This cutting-edge text brings together a diverse range of scholars and practitioners to examine how digital has become the default space for advertising – in practice, communication, and commercial process.
Providing a wide-ranging and multi-disciplinary account of a complex contemporary moment for promotional communications, Digital Advertising Evolution charts recent and profound shifts in the advertising industry’s working models and assumptions about media, audience, data, research, consumer practices, and modes of persuasive promotional communication. Innovations and new advertising formats, including programmatic ads, AI, advergames, memes, branded content, and influencers, have transformed and reframed advertising theories and practices for a new generation. Contributions examine major technological and cultural shifts in the advertising field, considering how platforms have provoked a paradigm shift in the character and conceptual framework defining advertising. This thorough analysis of the field critically explores key concepts, genres, campaigns, history, academic theories, and major actors, as well as governance, regulation, and ethics to provide a complete picture of the current state of the industry.
Written for a global readership, Digital Advertising Evolution is ideal for advanced students and researchers of digital advertising and promotional cultures. It will also be of interest to professionals seeking to reflect on the changing industry.
List of Contributors
Acknowledgements
Chapter 1: Introduction: Advertising at a juncture
Iain MacRury and Danae Manika
Part I: Key Themes, Histories and Futures
Chapter 2: Digital Advertising Histories and Futures: Approaching the 4th Industrial Revolution
Iain MacRury
Chapter 3: Augmented Reality in Advertising: Managing expectations in agency-client relationships around the use of emerging technologies
Syarifah Nurleyana Wafa, Julie Bilby, Lukas Parker
Chapter 4: The role of the archive: how solutions are arrived at in an online workscape
Helen Powell and Paul Springer
Chapter 5: Sustainable digital advertising and greenwashing
Fiona Cownie and Rutherford
Chapter 6: Hurdles to Efficient Digital Marketing
Dr. Arpita Agnihotri, Dr. Saurabh Bhattacharya, and Prof. Natalia Yannopoulou
Part II: New Forms
Chapter 7: Advergaming: Context and Definitions
Ed Vollans
Chapter 8: Online culture spaces in offline commercial places: challenging meaning and boundaries through memes and advertising
Victoria Esteves
Chapter 9: Native advertising: concepts, theory, and practice
Dr Joyce Costello and Dr Rufus Adebayo
Chapter 10: There’s an app for that! Strategic marketing in a digital era
Linda Brennan and Lukas Parker
Chapter 11: The hidden persuaders in your entertainment? A case of branded entertainment in South Korea
Hyunsun Yoon
Chapter 12: The Digital Advertising Machine: Programmatic and its vicissitudes
Iain MacRury
Part III: Audiences, Consumers and Data
Chapter 13: Engagement at first sight: Persuasive potential of interactive health campaigns and target audience factors
Jeeyun Oh and Soya Nah
Chapter 14: Too much information? Consumer attitudes to data, privacy, and digital advertising in Hong Kong and Australia
Julie Bilby and Vicky Wing Kei Ng
Chapter 15: The Power and Responsibility of AI Advertising and the Customer Journey
Kate Letheren , Hyun Seung “HS” Jin, and Gayle Kerr
Part IV: Sectors and Case Studies
Chapter 16: Identifying the forms of digital food advertising content and their effects on food well-being in the phygital age
Wided Batat
Chapter 17: The assessment of Tourism Advertising Effects: An introduction of AIDEA model
Lisheng Weng
Chapter 18: Digital Drug Marketing: Current Research and A New Agenda
Jennifer Gerard Ball, Ilwoo Ju and Yuhui Zhu
Part V: Regulating Digital Advertising and Promotional Communication
Chapter 19: Branded content, Influencers, and Generation Z: Legal strategies considered in Spain's new General Law on Audiovisual Communication
Patricia Núñez Gómez, Celia Rangel Perez, and Ainhoa Garcia Rivero
Chapter 20: Digital Advertising and EU Digital Regulation
Zihao Li
Chapter 21: Identifying digital advertising: paradoxes and problems in governance
Jonathan Hardy
Biography
Iain MacRury is Professor of Media and Communication at the University of Stirling, UK.
Danae Manika is Professor of Marketing & Business Education at Brunel Business School, Brunel University London, UK.
