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- Title
Tendencias en formatos publicitarios en la programación televisiva.
- Authors
Rom-Rodríguez, Josep; Fondevila-Gascón, Joan-Francesc; Polo-López, Marc
- Abstract
The evolution of television is causing changes in the advertising formats incorporated into the medium. The advertising sector is immersed in a period of change in various ways, from the structural to the type of insertions to be made in the programming. Methodologically, we use the qualitative technique of Delphi, the most recommended in prospective approaches to emerging study objects, such as HbbTV (Hybrid broadcast broadband TV). It is concluded that the key factors that define the advertising sector are the digital transformation and the business model, and, after three years, personalization, automation and programmatic. As communication channels that will use advertising more, social networks rise, and as knowledge, skills and competencies that the advertising professional of the future must gather, the strategy stands out.
- Subjects
DELPHI method; SOCIAL networks; BUSINESS models; AUTOMATION; TELEVISION
- Publication
Estudios sobre el Mensaje Periodistico, 2020, Vol 26, Issue 2, p759
- ISSN
1134-1629
- Publication type
Article
- DOI
10.5209/esmp.66344