prolog
Why should we talk about the future of the advertising industry now?
The Crisis of Traditional Agencies and the Rise of Technology
Part 1: The Fall of the Advertising Agency
Chapter 1.
The Birth and Heyday of the Comprehensive Advertising Agency
Agency Business Models in the Mass Media Age
The Power of the Four Major Media and Media Labs
Chapter 2.
The Digital Revolution and the Beginning of a Crack
The rise of search, social media, and influencers
The shrinking role of agencies driven by performance marketing.
Chapter 3.
The collapse of the illusion of 'comprehensiveness'
? Creative vs.
Media vs.
Separation of data
? An era where advertisers execute directly
? Case studies of restructuring at global agencies
Part 2: How AI Has Changed Advertising
Chapter 4.
Generative AI and the Advertising Creative Revolution
? Automation of copywriting, image, and video production
Redefining Human Creativity
Chapter 5.
From Data to Insights: AI Media Planning
? Media Buying Automation
Targeting Algorithms and Personalized Campaigns
Chapter 6.
Real-time AI campaign operation
AI agent that learns 24 hours a day
? Automating creative testing and A/B experiments
Part 3: The Rise of AI Agents
Chapter 7. What is an AI Agent?
? Definition of a Technology-Based Marketing Partner
What's the difference between traditional agency AEs and AI agents?
Chapter 8.
New partnerships advertisers want
Transparency, speed, efficiency
The Appeal of AI-Based Solutions from an Advertiser's Perspective
Chapter 9.
Global AI Marketing Startup Case Studies
? Jasper, Runway, Typeface, OpenAI Case Studies
Analysis of Domestic New AI Agent Companies
Part 4: The New Business Ecosystem
Chapter 10.
Restructuring the Creative Ecosystem
A coalition of freelancers, creators, and AI platforms
The potential of a "one-person agency"
Chapter 11.
The Disarming and Rebirth of Media
The changing roles of broadcasters, portals, and platforms
The Meaning of New Media Combined with AI
Chapter 12.
Reconstructing the brand-consumer relationship
Branding in the Age of Hyper-Personalization
AI campaigns where consumers directly participate
Part 5: Future Scenarios and Strategies
Chapter 13. Opportunities and Threats in the Age of AI Agents
How to survive in the advertising industry
? Technology Dependency vs.
creative initiative
Chapter 14.
The future organizational model for advertisers
Collaboration between in-house teams and AI agents
The Birth of a 'Hybrid Advertising Organization'
Epilogue
? “Agency is Dead, Agent is Alive”
The next 10 years will bring a major transformation for the advertising industry.
supplement