Tendencias en formatos publicitarios en la programación televisiva

Translated title of the contribution: Trends in advertising formats in television programming

Research output: Indexed journal article Articlepeer-review

1 Citation (Scopus)

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.

Translated title of the contributionTrends in advertising formats in television programming
Original languageSpanish
Pages (from-to)759-771
Number of pages13
JournalEstudios Sobre el Mensaje Periodistico
Volume26
Issue number2
DOIs
Publication statusPublished - 2020

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