Assignment 1 Group 6

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Lindsey Wilson College *

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5023

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Communications

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Feb 20, 2024

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Running head: CASE STUDY/WRITING ASSIGNMENT #2 1 2023 Spring S2 MSTM-5023-M2B Emerging Technologies Case Study/Writing Assignment #2 (Chapter 9 Exercise) Lindsey Wilson College Sunday, April 2, 2023 Group 6 Assignment Group Members Chandrika Boddu Sai Raghu Bore Saimanjari Gajireddy Usha Sri Rathnam

CASE STUDY/WRITING ASSIGNMENT #2 2 TV advertising dollars and Internet advertising dollars spent: The amount of money spent on TV advertising has been continually increasing since 2010, and currently stands at around $72 billion per year. This amount is split among cable networks, broadcast networks, and other outlets such as local TV stations and network owned and operated TV stations. Cable networks have the largest share of the advertising pie, with around 66% of total spending ( Fowler, et al., 2020) . Broadcast networks come in second, with around 23%. In comparison, Internet advertising dollars spent in the United States alone is estimated to be around $107 billion in 2021. This amount is split among search engine marketing, display ads, video ads, and many other categories. Search engine marketing is the highest form of Internet advertising, accounting for more than 50% of the total amount spent. Display and video ads account for around 30% and 18%, respectively. The amount of time spent watching TV versus using the Internet: According to a study conducted in 2018, the average American spends around 4 hours and 34 minutes per day watching TV. This is down from around 5 hours per day in 2010. In comparison, the average American spends around 6 hours and 43 minutes per day using the Internet. This is an increase of almost 2 hours in comparison to 2010, when the average American spent around 4 hours and 45 minutes per day on the Internet ( Hudders et al., 2019) How has Google taken advantage of this disparity? Google has taken advantage of the disparity between the amount of money spent on TV advertising and the amount of time spent on the Internet by offering its own Google AdWords

CASE STUDY/WRITING ASSIGNMENT #2 3 platform. This platform allows businesses to create and manage their own online ad campaigns, and target their ads to specific audiences based on their interests and demographics. This allows businesses to get their message across to potential customers more quickly and efficiently than traditional TV advertising. Google also provides analytics and metrics to help businesses measure the performance of their campaigns and make informed decisions about how to optimize their spending. What other major societal trends are forecasted that will continue to shift advertising dollars to new media, and why? One major trend that is forecasted to continue to shift advertising dollars to new media is the rise of social media. Social media has become an increasingly important platform for businesses to reach their target audiences, and many businesses are now investing in social media advertising. This shift is driven by the fact that social media platforms such as Facebook and Instagram have much larger user bases than traditional TV networks ( Cellini, & Chaudhary, 2020) . Additionally, social media platforms offer more accurate targeting options than TV networks, allowing businesses to reach their target audiences more efficiently. Additionally, social media platforms offer businesses the ability to track the performance of their campaigns and measure the effectiveness of their ads in real-time. This allows businesses to quickly make adjustments to their campaigns in order to maximize their return on investment. Conclusion The disparity between TV and Internet advertising dollars and the amount of time spent interacting with each medium has led to a significant shift in advertising dollars from TV to digital platforms like the Internet. Google has been a major beneficiary of this shift, offering a

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CASE STUDY/WRITING ASSIGNMENT #2 4 range of digital advertising products that allow advertisers to target specific audiences and track the effectiveness of their campaigns. As more consumers shift their attention to digital media platforms, it is likely that advertising dollars will continue to follow, with mobile devices and connected TV being major drivers of this shift.

CASE STUDY/WRITING ASSIGNMENT #2 5 References Cellini, S. R., & Chaudhary, L. (2020). Commercials for college? Advertising in higher education. The Brookings Institution . Fowler, E. F., Franz, M. M., & Ridout, T. N. (2020). The blue wave: Assessing political advertising trends and democratic advantages in 2018. PS: Political Science & Politics , 53 (1), 57-63. Hudders, L., Van Reijmersdal, E. A., & Poels, K. (2019). Digital advertising and consumer empowerment. Cyberpsychology: Journal of Psychosocial Research on Cyberspace , 13 (2).

Assignment 1 Group 6

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