Pages: 20

The introduction, by the editors, Iain MacRury and Danae Manika, highlights recent technological, socio-cultural, and economic factors ushering in changes in digital advertising, from the rise of programmatic media processing to the launch of AI creative agencies. It explores the convergence of digital media-marketing genres and the concept of “liquid” advertising, while discussing ongoing issues of power, responsibility, ethics, representation, audience engagement, and regulation. They present the book’s structure, organised into five parts, supporting a comprehensive analysis of digital advertising’s history, innovations, audience dynamics, sectoral variations, and regulatory challenges. This introduction to Digital Advertising Evolution invites students, researchers, and professionals to explore the book and to better understanding the dynamic field of digital advertising. It shows how the volume, featuring 30 contributing authors, helps examine transformative shifts in advertising and promotional communication, influenced by AI, new digital ad formats, platform-centric media marketing, and the Internet of Things (IoT). The collection addresses the impact of accelerated consumer-cultural changes, e-commerce, and socio-economic inequalities amidst global economic turmoil and climate challenges. It also considers AI’s growing role in digital media and the domestication of AI-led communications.

Pages: 73

No chapter abstract available.

Pages: 17

Chapter2, authored by Iain MacRury, explores the future of digital advertising within the context of the Fourth Industrial Revolution (4IR). The chapter situates digital advertising amidst the rapid, transformative changes driven by “Industry 4.0”, such as AI, the Internet of Things (IoT), and material-digital integrations. MacRury provides a historical overview, linking digital advertising to the first three industrial revolutions and illustrating how technological innovations have consistently disrupted production, provision, and consumption. These disruptions have led to significant shifts in advertising practices. By offering a “bird’s eye view” of advertising’s evolving role through these revolutionary phases, the chapter introduces contemporary and future advertising technologies. MacRury sets the stage for the more focused explorations of digital advertising in later sections, emphasising the value of understanding current developments within a broad historical framework.

Pages: 12

Chapter 3, by Syarifah Nurleyana Wafa, Julie Bilby, and Lukas Parker, focuses on augmented reality (AR) in advertising through detailed empirical research. What does innovating look like in agencies? The chapter examines the complexities of managing expectations within agency-client relationships as emerging technologies, such as AR, influence campaign development. The authors provide a valuable typology of AR applications, highlighting both the current state and future directions of AR in advertising. Their analysis examines the critical dynamics of agency-client relationships, emphasising the adoption and integration of advanced technologies in creative campaigns. The chapter explores how the industry navigates these disruptions while maintaining the delicate balance in agency-client partnerships. Wafa, Bilby, and Parker also offer theoretical insights into the decision-making processes of incorporating innovative technologies in brand communications, considering factors like risk appetite, confidence levels, knowledge, power, and expertise. The chapter serves as a reflective point on how disruptive digital technologies impact the dynamics within advertising organisations. It details how agencies and clients position themselves amidst innovation cycles and digital-tech trends, aiming for effective marketing and creative distinction.

Pages: 13

Chapter 4, by Helen Powell and Paul Springer, examines the interplay between creativity and the evolving digital landscape in advertising, focusing on archival transformation. The chapter highlights how memory and archiving, often overlooked in agency work, play a crucial role in creativity. Drawing on archives like the UK’s History of Advertising Trust and the US-based Hartman Center, Powell and Springer explore how digitalisation transforms ephemeral ad formats into accessible points of retrospection and inspiration. This approach moves beyond binary historical narratives, integrating past advertising into contemporary contexts and revealing its nostalgic and practical value, such as supporting dementia care. The chapter also considers the motivations behind creating and structuring archives, especially in response to regulatory demands following data scandals like Cambridge Analytica. Powell and Springer address the complexities of disinformation, transparency, and accountability in digital spaces. They argue that digital curation serves purposes beyond historical documentation, acting as a living archive that continuously reshapes creative and cultural practices. With tools like Chat GPT and Midjourney, the relevance of archives in shaping creativity is emphasised, marking a shift towards machinic forms of (re-)generative retrospection.

Pages: 17

Chapter 5, by Cownie and Rutherford, examines the complex relationship between digital advertising and sustainability. Drawing on focused research, the authors address the broader implications of digital advertising practices within global environmental contexts. They highlight the paradoxical role of advertising, which promotes overconsumption while also holding potential for fostering sustainability awareness and action. The chapter scrutinises corporate social responsibility initiatives and investment strategies aimed at systemic change. A key theme is digital literacy, emphasising the need for advertising practices to align with Sustainable Development Goals. The authors discuss the risks of greenwashing, a form of disinformation prevalent in digital advertising, exacerbated by the short-term focus of many digital platforms. They advocate for the “triple bottom line” approach, underscoring the persuasive power of digital advertising as an ally to sustainability. Practical suggestions for integrating sustainability into advertising practices are provided, alongside insights from the European Association of Communication Agencies and the Conscious Advertising Network. The chapter also highlights the importance of embedding sustainability in advertising education for future generations.

