Digital Advertising

Overview

The ever-evolving nature of the digital media is quickly re-writing the rulebook of advertising and marketing. Using technological innovations and our online habits, advertisers have a variety of new promotional opportunities at their disposal that bring products and services to the public's attention. This book examines the cultural, commercial, creative and regulatory practices of advertising in these digital environments.

From viral campaigns and in-game advertising, to ...

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Overview

The ever-evolving nature of the digital media is quickly re-writing the rulebook of advertising and marketing. Using technological innovations and our online habits, advertisers have a variety of new promotional opportunities at their disposal that bring products and services to the public's attention. This book examines the cultural, commercial, creative and regulatory practices of advertising in these digital environments.

From viral campaigns and in-game advertising, to audience profiling and dataveillance, this book gives a comprehensive exploration of digital advertising. It traces the growth of digital media uses, starting with its use as fringe advertising media and moving beyond the pop-up to become a dominant global advertising media form. Taking a look at the advantages, disadvantages and ethical dilemmas of using digital media, the text encourages readers to consider their own ideas about the field. The chapters combine industry and critical perspectives alongside inspiring example material and interviews with senior figures in the international advertising industry. Analysing key theories and emergent trends in the field, Digital Advertising explains complex ideas in a truly accessible way.

Insightful, intriguing and informative, this book offers the big picture on the world of digital advertising today and looks at its possibilities for tomorrow. It is ideal reading for students of Media and Communication Studies, Advertising, Marketing and Business Studies.

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Product Details

  • ISBN-13: 9780230222410
  • Publisher: Palgrave Macmillan
  • Publication date: 12/22/2009
  • Edition description: New Edition
  • Pages: 208
  • Sales rank: 1,288,664
  • Product dimensions: 6.10 (w) x 9.20 (h) x 0.70 (d)

Meet the Author

ANDREW MCSTAY is Senior Lecturer for London College of Communication, University of the Arts London, UK. He has also published journals and texts in the areas of advertising, creativity, digital media, ethics and war reporting through new media.

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Table of Contents

List of Illustrations vii

Acknowledgement viii

Chapter 1 Introduction 1

Ubiquity, language and the everyday 2

Scholars, students and practitioners 5

Frame of reference 7

Structure of the book 8

Chapter 2 The History and Business Environment of Digital Advertising 12

Setting the scene 13

Domesticating digital 16

The growth of digital advertising 17

Online advertising spend, internet usage and consumption patterns 21

Digital agencies: trend towards conglomeration 28

Clients 32

Personalized advertising 34

Business, advertising and web 2.0 36

Convergence 41

Chapter 3 Form and Content: Beyond the Pop-up 43

Display 43

Email 46

Classified 48

Search and portals 48

Digital Video 54

Social networks 61

Virtual environments (case example "Second Life") 66

In-game advertising 77

Mobile telephony, locative and outdoor 82

Chapter 4 The Business Practice and Cultural Contours of Dataveillance 89

A history of surveillance, business and consumers 89

Dataveillance, docile bodies and reliance on Bentham's panopticon 100

Control societies and 'dividualization 102

Chapter 5 Conceiving User Approaches to Digital Advertising 109

The departure from cyberspace and the Californian ideology 111

Ubiquitous usage and the "everyday" 116

Active and interactive audiences 120

Interactive audiences and user-generated content 121

Trust 124

Drivers of concern online: contagion 127

Targeting: data aggregation and consumer perspectives 153

Chapter 6 Policy and Regulation 134

Technology and social change 134

Privacy 135

Self-regulation versus legislation in the United States 150

Online behavioural advertising:self-regulatory principles 153

Spam and data protection 163

Advertising to children: the shift to online 167

Exploiting loopholes: the case of viral 172

Chapter 7 Creativity, Science and the New Consumer 175

A brief review of the history of advertising 175

Creativity: central but poorly understood 177

Science versus romanticism 187

Interactivity 190

Creativity in web 2.0 and beyond 194

Getting creative with locative 202

Chapter 8 Conclusions, Ethics and Future Directions 205

On-demand fluidity 206

Adbusting, risk and digital advertising 209

Adbusting and web 2.0 214

Where next? 218

Notes 221

References 229

Index 267

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