Publication: De la planificación en TV a la planificación audiovisual y social: desafíos para la industria ante un cambio de paradigma en la medición de la eficacia publicitaria
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2017-04-19
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Universidad Complutense de Madrid
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Abstract
El escenario de contenidos y distribución audiovisual ha estado sometido a una transformación muy profunda en los últimos años debido a la irrupción de Internet y la llegada de nuevos dispositivos inteligentes como los televisores conectados, las tablets o los móviles. Estos modelos de consumo se vieron especialmente afectados cuando el usuario podía ver los contenidos audiovisuales a través de los ordenadores que se conectaban a la red y que gracias al desarrollo de la velocidad de Internet con las ADSL permitió, ya desde principios del 2000, que la descarga de vídeos en Internet se convirtiera en uno de los principales hábitos entre los Internautas. Durante este proceso los medios de comunicación se han ido adaptando y desarrollando nuevos modelos de negocio y distribución que permitieran atender a esta nueva necesidad de los usuarios que, además de consumo en línea, cada vez más buscaban un consumo bajo demanda. También la llegada de las redes sociales ha impactado notablemente en la manera de consumo, utilizando diferentes plataformas como Twitter, Facebook ó Whatsapp para chatear e interactuar con los contenidos y otros usuarios durante la emisión o en momentos previos o posteriores. Todos los estudios realizados sobre estos nuevos hábitos demuestran que ha enriquecido la manera de ver los contenidos audiovisuales, dotándolos de una sociabilidad e involucración de la audiencia nunca conocida hasta el momento...
The scenario of audiovisual content and distribution has been submitted to a profound transformation in recent years due to the emergence of the Internet and the arrival of new smart devices such as connected TVs, tablets or smartphones. These patterns of consumption were particularly affected when the user could view audiovisual content through computers that are connected to the network and by developing speed Internet with ADSL allowed, and since the early 2000s, the download Internet video became one of the main habits among Internet users. During this process the media has been adapting and developing new business and distribution models that allow meet this new need for users also online consumer increasingly sought consumption demand. Also the come up of social networks has impacted significantly on the way to consumption, using different platform like Twitter, Facebook or Whatapp to chat and interact with content and other users during the broadcast or time before or after. All studies on these new habits show that has enriched the way we view audiovisual content, giving it a sociability and involvement of the audience never known so far. This new audiovisual context, still evolving and developing, has meant that the advertising industry has to evolve and adapt their processes, tools and methodologies for making planning decisions audiovisual advertising. The paradigm of traditional marketing communication, based on building coverage and frequency of pre-established goals under public and measurement systems that measure only television and audiovisual consumption online, may need to move towards what we call a new paradigm of communication advertising. In this new scenario will have to redefine and build new indicators of efficiency and effectiveness and decision-making tools planning audiovisual advertising where online video consumption multiple devices, social networks, smartphones, tablets, the connected TVs, social networks and consumption demand are some new elements to consider...
The scenario of audiovisual content and distribution has been submitted to a profound transformation in recent years due to the emergence of the Internet and the arrival of new smart devices such as connected TVs, tablets or smartphones. These patterns of consumption were particularly affected when the user could view audiovisual content through computers that are connected to the network and by developing speed Internet with ADSL allowed, and since the early 2000s, the download Internet video became one of the main habits among Internet users. During this process the media has been adapting and developing new business and distribution models that allow meet this new need for users also online consumer increasingly sought consumption demand. Also the come up of social networks has impacted significantly on the way to consumption, using different platform like Twitter, Facebook or Whatapp to chat and interact with content and other users during the broadcast or time before or after. All studies on these new habits show that has enriched the way we view audiovisual content, giving it a sociability and involvement of the audience never known so far. This new audiovisual context, still evolving and developing, has meant that the advertising industry has to evolve and adapt their processes, tools and methodologies for making planning decisions audiovisual advertising. The paradigm of traditional marketing communication, based on building coverage and frequency of pre-established goals under public and measurement systems that measure only television and audiovisual consumption online, may need to move towards what we call a new paradigm of communication advertising. In this new scenario will have to redefine and build new indicators of efficiency and effectiveness and decision-making tools planning audiovisual advertising where online video consumption multiple devices, social networks, smartphones, tablets, the connected TVs, social networks and consumption demand are some new elements to consider...
Description
Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, Departamento de Comunicación Audiovisual y Publicidad I, leída el 26-01-2016