What is it about?

In digital environments, consumers increasingly expect to be in control. Thus, they are not interested in being exposed to advertising that has no value for them. How can advertisers deal with this? Our solution is to suggest that advertising becomes more service-like, so that it supports the consumers in what they themselves want to achieve. In the paper we present an approach to digital selling and advertising rooted in service thinking. This means that we present digital media use as a series of interactions between consumer and digital media content, where advertising (and points of purchase) serve as only one one type of media content among others. Thus, advertising needs to support the consumer's underlying digital media journey.

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Why is it important?

By combining service thinking and advertising, we provide a unique perspective on advertising in digital media. We believe that this approach is increasingly needed in practice. As digital media becomes more sophisticated, consumers start expecting ever smoother media journeys. Thus, advertisers need to understand in detail what consumers are doing and what they find valuable at different points in time. Moreover, we provide tools for understanding the disruption of digital media journeys by means of "contextual jumps".


Consumers are getting increasingly sensitive to unwanted digital advertisment. This paper suggests that the remedy for this is to make advertising increasingly sensitive to the user's own context and processes. This publication connects the areas of digital advertising with service marketing, applying ideas from the latter to the former. The main conclusions of the paper is that digital advertisements need to fit into the customer's personal journey and value creating process.

Dr. Jacob Mickelsson
Abo Akademi

Read the Original

This page is a summary of: Digital advertising as service: introducing contextually embedded selling, Journal of Services Marketing, June 2019, Emerald,
DOI: 10.1108/jsm-01-2018-0043.
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