Discuss technology (P2,M1)

Convergence is when different forms of media or technology start working together or become connected. For example, things like TV, newspapers, and the internet used to be separate, but now you can watch news videos on your phone or read print articles online. It means everything is becoming more linked, making it easier for people to access content in different ways, whenever and wherever they want.

Pre-Production poster

Storyboard

Canva can be used and it can be used in real time as can be edited through links

Moodboard

Mural can be used, it can be accessed in real time and also gives an infinite editing whiteboard.

Location recce

Cadrage can be used, cant collaborate on the app but can share it to team members.

Production poster

Post-production poster

Editing software

Adobe premier pro and you can digital collaborate through an account.

Sound design

Logic pro can be used,  there is digital collaboration but its not real time collaboration.

Vfx

Adobe after effects, you can digitally collaborate through after effcts.

Advertising and marketing

Social media marketing

Hootsuite, you can digitally collaborate which makes it a great choice for teams.

Poster and billboards

Photoshop, it supports digital collaboration but isn't collaborative through real time.

Influencer marketing

Grin, it supports digital collaboration and its really helpful for teams of influencers.

Production Technologies

One big change in advertising is the use of digital video. Today, brands don’t need huge budgets or big film crews to make something that looks professional. With decent cameras, editing software, or even a smartphone, it’s possible to create high-quality videos that can go straight online. Platforms like TikTok, YouTube, and Instagram are full of short, snappy ads made to grab attention quickly. Audiences usually access these adverts through their smartphones while scrolling on social media feeds or watching videos on apps. Most of the time, you can tap the screen to find out more or buy a product instantly, which makes advertising feel more personal and direct.

Another big change is the use of drones. Aerial shots used to mean hiring a helicopter, but now one person with a drone can capture cinematic footage. This makes it cheaper and easier to create dramatic adverts. Travel companies, car brands, and clothing labels all use drones to make their content stand out online. Audiences access this type of content mainly through social media platforms, websites, or online adverts where drone shots instantly grab attention as people scroll. Since these ads usually appear on social media or websites, people can spot something they like and click straight through to buy it. It has made the process from seeing an advert to making a purchase much faster.

Marketing

One of the biggest changes in advertising is the rise of social media marketing. Platforms like Instagram, TikTok, and Snapchat make it easy for brands to reach people directly. Instead of relying on TV or print ads, businesses can post content designed to go viral, be shared, or appear in someone’s feed based on their interests. These platforms also let companies pay to target specific groups, like teenagers in London who love streetwear. Audiences usually access these adverts by opening social media apps on their phones, where ads appear naturally between posts, stories, or videos. For the customer, it’s simple: they see an ad, tap it, and they’re on the product page or website within seconds.

Another major development is influencer marketing. Rather than a traditional advert, brands now work with online creators who already have loyal followers. Whether it’s a YouTuber, TikToker, or Instagrammer, these influencers promote products in a way that feels natural—more like a recommendation from a friend. Audiences often trust influencers, so they’re more likely to check out the product. Viewers access these promotions through influencer posts, videos, or stories while watching regular content they already enjoy. Most of the time, there’s a direct link in the caption or bio, making it easy to go from seeing a post to buying the product.

Distribution

Technology has completely changed how advertising reaches people. One big example is wireless internet. With widespread Wi-Fi and mobile data, advertisers can now send targeted ads directly to users’ devices anytime, anywhere. Social media, websites, and apps allow brands to share personalised content in real time, making it easier to reach specific audiences. Audiences access these adverts on smartphones, tablets, or laptops while browsing online, using apps, or searching the internet. This instant delivery has boosted engagement, and users can interact with ads quickly, like clicking links, watching videos, or visiting product pages, without being in one fixed place.

Another major change is the rise of streaming platforms like YouTube and Spotify. These platforms are powerful for advertising because they track users’ viewing and listening habits. Advertisers use this data to show personalised ads that are more likely to grab attention. For instance, someone watching fitness videos might see ads for workout gear or supplements. Audiences access these adverts while streaming videos or music through apps or websites, often before, during, or alongside the content they chose to watch or listen to. These platforms also make it easy for users to go from seeing an ad to buying a product through links in videos or sponsored posts. This shows how technology has made advertising distribution faster and more directly connected to purchasing.