Distribution and cross-media platforms

	What it is?	Strengths (pros)	Potential Problems (cons)	Examples
Viral advertising	Viral advertising is advertising that spreads like a virus.	- How fast the growth is, the advert spreads quickly.	- Viral advertising is more short-term and doesn't gain long-term advantages.	- Metro trains Melbourne dumb ways to die - November 2012. - Old spice - February 2010.
Native advertising	An advert in disguise. Where you watch something that doesn't seem like an advert, and (sometimes) you realise towards the end that it was an advert the entire time.	Native advertisements are remarkably cheaper than regular advertising; and since native advertising is more targeted, their costs are much more efficient.	- Sometimes certain people view the adverts as dishonest or deceptive. For example, people would assume native advertising as regular news reports or articles. Once consumers realise they've been tricked the end result will be unfavorable in the opinion of the product.	Sites that do native advertisements: - Youtube - Buzzfeed - Spotify - Tumblr - Twitter - Yahoo - Itunes - Flipboard
Targeted advertising	Targeted advertising is usually on online portals like facebook, using data brokers to gather data on a certain person and show specific adverts that could be of interest to them.	- The more info you have about your target audience, the more effective decisions you can make when it comes to your product/brand strategy. Creating a clearer campaign, companies will know how well your strategies are working and how your good audience is responding.	- If all adverts are based on preferences, then no one would be introduced to any new products that might have been exposed to arbitrary advertising. - Also to do targeted advertising is time-consuming especially for vast companies having to look into all the people who buy/ are interested in their product.	- Facebook - Gmail - Pinterest
Shoppables and influencers	This type of advertisement is similar to celebrity endorsement but they use famous people on social media to advertise a certain product, and influence their many followers.	- Has easy access especially if a tag is placed on a photo, with just one click you can find out more detail of the product. - Effectively reaches your target audience	- Unfortunately many influence's accounts can be hacked and any links users click on, can hack their accounts.	- Instagram introduced taggable products, a new shopping experience inside the application.