From Purchasing Exposure to Fostering Engagement: Brand–Consumer Experiences in the Emerging Computational Advertising Landscape

Figures & data

Figure 1. The digital ecosystem.

Table 1. From traditional advertising to the digital ecosystem.

Aspect	Traditional Advertising	Digital Ecosystem
Arenas	Clearly delimited media channels (print, out of home, TV, radio) aimed at specific moments of consumption	Integrated digital touch points, multidevice media consumption and (co-)creation More and more social processes and physical spaces digitalized (datafication), Internet of Things
Assets	Focus on paid media with carefully crafted media plans for campaigns	Computational turn to paid media Increased relevance of owned media (e.g., social media profiles, websites) and of earned media (e.g., eWOM)
Actors	Advertisers Selected set of content publishers Consumers as audiences	Advertisers Broad range of content publishers (expanded by digitalization, Web 2.0, and social media) Consumers as empowered actors (Micro-)influencers Platforms
Actions	Advertising as brand-initiated, one-way communication actions	Expanded set of brand-initiated actions (via paid, owned assets) Consumer-initiated actions Growing relevance of others’ actions, especially platforms

Figure 2. Consumer engagement behavior valuation.

Figure 3. Consumer actions in the digital ecosystem.