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The Intelligence Advertising in China: The Perspectives of Academics and Practitioners
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Digital/Online Advertising
New Technology
Abstract
Brand communication has been significantly empowered by digital intelligence. Intelligence advertising is one of the leading forces of the future of advertising. China's intelligence advertising theory and practice drives programmatic ads and computational ads to user-like smarter ads. In 2018 Intelligent Science and Advertising Development World Forum(China), intelligece advertising was defined as a consumer-centric, data-driven, technology-mediated brand communication that became a hot topic to Chinese academics and industry (ISAD, 2018). At present, intelligence advertising is arming business to the new field of emerging digital strategy and artificial intelligence. As its introduction phase in the world, the exploration of theory and practice has just begun.
The proposed special session will discuss several related issues, such as how the key drivers of intelligence advertising work? Is the inherent value and structure of the advertising industry challenged due? Is the key advertising value chain optimized by artificial intelligence? What is the criteria for distinguishing between optimized innovation and disrupting structure? Is there research progresses on productivity of artificial intelligence advertising? These questions will be discussed by five panelists including scholars and innovators. They will share theoretical models, case studies, empirical test, and perspectives on future advertising to global participants.
First & Corresponding Author
Mingyi Gu, Shanghai International Studies University
Authors in the order to be printed.
Mingyi Gu, Zhibin Jiang, Xiaodong Zheng, Xuebing Qin, Shasha Deng