Pages: 12

Chapter 6, by Arpita Agnihotri, Saurabh Bhattacharya, and Natalia Yannopoulou, details the hurdles advertisers face in optimising digital campaigns. While digital advertising has grown and refined, recent audience adaptations have undermined its efficiency. The chapter discusses issues like ad blocking, ad fraud, and the challenges in measuring advertising effectiveness in digital systems. Highlighting new processes that sometimes displace rather than solve problems, the authors explore the dynamics for consumers and publishers related to ad blocking, using examples like the Brave browser that incentivises high-quality consumer attention. The chapter also examines various forms of ad fraud through the lens of principal-agent theory, identifying emerging issues. Additionally, it provides an overview of innovative approaches to measuring digital advertising effectiveness, addressing the associated challenges. Agnihotri, Bhattacharya, and Yannopoulou offer grounded insights into the practical difficulties advertisers face in rigorously reviewing and understanding their digital campaigns’ performance.

Pages: 90

No chapter abstract available.

Pages: 11

Chapter 7, by Ed Vollans, explores the rapidly evolving sector of advergaming, which merges gaming with marketing. This innovation is gaining momentum as a significant field for investment and development in the contemporary media-cultural landscape. Advergaming enhances interactions with virtual environments and gamified structures across various experiences, from leisure to work. Vollans examines advergaming’s role within branded content, questioning whether in-game advertising disrupts or complements the gaming experience. This ambiguity raises critical considerations about ad integration in games and its alignment with virtual realism. The chapter traces advergaming’s historical roots, distinguishing it from traditional advertising due to its interactive nature. Vollans discusses “procedural rhetoric”-how games influence players’ beliefs through interaction rather than narrative. This expands the concept of digital persuasion and highlights the importance of user experience design in gamified advertising. Vollans argues that understanding the value of gaming and evolving critical theories can lead to a nuanced critique of digital advertising’s practices and impacts.

Pages: 13

Chapter 8, by Victoria Esteves, analyses the integration of digital culture and advertising through memes. Esteves examines the role of memes in bridging online and offline promotional content, highlighting challenges in decoding meme-based advertising due to generational differences in digital literacy. The chapter discusses legal and intellectual property issues surrounding meme usage, referencing resources like Know Your Meme. Esteves’s work challenges traditional advertising definitions and underscores the hurdles brands and audiences face in fast-moving, culturally diverse spaces. The analysis emphasises the ongoing dialogue between commercial efforts and organic cultural values, especially when engaging with digitally diverse audiences.

Pages: 13

In Chapter 9, Joyce Costello and Rufus Adebayo look at native advertising through small-scale autoethnographic and conceptual accounts. The chapter addresses the blurred lines between digital promotional genres and their impact on fields like journalism. Costello and Adebayo emphasise the importance of recognising native advertising’s unique traits and its implications for persuasion politics and vulnerable groups. They discuss regulatory challenges in differentiating native from traditional display advertising, highlighting its growth and regulatory attention in Europe and the USA. The chapter also examines “content recommendations” as a hybrid form of digital word-of-mouth and includes a rare analysis of Welsh language advertising.

Pages: 12

Chapter 10, from Brennan and Parker, addresses the challenges digital marketers face in engaging with mobile and app-based advertising. They critique the shift from product-centric to market-oriented design, examining the unique contributions of mobile platforms and technologies. The chapter highlights the role of AI in enhancing advertising delivery through apps. Mobile advertising stands out for its transformative impact, providing remarkable precision and utility. The authors discuss the tension between user experience and the disruptive nature of mobile ad formats, noting the concept of “phygital” spaces. They also address the skills gap among advertising creatives in deploying mobile technologies effectively. The chapter provides a comprehensive classification of mobile advertising types, broadening the understanding of the evolving digital advertising landscape. They emphasise the need for a strategic overview in advertising, rather than hyper-targeted individuation of consumers. This analysis underscores the complexity of integrating advertising strategies in novel technological spaces and the fragmentation of media experiences.

