Advertising industry response to the digital era

This cross-national study compares responses from the Australian advertising industry with those from advertising practitioners in emerging and evolving markets, such as China, to determine whether – and how - the global advertising industry is changing in response to the digital era. Drawing on a series of depth interviews with advertising professionals in Australia and China, the research examines what digital communication and data mean to contemporary advertising practice. In particular, it compares the impact of digital on Australia’s established advertising industry and the relatively new industry in China, which appears to have evolved around digitisation as a matter of course. The study responds to the question of whether digital merely represents another channel to add to a media portfolio or whether, as some have suggested, it represents a seismic shift in the way advertising is understood and implemented?