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Broadband - Grabbing Our Attention

You know what it’s like, when a new Hollywood blockbuster is due for release; promotional material is all around you. From posters to printouts and official websites, you usually end up wanting to go see the film before you’ve even seen the official trailers thanks to the sheer amount of pre-release advertising.

Indeed, all forms of media are usually the subject of film and television promotions. Anything from randomly distributed flyers, to websites with many secrets to find and promotional e-mails are used to draw us into the film and make us curious to see it. With the majority of us now having access to a broadband connection, advertisers are now increasingly tapping into the digital world in order to bring their productions to our attention.

With more of us now logging on to social networking websites, you’ll most likely come across a banner or interactive game based on the production whilst checking up on your mates. Rollover banners are a favourite for catching the attentions of curious broadband users, and clicking through such adverts will usually take you to the film’s official website or a spin-off site dedicated to a particular feature of the production – such as mini-games in the case of sports movies.

Indeed, the sports industry also makes use of such guerrilla marketing techniques – with breweries making use of animated mini-games in order to ring in the new season, and football clubs making use of clients which will broadcast up-to-the-minute match reports and the latest news from your club directly to your desktop – usually through an animated figure, such as the team manager or star player.

Broadband providers will also make use of such advertising techniques in order to raise awareness of their services. Previous campaigns used to involve receiving a CD with a free trial of their services on it, now it appears to be collaborations with mobile phone providers in the advent of mobile internet. Nowadays, these services are usually brought to our attention by television advertising – usually with a free gift thrown in - and as more of us have access to cheap broadband in the first place, these adverts can be useful for those who are looking for a better tariff.

And as the popularity of mobile broadband increases, many users may also be subjected to promotional text messages or exclusive downloadable content for an upcoming film. Many promotions will advertise a number to text a word to, and in return you get some related content – such as a game or a promotional offer. These kind of marketing techniques have become part and parcel of the film industry, and as technology advances, who knows in what form we could be receiving adverts in future?

By: D Collins

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