Prospective analysis of the advertising sectorreality and trends

  1. Eva Santana-López 1
  2. Jordi Botey-López 1
  3. Nina Surinyac-Carandell 1
  4. Pedro Mir-Bernal 2
  1. 1 Universitat Ramon Llull
    info

    Universitat Ramon Llull

    Barcelona, España

    ROR https://ror.org/04p9k2z50

  2. 2 Universidad de Navarra
    info

    Universidad de Navarra

    Pamplona, España

    ROR https://ror.org/02rxc7m23

Libro:
Comunicación y diversidad. Selección de comunicaciones del VII Congreso Internacional de la Asociación Española de Investigación de la Comunicación
  1. Baiget, Tomàs (coord.)

Editorial: Ediciones Profesionales de la Información S.L.

ISBN: 978-84-120239-5-4

Año de publicación: 2020

Páginas: 343-353

Congreso: Asociación Española de Investigación de la Comunicación (AE-IC). Congreso (7. 2020. Valencia)

Tipo: Aportación congreso

DIALNET GOOGLE SCHOLAR

Resumen

The advertising sector is immersed in a period of change in various ways, from a structural level to the type of insertions to be made in the media. Methodologically, the qualitative Delphi technique is applied herein, being the most recommended prospective approach for such emerging research topics. It is concluded that the key factors that define the advertising sector are digital transformation and the business model, to include three years from now, personalization, automation, and programming. Social networks are rising to become the communication channel that most uses advertising, and strategy stands out among the knowledge, skills, and competences that the advertising professional must obtain in the future.

Fuente de los datos: Dialnet