The evolution of digital advertising has transformed passive promotion into an interactive branding experience. In the early days, banner ads and static content ruled the internet. But as mobile devices, social platforms, and AI personalization tools advanced, advertising shifted to storytelling, engagement, and real-time feedback. Garganas (2024) highlights how video ads have moved beyond TV-style broadcasts, incorporating clickable features, audience targeting, and cross-platform strategies.
Meanwhile, influencer marketing has risen as a key tactic. Research from Kim and Li (2024) shows that influencers significantly boost brand awareness during launches. Huang and Zainol (2025) emphasize the importance of tailoring content to platform-specific mechanics—what works on TikTok may not resonate on YouTube. Today’s digital advertising landscape requires an agile, audience-centered approach where personal brand equity—measured by visibility, credibility, and connection (Szántó et al., 2025)—is built through consistent, authentic, and strategic content.
References
Garganas, O. (2024). Digital video advertising: Breakthrough or extension of TV advertising in the new digital media landscape? Journalism and Media, 5(2), 749–765. https://doi.org/10.3390/journalmedia5020049
Huang, A., & Zainol, Z. (2025). The impact of short video platform characteristics on marketing effectiveness: A bibliographic review and future research directions. International Journal of Global Economics and Management, 6(1). https://wepub.org/index.php/IJGEM/article/view/5189
Kim, S., & Li, H. (2024). The impact of influencers on brand social network growth during new product launch events. Journal of Business
Research, 168, 115123. https://doi.org/10.1016/j.jbusres.2024.115123
Szántó, P., Papp‑Váry, Á., & Radácsi, L. (2025). Research gap in personal branding: Understanding and quantifying personal branding by developing a standardized framework for personal brand equity measurement. Administrative Sciences, 15(4), 148. https://doi.org/10.3390/admsci15040148
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