As novas tecnologias digitais na publicidade exterior em Portugal
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Data
2020
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A presente dissertação explora a importância da inovação e criatividade, associada às novas tecnologias existentes nos suportes publicitários. Além disso, é investigado o planeamento de sistemas de medição de audiências para o meio Outdoor, em Portugal.
A investigação do tema foi efetuada através de uma extensa revisão de literatura sobre a evolução da comunicação ao longo dos tempos, sempre num prisma binário entre a evolução do meio Outdoor e a sua comparação com os demais meios da comunicação.
De forma a testar empiricamente as hipóteses formuladas, foram efetuadas entrevistas a profissionais do setor e aplicado um questionário com questões sobre a inovação, atratividade e interação dos suportes publicitários, os quais foram respondidos por uma amostra descaracterizada, em que a única restrição era ser residente em Portugal.
Além de explorar as opiniões dos profissionais do setor para o tema, pretende-se também evidenciar as vantagens que o sistema de medição de audiências para meio Outdoor pode trazer para o mercado português, numa perspetiva de investimento, comparativamente aos restantes meios de comunicação.
Os resultados demonstram que os suportes publicitários mais interativos e diferenciadores são considerados mais inovadores e atrativos, comparativamente com os suportes publicitários tradicionais. Além disso, os consumidores estão mais adaptados às novas tecnologias, sugerindo que um maior investimento das empresas em plataformas digitais, possa permitir gerar maiores receitas do que nos formatos tradicionais.
Os resultados indicam ainda que o sistema de medição de audiências em Portugal terá um peso relativo na tomada de decisão e após a sua implementação, todos os meios passarão a ser comparáveis e medidos pelas mesmas variáveis, permitindo medir com melhor fiabilidade o retorno do investimento.
This dissertation explores the importance of innovation and creativity, associated to new technologies on outdoor media advertising. In addition, the planning audience measurement systems for the outdoor media in Portugal is investigated. The investigation of the subject of this dissertation was carried out through a literature review about the evolution of communication over time, always in a binary prism between the evolution of the Outdoor and its comparison with other media. To test the empirically hypotheses formulated, interviews were conducted with professionals of media and applied a questionnaire with questions about innovation, attractiveness and interaction of advertising media, which were answered by a discarded sample where the only restriction was to be resident in Portugal. Besides exploring the opinions from professionals of media to the subject, it is also intended to highlight the advantages that the audience measurement system can bring to the Portuguese outdoor media market, from an investment perspective compared to other media. The results show that interactive and differentiating advertising media are more innovative and attractive than traditional advertising media. In addition, consumers are more adapted to new technologies, suggesting that greater corporate investment in digital platforms could lead to higher revenues than traditional formats. The results also indicate that the audience measurement system in Portugal will have a relative weight in the decision making, and after its implementation all media will be comparable and measured by the same variables, allowing a better measurement of the return on investment.
This dissertation explores the importance of innovation and creativity, associated to new technologies on outdoor media advertising. In addition, the planning audience measurement systems for the outdoor media in Portugal is investigated. The investigation of the subject of this dissertation was carried out through a literature review about the evolution of communication over time, always in a binary prism between the evolution of the Outdoor and its comparison with other media. To test the empirically hypotheses formulated, interviews were conducted with professionals of media and applied a questionnaire with questions about innovation, attractiveness and interaction of advertising media, which were answered by a discarded sample where the only restriction was to be resident in Portugal. Besides exploring the opinions from professionals of media to the subject, it is also intended to highlight the advantages that the audience measurement system can bring to the Portuguese outdoor media market, from an investment perspective compared to other media. The results show that interactive and differentiating advertising media are more innovative and attractive than traditional advertising media. In addition, consumers are more adapted to new technologies, suggesting that greater corporate investment in digital platforms could lead to higher revenues than traditional formats. The results also indicate that the audience measurement system in Portugal will have a relative weight in the decision making, and after its implementation all media will be comparable and measured by the same variables, allowing a better measurement of the return on investment.
Descrição
Orientação: Paula Bela Rosa Luis Lopes
Palavras-chave
MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE, COMUNICAÇÃO, PUBLICIDADE, PUBLICIDADE EXTERIOR, INOVAÇÃO TECNOLÓGICA, TECNOLOGIAS DIGITAIS, PORTUGAL, COMMUNICATION, ADVERTISING, OUTDOOR ADVERTISING, TECHNOLOGICAL INNOVATION, DIGITAL TECHNOLOGIES