Digital advertising storytelling: consumer educommunication

This is a revision of the concept of digital storytelling to get a definition from a point of view of consumer educommunication. This is how new digital advertising storytelling can modify consumer roles and behaviors. So, in this text, we do a literature revision to explain the advantages of storytelling for digital marketing, the main common mistakes in digital advertising storytelling and what should a good storytelling strategy include. Besides, we make a description about media you have to use, the demand and growth of visual content and other digital marketing Trends for next years.El presente texto es una revisión del concepto de storytelling para alcanzar una definición desde el punto de vista de la educomunicación del consumidor. Esto es: cómo el actual storytelling publicitario digital puede modificar los roles y comportamientos de los consumidores. De este modo, hacemos una revisión de la literatura para explicar las ventajas del storytelling para el marketing digital, los principales errores en el storytelling publicitario y que debería incluir una buena estrategia pensada por y para un storytelling. Asimismo, hacemos una descripción sobre los medios más adecuados para utilizar, así como la demanda y crecimiento del contenido visiaul y otras tendencias del marketing digital para los próximos años

Inefficiencies in Digital Advertising Markets

Digital advertising markets are growing and attracting increased scrutiny. This article explores four market inefficiencies that remain poorly understood: ad effect measurement, frictions between and within advertising channel members, ad blocking, and ad fraud. Although these topics are not unique to digital advertising, each manifests in unique ways in markets for digital ads. The authors identify relevant findings in the academic literature, recent developments in practice, and promising topics for future research

Personalization in Digital Advertising

Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRMThis research studies the impact a well-planned digital advertisement campaign and user-friendly online experience can have on Brands awareness and sales. As the Digital landscape evolves, so has Online Advertisement and Data collection, making it possible for Advertisers to know more about who is navigating online, where they are, and how to approach them. With the gathering of online users’ insights, brands can impact whom they want and how they want to, making their communication more relevant, therefore creating less noise and more conversation. This work aims at proving that these segmented and personalized campaigns lead to more engagement and sales than the ones that just target anybody with no defined criteria. It will also consider the opinions of online users regarding online advertisement and the fact that brands can use their navigating information to plan and implement digital campaigns. With this in mind, it would be possible to detect a relation between advertisement quality and user experience with the increase or decrease of Ad Blockers downloads, especially amongst Generation Z, that is the generation more comfortable with digital technology and will be the consumers of the future. By the end of the study we should be able to understand better the environment of actual digital advertisement and the way it can and should evolve in the future regarding all the insights we are able to collect from this research

Digital advertising effectiveness measurement

This disclosure describes techniques to measure the effectiveness of advertising campaigns. For example, the techniques can be implemented to measure brand lift generated by an advertising campaign. Advertisements are displayed to a set of users that form a treatment group and are selectively withheld from another set of users that form a control group. Offers of discounts, coupons, complementary samples, etc. are provided to both sets of users. Uptake of offers by users in the control and treatment groups is utilized to measure brand lift from the advertisements

DM Critical Digital Advertising

Critical Digital Advertising by Andrew McStay is as up-to-date as much as it can be with the ever-changing landscape in digital and new media

Manufacturing the Digital Advertising Audience

How does a new medium create its audience? This study takes the business model of commercial media as its starting point and identifies industrial audience measurement as a constitutive operation in creating the sellable asset of advertising- funded companies. The study employs a qualitative case study design to analyse how a mobile virtual network operator (MVNO) company harnesses digital behavioural records generated by computational network infrastructure to turn network subscribers into an advertising audience product. The empirical evidence is based on a three-months intensive fieldwork at the company office. The analysis reveals comprehensiveness, openness and granularity as the historically new attributes of computational data vis-à-vis traditional audience measurement arrangements. These attributes are then juxtaposed with four kinds of business analytical operations (automatic data aggregation procedures, the use of software reporting tools, organizational reporting practices and custom analyses) observed at the research site to assess how does computational media environment rule key audiencemaking practices. Finally, the implications of this analytical infrastructure are reflected upon three sets of organizational practices. The theoretical framework for the analysis is composed by critically assessing constructivist approaches (SCOT, ANT and sociomateriality) for studying technology and by discussing an approach inspired by critical realism to overcome their limitations with respect to the objectives of the study. The findings contribute toward innovating new digital services, information systems (IS) theory and the study of media audiences. The case opens up considerable complexity involved in establishing a new kind of advertising audience and, more generally, a platform business. Sending out advertisements is easy compared to demonstrating that somebody is actually receiving them. The three computational attributes both extend and provide summative validity for mid-range theorizing on how computational objects mediate organizational practices and processes. Finally, the analysis reveals an interactive nature of digital audience stemming from the direct and immediate behavioural feedback in an audiencemaking cycle

Digital Advertising and News: Who Advertises on News Sites and How Much Those Ads Are Targeted

Analyzes trends in advertising in twenty-two news operations, including shifts to digital advertising, use of consumer data to target ads, types of ads, and industries represented among advertisers by media type