Advertising in the digital age : theories & practices / Sevil Yesiloglu & Joyce Costello

Includes bibliographical references (pages [233]-285) and index.

Introduction to online advertising -- The role of co-creation in advertising -- Measuring engagement and effectiveness of online advertising -- Online harms and advertising -- Real-time advertising -- Branded content in advertising -- Exploring the boundaries of reality: A look at virtual and augmented reality -- Native advertising: balancing creativity and transparency -- Mobile-geo targeting in advertising -- Artificial intelligence in advertising -- Influencer advertising -- The role of product placement in online advertising -- The future of online advertising.

"Advertising is everywhere. Whether you realise it or not, it's there when you watch your favourite Netflix show, when you scroll through Instagram, and when you search on Google. What's more, advertisers are becoming more savvy than ever, using new technologies to target adverts to you specifically. So what are we to make of all this? This book will equip you with a thorough understanding of today's media environment and how 'online' advertising differs from traditional 'offline' models. In an age of influencers, big data, AI and social media, the world of advertising looks very different from how it did a generation ago. You will learn not only about various types of advertising, but also about its impact on viewers, from our buying habits to possible harm. Tying theory and concepts to practice, this volume is the ideal complement to courses in advertising, digital media and communication, and will enable you to form a clear picture of the reality of working across promotional media industries". -- Provided by publisher