Influence of Changing Technological Landscape on Indian Advertising Industry: A case study

Abstract

The advertising industry is currently undergoing a transformation as a result of new media channels and technological innovations. This change has also brought a change in how advertising professionals look at the way the advertising is done and also at the requisite structural changes in the advertising agency. This study focuses on challenges faced by these professionals and how they are getting ready for future technology. The research has been conducted to analyze the opinions of advertising professionals through a qualitative approach primarily in India. The findings illustrate the transformation happening in the Indian advertising industry due to influence of rapidly changing technological environment.