Resumen de Prospective analysis of the advertising sector: reality and trends

Eva Santana, Jordi Botey López, Nina Surinyac Carandell, Pedro Mir Bernal

• 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.