HomeFEU Communication Journalvol. 8 no. 1 (2012)

Theory and Practice Meet: Convergence Theory and Online Advertising

Esther Oluwatosin Enazi Egurube

Discipline: Mass Communication, Advertising



The arrival of the Internet was met with much confusion as to its function and use in society, but over the years, it has become a stable mass medium, and has proven to be ever evolving to the extent of challenging conventional media. Convergence has made all this possible by bridging together three major senses (sight, sound, and interaction) into one. Internet penetration rates are on the rise especially in Asia with more people being accustomed to the Internet and embracing it as a way of life. Online advertisers have seen this as an avenue to tap and generate revenue by creating new ad banner formats to attract online consumers. Thus, this paper seeks to explain the online advertising world by looking at the present situation of the Internet, online advertising, and how convergence plays a role in shaping what future online Filipino consumers would be exposed to.