Pages: 16

In Chapter 11, Hyunsun Yoon explores the dynamic expansion of digital advertising, focusing on the emergence of “branded entertainment”. Through a detailed case analysis of South Korea, Yoon draws parallels to Vance Packard’s influential work, “The Hidden Persuaders”, positing that branded content in entertainment introduces modern subliminal messaging. This persuasive force lies in subtle, undisclosed digital-commercial messaging rather than unconscious depths. Yoon’s discussion focuses on Korea’s sophisticated digital advertising landscape, showcasing practices linked to branded entertainment. The chapter provides insights into new advertising forms in financial services, K-pop, and extreme sports, resonating with Korea’s growing cultural influence worldwide. Yoon also sets the stage for further discussions on data privacy laws and platform regulation in Korea, enriching our understanding of the nuanced relationship between digital advertising, cultural dissemination, and regulatory frameworks.

Pages: 23

Chapter 12, by Iain MacRury, examines the pivotal shift to programmatic advertising, which drives the integration of digital platforms, media content, and audiences. This chapter defines and contextualises programmatic advertising, tracing its recent development and impact on the digital advertising ecosystem. While programmatic advertising brings significant efficiencies in distribution, circulation, and transactional processes, it also presents challenges. Notably, it disrupts media owners and publishers by compromising quality provision in cultural-journalistic content and introducing a dominant quantitative bias. MacRury highlights concerns about disinformation, brand safety, and advertising fraud. The chapter discusses forthcoming legislation aimed at limiting third-party cookies, impacting programmatic advertising’s dynamics and development. It weighs the short-term efficiencies against potential disruptions in media and cultural provision, sectors traditionally balanced within a commercialised media ecosystem. This balance is further threatened by the rise of AI-led creative programmatic advertising.

Pages: 43

No chapter abstract available.

Pages: 11

Chapter 13, by Jeeyun Oh and Soya Nah, explores the datafication of consumers and audiences through programmatic advertising, highlighting its impact on various sectors and key advertising issues such as effectiveness and measurement. The authors discuss the shift from traditional broadcast models to interactive formats within digital advertising, particularly in health promotion. They examine the use of tools like chatbots, virtual reality (VR), and augmented reality (AR) to enhance public health campaigns, proposing these technologies foster psychological connectivity beneficial to health promotion. The chapter classifies modes of interactivity, including VR, AR, mobile apps, and games, showcasing their application in health advertising. Increased engagement and stronger emotional reactions are noted in health ads incorporating these features, linking persuasiveness to the level of interaction. Oh and Nah provide recommendations for advertisers, suggesting interactive features can help health campaigners better engage target audiences. This chapter significantly contributes to understanding digital advertising’s evolving landscape and potential benefits.

Pages: 17

Chapter 14, by Julie Bilby and Vicky Ng, addresses the crucial challenge of data privacy within digital and data-centric advertising. The chapter presents empirical evidence from a transnational study focusing on consumer perceptions of data privacy in digital advertising, comparing Hong Kong and Australia. It explores ancillary issues like brand safety, surveillance, and personalisation, alongside broader themes such as the “privacy paradox”. Bilby and Ng’s comparative analysis reveals diverse conceptualisations of privacy among consumers and within different regulatory frameworks. Their findings highlight how data concerns manifest in behaviours like ad blocker usage and shifts towards subscription-based content. The chapter underscores the real-world implications of digital advertising, including risks like fraud, identity theft, and fake news. It points out the gap between consumer awareness of these risks and their actual online behaviours. Bilby and Ng advocate for more engaging, entertaining, and responsibly managed digital advertising to address consumer anxieties and enhance the digital ecosystem.

Pages: 13

Chapter 15, by Kate Letheren, Hyun Seung “HS” Jin, and Gayle Kerr, explores the pivotal role of artificial intelligence (AI) in reshaping digital advertising, focusing on AI’s influence on advertising power and consumer responsibilities. The chapter raises essential questions about regulation, ethics, and the need for diligent oversight. It highlights how AI is reshaping the consumer journey through automation, personalisation, interactive commerce, and advanced analytics, positioning digital advertising within broader consumer engagement and market provision contexts. Kerr analyses current trends and anticipates future developments, particularly in the Internet of Things (IoT). The chapter discusses the convergence of automotive technology with advertising and examines AI’s potential to enhance the consumer experience by mitigating friction points. It links programmatic advertising to retail and “shopability”, highlighting AI-supported cohort marketing. Despite AI’s benefits, Kerr warns of significant risks like privacy breaches and algorithmic bias. The chapter concludes by outlining key research directions and urging a proactive approach to AI in digital advertising.

Pages: 40

No chapter abstract available.

Pages: 13

Chapter 16, by Wided Batat, examines the transformation of digital advertising in the food sector. Batat explores the “phygital” age, highlighting the convergence of digital and traditional advertising practices. The chapter delves into the complex interplay between advertising and broader aspects of consumption, including cooking, emotional experiences, well-being, and cultural dimensions. It discusses the rise of influencer advertising and the use of hashtags like #organic, #healthy, and #vegan. Batat presents valuable typologies of storytelling, narrative, and semiotic techniques in food advertising, connecting these to food and gaming. The chapter raises questions about regulation and the evolution of advertising analysis in response to the diversification of digital advertising formats.

