From Purchasing Exposure to Fostering Engagement: Brand-Consumer Experiences in the Emerging Computational Advertising Landscape

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dc.contributor.authorAraujo, Theo
dc.contributor.authorCopulsky, Jonathan R.
dc.contributor.authorHayes, Jameson L.
dc.contributor.authorKim, Su Jung
dc.contributor.authorSrivastava, Jaideep
dc.contributor.otherUniversity of Amsterdam
dc.contributor.otherNorthwestern University
dc.contributor.otherUniversity of Alabama Tuscaloosa
dc.contributor.otherUniversity of Southern California
dc.contributor.otherUniversity of Minnesota System
dc.contributor.otherUniversity of Minnesota Twin Cities
dc.date.accessioned2021-08-09T16:10:01Z
dc.date.available2021-08-09T16:10:01Z
dc.date.issued2020
dc.description.abstractOver the past 40 years, we have witnessed seismic shifts in advertising planning and buying processes. Due in no small part to the emergence of digital media, consumer choices have mushroomed, while advertisers understand much more about target audiences. Advertising activities have been drastically transformed by the possibilities that technology creates for targeting and measurement, automation of activities via programmatic advertising, and an overall computational approach in which algorithmic, data-driven decisions dominate. In this era, what does it mean to "do media planning" and to do it well? The present article argues for planning decisions to move away from simply purchasing exposure to instead focusing on fostering engagement through meaningful and sustained interactions with consumers. It provides an overview of the digital ecosystem that makes computational advertising possible, updates the notion of consumer engagement for this context, and reviews how measurement becomes more central to media planning decisions. Ethical and normative considerations and computational advertising as an adaptive learning system are discussed as crosscutting issues, followed by a proposed research agenda.en_US
dc.format.mimetypeapplication/pdf
dc.identifier.citationAraujo, T., Copulsky, J., Hayes, J., Kim, S., Srivastava, J. (2020): From Purchasing Exposure to Fostering Engagement: Brand-Consumer Experiences in the Emerging Computational Advertising Landscape. Journal of Advertising. 49(4).
dc.identifier.doi10.1080/00913367.2020.1795756
dc.identifier.orcidhttps://orcid.org/0000-0003-2025-4019
dc.identifier.orcidhttps://orcid.org/0000-0001-8571-3170
dc.identifier.orcidhttps://orcid.org/0000-0001-9385-7545
dc.identifier.orcidhttps://orcid.org/0000-0002-4633-9339
dc.identifier.urihttp://ir.ua.edu/handle/123456789/8039
dc.languageEnglish
dc.language.isoen_US
dc.publisherRoutledge
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectWORD-OF-MOUTH
dc.subjectSOCIAL MEDIA
dc.subjectCUSTOMER ENGAGEMENT
dc.subjectBIG DATA
dc.subjectPOWER
dc.subjectEXCHANGE
dc.subjectTRUST
dc.subjectCOMMITMENT
dc.subjectMARKETERS
dc.subjectEVOLUTION
dc.subjectBusiness
dc.subjectCommunication
dc.subjectBusiness & Economics
dc.titleFrom Purchasing Exposure to Fostering Engagement: Brand-Consumer Experiences in the Emerging Computational Advertising Landscapeen_US
dc.typetext
dc.typeArticle
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