Year: 2016
Type: article
Abstract: Advertising has traditionally used research as a way to know the consumer, test its campaigns, etc. Thus, data usage is already part of the strategic plan. However, the creative possibilities of data are yet to be fully exploited, especially those opportunities that provide personalization and immediacy. This paper analyzes data usage in advertising creativity through the case of Google’s Art, Copy & Code project and four of its campaigns. This analysis reveals many features that would add value for the user including joint use of various open web technologies and different devices, all within the framework of procedures and structures that are well-established in the advertising field.
Source: El Profesional de la Informacion
Authors: David Selva-Ruiz, Lucía Caro-Castaño
Language: Spanish
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W2485982026