Pages: 11

Chapter 17, by Lisheng Weng, updates established discussions on measuring advertising campaign effectiveness, focusing on tourism advertising. Weng proposes adaptations to the traditional AIDA model (Attention, Interest, Desire, Action), introducing a hierarchy of variables: attention, interest, valuation, perceived usefulness, and perceived credibility. The chapter emphasises the importance of attention in consumer engagement, particularly relevant to tourism advertising. Weng discusses the implications of VR and similar technologies on traditional engagement models, highlighting the need for reconceptualising advertising effectiveness approaches to account for immersive experiences that enhance consumer interaction.

Pages: 14

Chapter 18, by Jennifer Gerard Ball, Ilwoo Ju, and Yuhui Zhu, explores digital advertising in the highly regulated pharmaceutical sector. The chapter highlights how digital technologies have transformed media consumption, consumer behaviours, and health management practices in pharmaceutical advertising. The authors examine regional differences in regulatory approaches, contrasting the UK’s conservative stance with the more liberal policies in New Zealand and the US, where direct-to-consumer pharmaceutical advertising is prevalent. The chapter discusses the explosive growth of digital drug advertising on platforms like Facebook and YouTube, extending to influencer marketing. It connects advertising theories with regulatory frameworks, highlighting the need to re-evaluate norms to address unique risks and trust issues in pharmaceutical advertising. The authors emphasise cautious management of digital disruptions, especially with new formats like podcasts and branded content. They underscore the importance of distinguishing authoritative sources in pharmaceutical communications and advocate for adaptive regulatory frameworks to keep pace with evolving digital marketing strategies.

Pages: 42

No chapter abstract available.

Pages: 11

Chapter 19, by Patricia Nez Gmez, Celia Rangel Perez, and Ainhoa Garcia Rivero, focuses on influencers and Generation Z, linking significant shifts in the digital advertising landscape: the rise of new marketing formats, attention to “millennials”, and the regulatory environment necessitated by young people’s migration to innovative media forms. The chapter, focusing on Spain within the EU context, highlights evolving legal frameworks for managing interactions between influencers, clients, audiences, and stakeholders, with emphasis on protecting young people in the digital space. The chapter examines the influence of video-on-demand services and influencer-led content among young people, discussing the regulatory challenges presented by new digital platforms, especially video sharing and online services. It addresses issues beyond traditional concerns, such as alcohol advertising, extending to misinformation and potential harms on these platforms. The authors stress the difficulty of applying national regulatory frameworks in a globally dominated media landscape and the ongoing challenges in regulating digital advertising across jurisdictions.

Pages: 11

Chapter 20, by Zihao Li, provides an in-depth analysis of the legal landscapes influencing digital advertising across the European Union. The chapter focuses on the rights and responsibilities of advertisers and audience members, linking general legal principles to specific practices within digital advertising. It highlights the implications of automated decision-making and artificial intelligence on consumer data rights. Li raises concerns about the adequacy of legal protections against invasive practices, pointing out significant loopholes despite formal frameworks aimed at ensuring privacy and good governance. Li introduces the concept of “dark pattern design”, explaining how certain online terms obscure users’ rights, making them practically inaccessible. These observations support critiques of digital advertising and the contractual conditions of online services. From a legal standpoint, consumers often find themselves at a disadvantage, underscoring the challenges in programmatic advertising where transaction transparency and fairness are difficult to clarify in law.

Pages: 18

In the final chapter, Jonathan Hardy addresses two significant challenges in digital advertising. The first challenge is the difficulty in clearly identifying advertisements amid diverse digital forms, complicating differentiation from surrounding media content. The second challenge highlights non-compliance despite increased regulatory efforts to enforce native advertising and influencer identification. Hardy discusses the paradox of public adherence to regulatory standards versus mounting non-compliance, with branded content, native advertising, and influencer marketing contributing to this issue. The chapter provides a historical overview of global regulatory developments, emphasising that while technologies evolve, fundamental ethical and regulatory principles remain crucial. Hardy critiques the hybridisation and occasional disguise of digital advertising, stressing the need for sophisticated governance approaches. The chapter proposes a typology of governance subtypes and questions the adequacy of existing rules to govern digital advertising in the 21st century, advocating for new or revised regulations. Hardy concludes by emphasising the need for ongoing dialogue, critique, and adaptive regulation to reconnect digital advertising with broader social and cultural purposes, urging scholars, students, and practitioners to engage with these evolving issues.