Do we believe in Greek mythology of phoenix rebirth? There may be no real Phoenix in life,
but there may be such things as resurrection and regeneration. The advertising industry with
its mighty transformation in the new digital world is one of the cases of such belief.
Advertising has always intertwined with two essential pillars of the culture and media
(Brodmerkel & Carah, 2016). And when the IoTs era comes and challenges the traditional
media, there is a belief that this arrival marks the end of advertising of creative ads on analog
TV. The truth is that the industry reimagined itself on a new platform where advertising
become a cultural intermediary and invite a conversation between the brand and its proactive
digital audience. This is precisely what advertising has done over the history, changing from
sponsoring TV show to buying spots and now to create a brand platform to immerse consumer
into the culture of co-creation.
This presence can be realized thanks to the availability of big data and the pro-activeness of
advertising companies in using data analytics or specifically algorithm in spotting pattern,
sentiment values, and trend prediction. Past example is the search for what is cool from the
Pepsi Generation campaign. This search must have been the long and tiring search for the
creative team but now thanks to the algorithm, coolness is everything about what is currently
hot on the brand platform or among consumers in social media platform. The algorithm is
also used to detect the insights of information and uncover meanings as in Museum of me and
Canvas campaign, which crowned advertising the new title of techno-cultural management.
But human factors are still considered the heart of the success. The algorithm is a new magic
tool for adverting people to connect and nurture new consumer culture. (Brodmerkel & Carah,
Until now, the advent of the internet has brought a new wind to advertising industry as not
only as the production of symbolic content but more about understanding, engaging and
enabling the consumer to create the new culture. The culture, in its domains, must be
appealing not only to brands but also to its dining customers. The deployment of big data and
algorithm even bridge advertising closer to be a mix of both science and arts. (Brodmerkel &
Carah, 2016) The next task is to predict how advertising can grasp the current opportunity of
big data generated from sensory machines like Fitbit, Apple watch, Sony earphone or Alexa
that can listen, feel and even communicate as a machine of human replication. To the
mathematicians, sensory experience can all break down into algorithms (Oliver, 2018). And
what we have known so far is sensory interaction regarding smell, touch, and even mental
simulation can enhance product evaluation and consumer experience (Krishna, Cian, &
Sokolova, 2016), then the question is what else advertising can uncover and translate into its
journey of creating a new culture. Is it that the new culture of extreme, ultimate experience
that advertising is aiming at. Let the future unfold the answer of what is in the air.


I'm Piter!

Would you like to get a custom essay? How about receiving a customized one?

Check it out