Advertising industry response to the digital era

Julie Bilby, Lukas Parker

Research output: Chapter in Book or Report/Conference proceedingConference Proceedingpeer-review


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?
Original languageEnglish
Title of host publicationAustralia and New Zealand Marketing Association Conference (ANZMAC)
Place of PublicationMelbourne, Australia
Number of pages1
Publication statusPublished - 4 Dec 2017


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