the new time
        The latter process allows us to talk about the formation of a new media system due to media convergence of the media and social networks,


        In fact, the purpose of the article, in my opinion, is just to find out which audience sits on this resource, somewhere like that ...
        1. region58
          region58 14 October 2017 00: 54 New
          0
          Quote: SMP
          In fact, the purpose of the article, in my opinion, is just to find out which audience sits on this resource, somewhere like that ...

          It is unlikely ... To do this, just read the comments on various articles. Conclusions are easy to draw. In addition, there are unregistered users (which I have been for quite some time), here statistics are available only to administrators ...
    3. kalibr
      13 October 2017 21: 53 New
      +4
      First, they don’t turn to a stranger to say “you”. If you are not smart enough to understand what's what and why, then at least you should be polite. And ... why did you decide that this article is a dissertation? Secondly, now the topic of any scientist can be easily verified via the Internet. Thirdly, there are no references to sources in it, nor any particular scientific nature. That is, this is an ordinary popular science article, no more. But it tells of what today should be known to any more or less educated person. It is sad that you do not understand this.
      1. Freelancer7
        Freelancer7 15 October 2017 20: 18 New
        0
        Why did I decide that the article was a dissertation? Because I read dissertations, and the phrase "Changing the modern information and communication space under the influence of the Web 2.0 paradigm demonstrates a clear example of the impact of the transformation of technological and social space on the space of the economy." - this is purely abstract. I can argue that the applicant is trying to complete the task of publishing the research topic. I posted 5 publications, now it’s possible to switch to protection ... The kaliubr syllable, the syllable will not deceive, will not fail ... It's like fake reviews of products on different resources - “before that I tried everything, but so far I have not bought this one”. ... ", the problem was not solved, but everything is cool! in general, there are no minuses - take it you will not regret it!" ...
        1. kalibr
          16 October 2017 07: 06 New
          +1
          "I posted 5 publications, now it’s possible to switch to defense ... The syllable kaliubr, the syllable will not deceive, it will not fail ..." You lost!
          She has long been a Ph.D. and associate professor. Now on the Internet - they wrote to you - you can check any topic of any author. In addition, in VO publications are not considered VAK.
          1. Freelancer7
            Freelancer7 16 October 2017 09: 37 New
            0
            Well, even if she’s already defended the candidate’s, but this is not the final ... That assistant professor who does not dream of becoming a doctor is bad ...
    4. Mordvin 3
      Mordvin 3 14 October 2017 00: 12 New
      +3
      Quote: Freelancer7
      Milaeva O.V. - Post your dissertation on other resources ...

      Shpakovsky generally fucked up. wink
      1. kalibr
        14 October 2017 07: 19 New
        +1
        Write it better in Mordovian - "dad" and everything will be clear. We must hold on to our culture.
  2. VadimSt
    VadimSt 13 October 2017 16: 40 New
    +4
    And when will the cycle "Home canning", "Programming and computer science" begin? It will be a universal blessing - you don’t need to read the news on the “Russian Spring”, they are already fasting at 100% of the mine from there, you won’t miss the news of the yellow press either. The site will become universal, something like the information "New Vaska" ....
    Fortunately, in addition to news and private opinion, there are other sections!
  3. Curious
    Curious 14 October 2017 00: 01 New
    +2
    It would be better to write an article on how to protect the brain from all this informational garbage, which has already turned into a weapon of mass destruction.
    1. kalibr
      14 October 2017 07: 18 New
      +3
      It's possible. But the recipe is impossible for most. The head should have intelligence, not polystyrene. That's all! Most have polystyrene. Therefore, all methods of protection are useless. It's like teaching a blind man to shoot.
      1. Curious
        Curious 14 October 2017 09: 23 New
        +2
        You can shoot by ear.
        1. kalibr
          14 October 2017 13: 40 New
          +1
          You can, but you’re unlikely to get it.
          1. Curious
            Curious 14 October 2017 13: 46 New
            +1
            If you do not know how, then of course.
        2. region58
          region58 14 October 2017 16: 37 New
          +2
          Quote: Curious
          You can shoot by ear.

          "7,62 White Cane"?
          1. kalibr
            16 October 2017 07: 02 New
            +1
            Fiction is not an example. I can write "A company of shooters with white canes" even better.
            1. region58
              region58 16 October 2017 13: 36 New
              0
              Quote: kalibr
              Fiction is not an example. I can write "A company of shooters with white canes" even better.

              It seems unclear to put it. Answered the post
              Quote: Curious
              You can shoot by ear.
              . It was meant that this is unrealistic (fiction).
        3. 3x3zsave
          3x3zsave 15 October 2017 19: 47 New
          +3
          To be honest, I have never seen such unique people, although I’m savvy in the shooter. Many times I heard stories that "someone heard someone somewhere present, when someone told me that someone somewhere once ... heard. Shooting" in Macedonian I watched it once.
      2. region58
        region58 14 October 2017 16: 35 New
        0
        Quote: kalibr
        There must be intelligence in the head

        But after all, he had to get there initially. And if everything is already clogged with garbage there? No chance at all ...
        1. kalibr
          16 October 2017 07: 02 New
          +1
          That's right. What else to say?
      3. 3x3zsave
        3x3zsave 15 October 2017 19: 30 New
        +1
        Bravo, Vyacheslav Olegovich! "Most have polystyrene." Take the epigraph for an introductory lecture on the course of PR-technologies.
        1. kalibr
          16 October 2017 07: 03 New
          +1
          Already taken and used for a long time. It just sounds different: 80 and 20.
  4. SMP
    SMP 14 October 2017 08: 50 New
    +1
    Quote: region58
    Quote: SMP
    In fact, the purpose of the article, in my opinion, is just to find out which audience sits on this resource, somewhere like that ...

    It is unlikely ... To do this, just read the comments on various articles. Conclusions are easy to draw. In addition, there are unregistered users (which I have been for quite some time), here statistics are available only to administrators ...


    Attention! request let's see what they write in the second part.
  5. sds87
    sds87 14 October 2017 18: 23 New
    +2
    Article in a brief retelling: the Internet and social networks are leading in advertising and in the news. Television is losing its audience. Which is understandable. How many in a box do not talk about increasing income and lowering inflation, but reality shows otherwise ...
    The media ceases to believe all, but for some reason the Internet media believe more (naive children of nature).
    A lot of "water" in the article. And the information is not the first freshness: statistics are provided up to a maximum of 2013. I understand that this is only the first part, but still ...
  6. kalibr
    16 October 2017 12: 52 New
    0
    Quote: Freelancer7
    Freelancer7 Today, 09:37 ↑
    Well, even if she’s already defended the candidate’s, but this is not the final ... That assistant professor who does not dream of becoming a doctor is bad ...

    Publication on VO is not considered VAK!