Exploring the Dynamics and Trends of the Advertising Industry: 2000–2024
Keywords:
Advertising, Advertising Industry, Digital AdvertisingAbstract
This study aims to explore the dynamics of the advertising industry between 2000 and 2024, and to examine the emerging trends in advertising media production in the digital era. Employing a qualitative research approach, the study adopts a documentary research methodology based on the conceptual framework proposed by Scott (1990; 2006). A total of 30 peer-reviewed and credible international academic articles were analyzed. The findings reveal that advertising content that is creatively constructed and aligned with brand values can effectively evoke emotional responses and motivational engagement among consumers. Concurrently, advertising agencies are required to shift their roles from traditional media producers to strategic technologists in order to adapt to the transformations brought about by digital media. Consumer engagement through user-generated content has emerged as a pivotal strategy in cultivating brand loyalty. The integration of advanced technologies, big data analytics, and artificial intelligence has significantly enhanced the precision of audience targeting. Moreover, advertising continues to exert a profound influence on consumer behavior and values. Looking forward, advertising in the future should not only embrace technological innovation but also strive to generate meaningful social value. Sustainable adaptation, therefore, becomes imperative in navigating the evolving digital advertising landscape.
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