Prospective analysis of the advertising sector: reality and trends

• Eva Santana-López ^[1] ; Jordi Botey-López ^[1] ; Nina Surinyac-Carandell ^[1] ; Pedro Mir-Bernal ^[2]
  1. [1] Universitat Ramon Llull

     Universitat Ramon Llull

     Barcelona, España

     
  2. [2] Universidad de Navarra

     Universidad de Navarra

     Pamplona, España

     
• Localización: Comunicación y diversidad. Selección de comunicaciones del VII Congreso Internacional de la Asociación Española de Investigación de la Comunicación / coord. por Tomàs Baiget, 2020, ISBN 978-84-120239-5-4, págs. 343-353
• Idioma: inglés
• Enlaces
  • Texto Completo Libro (pdf)
• 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.