Smart Advertising: Innovación y disrupción tecnológica asociadas a la IA en el ecosistema publicitario

Inmaculada José . Martínez Martínez; Juan Miguel Aguado; Paloma del Henar  Sánchez Cobarro

doi:10.4185/10.4185/RLCS-2022-1693

Authors

Inmaculada José . Martínez Martínez University of Murcia http://orcid.org/0000-0002-8922-3299
Juan Miguel Aguado Universidad de Murcia http://orcid.org/0000-0002-8922-3299
Paloma del Henar Sánchez Cobarro Universidad de Murcia http://orcid.org/0000-0002-4018-6271

DOI:

https://doi.org/10.4185/10.4185/RLCS-2022-1693

Keywords:

artificial intelligence, advertising, programmatic, creativity, automation, deep fake, big data

Abstract

Introduction: The impact of artificial intelligence (AI) in media industries has received increasing attention in recent years. Research literature in this regard has focused on content production and distribution sectors, leaving advertising in a discreet background. This article aims to take the study of AI and advertising to the forefront, identifying the scope of current research on the subject and offering a map of the research trends, drawing them as a key vector of technology-based innovation in the media ecosystem. Methodology: In order to do so, a qualitative scoping review of the current research literature on AI and advertising has been developed, completed by the contribution of professional reports from the sector. Results and discussion: The existing literature points to the efficiency in large unstructured data sets processing, predictive / prescriptive analysis, natural language recognition and image recognition, as automation as the main AI innovation vectors. The disruptive impact of AI affects all phases of the advertising process: market research and analysis, creativity, media planning and buying, and effectiveness evaluation. Conclusions: Research tends to perpetuate the traditional structure of the advertising process and obviates the ecosystem dimension of innovation, which transforms actors and their relationships.

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Author Biographies

Inmaculada José . Martínez Martínez, University of Murcia

Ph.D. in Information Sciences (Advertising) from the Universidad Complutense de Madrid and MA in Marketing from the Know How Business School. She is a full professor of Advertising Business at the Faculty of Communication and Documentation of the Universidad de Murcia. She recently published ‘El impacto de la tecnología digital en el sector publicitario’ (2019). She is co-director of the Mobile Media Research Lab since 2014 and has been chief researcher of the R&D project "MOB AD: Impacto de la tecnología móvil en la comunicación estratégica y publicitaria" (19451/PI/14) and is currently participating in the R&D project INNOVACOM: Ecosistemas de innovación en las industrias de la comunicación: Actores, tecnologías y configuraciones para la generación de innovación en contenido y comunicación (PID2020-114007RB-I00).

inmartin@um.es

Índice H: 19

Orcid ID: http://orcid.org/0000-0003-3807-1325

Google Scholar: https://scholar.google.es/citations?user=hTWUPqcAAAAJ&hl=es

ResearchGate: https://www.researchgate.net/profile/Inmaculada-Martinez-2

Scopus ID: 35912729600

Juan Miguel Aguado, Universidad de Murcia

Ph.D. in Information Sciences and Postgraduate in Social Research from the Polish Academy of Sciences (Warsaw). Professor of Communication Theory at the Faculty of Communication and Documentation of the Universidad de Murcia, his recent publications include: ‘El impacto de la tecnología digital en el sector publicitario’ (2019) and ‘Mediaciones Ubicuas: Ecosistema móvil, gestión de identidad y nuevo espacio público’ (2020). He is co-director and founder of the Mobile Media Research Lab since 2014. He is currently CR of the R&D project INNOVACOM: Ecosistemas de innovación en las industrias de la comunicación: Actores, tecnologías y configuraciones para la generación de innovación en contenido y comunicación (PID2020- 114007RB-I00).

jmaguado@um.es
Índice H: 23
Orcid ID: http://orcid.org/0000-0002-8922-3299

Google Scholar: https://scholar.google.es/citations?hl=es&user=X9vZoBEAAAAJ

ResearchGate: https://www.researchgate.net/profile/Juan-Aguado-9

Scopus ID: 13410977200

Paloma del Henar Sánchez Cobarro, Universidad de Murcia

She is a professor at the Faculty of Communication and Documentation at the Universidad de Murcia. She holds a Ph.D. in Communication Sciences. She has a degree in Advertising and Public Relations and a degree in Journalism. She is a communication consultant in public and private organizations. She has published articles in scientific journals in the field of communication and specialized book chapters on corporate communication and organizational strategy. She has participated in several competitive R+D+I projects both at the national and regional levels. She is currently part of the team of the R&D project INNOVACOM: Ecosistemas de innovación en las industrias de la comunicación: Actores, tecnologías y configuraciones para la generación de innovación en contenido y comunicación (PID2020-114007RB-I00). Her main lines of research are research trends in communication, development of professional skills, and strategic communication.

palomahenar.sanchez@um.es

Índice H: 7

Orcid ID: https://orcid.org/ 0000-0002-4018-6271

Google Scholar: https://scholar.google.es/citations?user=HHFUBPkAAAAJ&hl=es

ResearchGate: https://www.researchgate.net/profile/Paloma-Sanchez-Cobarro

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