Adopted Technologies in Reducing Marketing Costs and Maximizing Returns on Investment

Adopted Technologies in Reducing Marketing Costs and Maximizing Returns on Investment
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Disruptive Technologies
The advertising industry exhibits a highly dynamic trend of preferences for market reach. Rapid change is a derivative of emerging technologies that improve the speed and efficiency of reaching the targeted market, collecting consumers’ and market data, and increasing advertisements’ attractiveness among the audience. Accordingly, the present study focuses on disruptive technologies in the advertising industry. The significant changes are in online marketing, rendering popularity and use of traditional advertising methods to reduce.
Part 1
OTT Advertising
The Over-the-Top (OTT) involves the direct delivery of advertising content to customers via video streaming platforms. Video streaming platforms are either devices such as smart televisions or software applications like Hulu and Netflix. The technology is lucrative because there is significant migration from traditional television use to online video streaming. The migration is mainly due to the high availability and decreased cost of the internet. Case in point, Statista (2021) informs that about one hundred and fifty million Americans are video streaming channel subscribers. The ease of accessing preferred entertainment through devices like Amazon Fire TV and Apple TV is continuously disrupting television advertising. Moreover, increased access to and reduced price of personal devices with internet access such as laptops, smartphones, and tablets encourage people to prefer audio-visual entertainment and information content from Roku, YouTube, and Netflix. Coherently, there are more online viewers than those who watch traditional television programs. In support of the supposition, Statista (2021) reports that Netflix is the most viewed platform in the United States, with more than one hundred and eighty-two million subscribers. Therefore, the benefit of OTT advertising is that it avails advertisements directly to clients on platforms that are considered relevant and most viewed in today’s world. However, persons with limited access to the internet and low tech know-how, such as the elderly, limit the effectiveness of the OTT advertising technology to become the preferred marketing approach for all population segments. The disruption affects the elderly the most since there is an increasing trend among companies to inform about their products through OTT advertising rather than the traditional methods.
Online Gaming
Online gaming technology refers to innovations that provide live gaming streams. Examples of online gaming technologies include Amazon Twitch, Fortnite, Roblox, and Discord. The platforms enable people to form online communities, engage in video game competitions, and improve their gaming skills. As a result, technology is a lucrative venture for advertising to younger generations. Notably, preferences for entertainment change from one generation to another. As a result, Generation Z’s increasing presence and purchasing power in the marketplace call for the use of platforms that attract the most of thei...