Web 2.0 is defined as the second stage of development of the internet meaning that its characterised especially by the change from the static web pages to dynamic or user generated content and the growth of social media. The term was invented by Darcy DiNucci in 1999 and popularised several years later by Tim O'Reilly media Web 2.0 conference in late 2004. Consequently many people have argued that Web 2.0 has significantly changed the face of advertising. The following are examples of how advertising has changed due to the reinfoced system of Web 2.0.
Firstly, Social Media Marketing. This is one of the biggest and most significant results of Web 2.0. For example, websites such as Facebook, Orkut, LinkedIn, Twitter, my space and youtube are the most top visited websites. It is because networking is one of the most essential needs in todays world. Efficient networking is backed by internet. Therefore, two thirds of the total number of internet users visit social media websites daily. It has became an addiction to many.
An additional example of advertising through social media is with the extremely utilised and popular communication media: Snapchat. There are daily updates on snapchat filters that people would put on their story or send to their friends. A particular example of an advertising filter is for the Teenage Mutant Ninja Turtle film. I remember scrolling through the snapchat filters and seeing this filter with the caption of "In the cinemas today". This is a very clear and simple way of below the line advertising, and was used by many to advertise the new upcoming film. This proves how Web 2.0 has changed advertising as the youth generation use snapchat daily so to use a popular social media to advertise increases the success and popularity of the film.
Another example includes the information search engine. Web 2.0 has this feature to help find relevant information for the keywords entered, this can advertise certain things for example just typing up the letter 'v' comes up with the option of the new upcoming film venom. This is therefore another subtle way of advertising as encourages the person using media to possibly click that option which then again is another way of advertising.
Web 2.0 also introduced the idea of online gaming, advertising through this was used by Disney when the sequel series following the tangled film ' tangled ever after' came out on Disney channel, days before the Disney channel website released a game for the tangled ever after series, which is a method of above the line advertising. Web 2.0 contributed to the change of advertising for this new production as online gaming is a specific feature of Web 2.0 and clearly did advertise the aspects of the new series through a game relating the storyline which the target audience would play.
Particular companies like amazon have specific features of Web 2.0. After looking at a product on the popular website, after accepting cookies (which again is another feature of web2.0) the product will then come up on your emails as pop ups encouraging you to buy the product and change the way of advertising in a subtle way.
To summarise, Web 2.0 has massively changed the face of advertising through below the line and above the line advertising, advertising through Web 2.0 has helped target at specific audiences and popularise the products or media that it is advertising.
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