Prospective analysis of the advertising sectorreality and trends
- Eva Santana-López 1
- Jordi Botey-López 1
- Nina Surinyac-Carandell 1
- Pedro Mir-Bernal 2
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1
Universitat Ramon Llull
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2
Universidad de Navarra
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- Baiget, Tomàs (coord.)
Editorial: Ediciones Profesionales de la Información S.L.
ISBN: 978-84-120239-5-4
Any de publicació: 2020
Pàgines: 343-353
Congrés: Asociación Española de Investigación de la Comunicación (AE-IC). Congreso (7. 2020. Valencia)
Tipus: Aportació congrés
Resum
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.