THE IMPACT OF INTERACTIVE TECHNOLOGIES ON UP ADVERTISING

The impact of interactive technologies on Up Advertising

Group Activity I

By

John Baron

Michael Reese

Astrid Restrepo

University of Redlands

2022SPB Info & Knowledge Mgmt.

Professor Keri A. Then, D.B.A., M.S.

January 20th, 2022

San Diego, California

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THE IMPACT OF INTERACTIVE TECHNOLOGIES ON UP ADVERTISING

Introduction

As technology has developed, the opportunities for advertising companies to

communicate and interact with the audience have also increased and changed.

Websites, social media, video, television, and audio have all seen usage growth during

the past decade due to the more extensive portfolio of systems and products that advertising

companies are using, thus making this growth possible to achieve (Ingram, 2017).

This paper will explain how changes in modern technology and IT settings have allowed

a small advertising company (Up Advertising) to create more effective and impressive ads for its

clients. For example, the contemporary editing and content creator systems this firm uses to

make content today have allowed them to add a unique outcome to its products, engaging

viewers' attention and keeping them engaged.

Enhancements in hardware and software have been crucial to helping this firm create

different settings, characteristics, and actions that could never have been achieved eight years

ago when the company was founded. These unique attributes enable the company to fully

leverage the marketing desire of popular, trending content, making their products more appealing

to viewers.

With today’s technologies and a range of robust systems at their disposal, Up Advertising

can create and operate at the speed of their major competitors in the market, helping them

increase customer satisfaction and become more efficient. Without technology, this company

couldn’t have scaled and operated its way to many possibilities, including relationship building,

client growth, retention, and providing a better customer experience.

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THE IMPACT OF INTERACTIVE TECHNOLOGIES ON UP ADVERTISING

The impact of interactive technologies on Up Advertising

Changes in Geospatial web technologies have allowed this advertising firm to locate

potential customers within a specific geographical area without spending money and efforts in

locations where advertising isn't very much needed for the type of business concentration. When

the firm was founded, geosystems were very unusually used among small firms. As a result,

account managers were forced to establish their areas and drive around to find potential

customers. Now, with the help of this technology, account managers can see and develop

locations of interest and even reach targets online. As a result, the firm has reduced operational

costs and used these funds to invest in more technology. In five years, Up Advertising will be

able to use statistical data provided by Geospatial systems to identify the location and socio-

economical areas of interest to increase their portfolio of products and pool of clients.

The use of analytics has also helped the company track and measure their performance,

identify months of lower demand, geographic areas with more business potential, and even

which social-economical groups prefer what kind of ads. The team still uses excel to measure

and track their KPIs, but looking forward to adding a more robust, visual system to streamline

analytics in the next five years.

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References

Ingram, D. (2017, November 21). Contributions of Modern Technology Toward Enhancing

Advertising Campaign Strategies. Small Business - Chron.Com.

https://smallbusiness.chron.com/contributions-modern-technology-toward-enhancing-

advertising-campaign-strategies-3259.html

Impact of Technology on Advertising. (2021, March 22). Education Technology Insight.

https://www.educationtechnologyinsights.com/news/impact-of-technology-on-

advertising-nid-1349.html

Nichols, W. (2017, March 24). Advertising Analytics 2.0. Harvard Business Review.

https://hbr.org/2013/03/advertising-analytics-20

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Appendix A-1

Example of data consumer analysis for advertising companies

Example of a statistical model results after evaluating the effect of advertising on

consumer behavior and business results. A software analytics engine uses those models to

attribute variables, optimize the marketing mix, and guide spending allocation. Data on

consumer response and business outcomes feed back into the engine, allowing marketers to fine-

tune their cross-media spending in real-time (Nichols, 2017).