Media Evolution and the Advent of Web 2.0

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Author(s): Laura F. Bright (BrightWoman.com, USA)
Copyright: 2011
Pages: 20
Source title: Handbook of Research on Digital Media and Advertising: User Generated Content Consumption
Source Author(s)/Editor(s): Matthew S. Eastin (University of Texas at Austin, USA), Terry Daugherty (The University of Akron, USA)and Neal M. Burns (University of Texas, Austin, USA)
DOI: 10.4018/978-1-60566-792-8.ch002

Keywords: Accounting and Finance / Business & Management / Business Science Reference / Marketing

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Abstract

In today’s marketplace, new technology innovations and the changing media environment offer endless opportunities to consumers: seemingly infinite amounts of information via the internet, a plethora of broadcast stations and channels, and higher functionality and control through such technologies as online content aggregators and digital video recorders. These technological changes have redefined the media landscape and thus the role of advertising in new media consumption. As interactive media markets become increasingly segmented, it is vital for advertisers to examine effective techniques for communicating with consumers via such customized and controlled channels. This chapter will examine how media has evolved over the last several decades and the impact Web 2.0 technologies are making within the interactive advertising space.

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