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Advisor(s)
Abstract(s)
O setor da publicidade digital tem vindo a crescer e a apresentar novas oportunidades para
as marcas. Ainda que a televisão, a imprensa, a rádio, o cinema e o outdoor continuem a
ser funcionais e meios de publicidade eficazes, o seu domínio diminuiu
significativamente. Com a coleção de dados, desenvolve-se assim uma publicidade mais
segmentada e personalizada capaz de impactar os consumidores de uma maneira que os
meios de comunicação de massa não conseguem, contribuindo assim para uma
comunicação mais refinada e individual no meio digital.
Este trabalho surge no âmbito de um estágio curricular realizado entre outubro de 2018 e
fevereiro de 2019 na agência de meios Nova Expressão. O principal objetivo é perceber
a relação entre os utilizadores e a publicidade digital nos media sociais. Para isso,
abordam-se duas perspetivas: o lado da estratégia e produção das campanhas publicitárias
e o lado dos utilizadores e consumidores que são quem visualizam a publicidade. O
relatório analisa assim as duas perspetivas deixando claro quais são os desafios e
oportunidades do setor da publicidade digital
The digital marketing industry has been growing and presenting new opportunities for brands. Even though TV, press, radio, cinema and outdoor remain efficient marketing tools, they have fallen back significantly. With data collection, a better segmented and personalized advertising is developed, able to impact consumers in a manner that mass media can not do. Therefore, contributing for a more refined and individual communication in digital media. This work originated in a curricular internship took place between October 2018 and February 2019 at Nova Expressão. The main objective is to understand the relationship between users and digital advertising in social media. To that effect, two angles are considered: the advertising campaigns’ strategy and production side, and the users and consumers side. The report looks at both angles, identifying the challenges and opportunities in the digital advertising industry.
The digital marketing industry has been growing and presenting new opportunities for brands. Even though TV, press, radio, cinema and outdoor remain efficient marketing tools, they have fallen back significantly. With data collection, a better segmented and personalized advertising is developed, able to impact consumers in a manner that mass media can not do. Therefore, contributing for a more refined and individual communication in digital media. This work originated in a curricular internship took place between October 2018 and February 2019 at Nova Expressão. The main objective is to understand the relationship between users and digital advertising in social media. To that effect, two angles are considered: the advertising campaigns’ strategy and production side, and the users and consumers side. The report looks at both angles, identifying the challenges and opportunities in the digital advertising industry.
Description
Keywords
Publicidade digital Media sociais Consumidores Utilizadores Digital advertising Social media Consumers Users