Use of data in advertising creativity: The case of Google%26apos;s Art, Copy %26 Code

作者：Selva Ruiz David; Caro Castano Lucia

来源：Profesional de la Informacion, 2016, 25(4): 642-651.

DOI：10.3145/epi.2016.jul.14

• Data
• Advertising
• Advertising creativity
• Digital communication
• Marketing
• Big data
• Open data
• Online advertising
• Personalized advertising
• Google

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.

• 出版日期2016-8