“Exploring the Dual Landscape of Advertising Digital Advances and Traditional Strategies in Convergence”

Abstract

Advertising has evolved into a complex, multi-platform system that blends the immersive reach of traditional media with the precision and adaptability of digital technologies. Over the past decade, advertising strategies have transformed in response to rapidly advancing technology, shifting consumer expectations, and increasing media convergence. This paper presents a comprehensive analysis of the latest trends in advertising, drawing upon insights from peer-reviewed research, industry reports, and Scopus-indexed literature. The study examines both digital developments, such as artificial intelligence-driven personalization, programmatic media buying, influencer collaborations, immersive technologies, and voice-activated advertising, as well as traditional methods, including experiential marketing, print-media integration, and localized brand events. Using qualitative content analysis, the research explores how these methods are converging to create hybrid campaigns that leverage the strengths of both worlds. The findings show that while digital advertising continues to dominate in terms of targeting and measurability, traditional channels remain highly relevant due to their ability to deliver tactile, community-based brand engagement. This paper concludes by highlighting future research directions related to ethical AI, cross-cultural campaign strategies, and the long-term impacts of immersive advertising on consumer trust.