Core Viewpoint - The study emphasizes the importance of new quality productivity as a driving force for economic development, particularly in the advertising industry, which plays a crucial role in stimulating economic growth and enhancing cultural soft power [2][3][5]. Group 1: New Quality Productivity in Advertising - New quality productivity consists of six pillars: responsibility persistence, digital management efficiency, innovation driving force, data insight depth, technology integration, and service optimization ability, which are essential for enhancing the competitive advantage of advertising enterprises [2][3][10]. - The "Digital Advertising Certification Trademark" project by the Shanghai Advertising Association serves as a case study to analyze the core components of new quality productivity in Chinese digital advertising companies [5][10]. Group 2: Industry Growth and Economic Impact - In 2023, the advertising industry in China generated revenue of 1,312.07 billion yuan, marking a year-on-year growth of 17.5%, and continues to hold the second-largest market share globally [5]. - The internet advertising market in China is projected to grow at a rate of 13.55% in 2024, reaching a revenue scale of 650.863 billion yuan, indicating a slight increase in growth rate compared to 2023 [5]. Group 3: Research Methodology - The research employs qualitative methods, including text analysis and in-depth interviews, focusing on the "Digital Advertising Certification Trademark" project to explore the characteristics and patterns of new quality productivity in the digital advertising sector [9][11]. - A total of 25 representative advertising companies will be interviewed over a year-long period to gather insights on the development characteristics and innovative practices within the industry [9][11]. Group 4: Key Components of New Quality Productivity - Responsibility persistence emphasizes the importance of corporate social responsibility and sustainable development in enhancing new quality productivity [13]. - Digital management efficiency focuses on the effective use of digital tools and methods to manage resources and processes, highlighting the shift from traditional to data-driven management models [14][15]. - Innovation driving force refers to the diversification of advertising formats and the personalization of content, driven by advancements in AI and digital technologies [17][18]. - Data insight depth is crucial for personalized advertising strategies, relying on big data analysis to understand consumer behavior and market trends [19]. - Technology integration involves the establishment of cross-media advertising platforms and the deep integration of advertising with e-commerce [20]. - Service optimization ability reflects a customer-centric approach, emphasizing rapid response to client needs and continuous service innovation [21][22].