Metrics, Media and Advertisers: Discussing Relationship

Detalhes bibliográficos
Autor(a) principal: Rodrigues, Marco Aurelio de Souza
Data de Publicação: 2014
Outros Autores: Chimenti, Paula Castro Pires de Souza, Nogueira, Antonio Roberto Ramos
Tipo de documento: Artigo
Idioma: por
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/12057
Resumo: This study investigates how Brazilian advertisers are adapting to new media and its attention metrics. In-depth interviews were conducted with advertisers in 2009 and 2011. In 2009, new media and its metrics were celebrated as innovations that would increase advertising campaigns overall efficiency. In 2011, this perception has changed: New medias profusion of metrics, once seen as an advantage, started to compromise its ease of use and adoption. Among its findings, this study argues that there is an opportunity for media groups willing to shift from a product-focused strategy towards a customer-centric one, through the creation of new, simple and integrative metrics.
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spelling Metrics, Media and Advertisers: Discussing RelationshipMétricas, Mídias e Anunciantes: Discutindo a RelaçãoMedia; Metrics; Advertisers; Strategy; Innovation.Mídia; Métricas; Anunciantes; Estratégia; Inovações.This study investigates how Brazilian advertisers are adapting to new media and its attention metrics. In-depth interviews were conducted with advertisers in 2009 and 2011. In 2009, new media and its metrics were celebrated as innovations that would increase advertising campaigns overall efficiency. In 2011, this perception has changed: New medias profusion of metrics, once seen as an advantage, started to compromise its ease of use and adoption. Among its findings, this study argues that there is an opportunity for media groups willing to shift from a product-focused strategy towards a customer-centric one, through the creation of new, simple and integrative metrics.O estudo procura compreender como anunciantes brasileiros vm se adaptando s novas mdias e suas mtricas de ateno. Foram realizadas entrevistas em profundidade com anunciantes em 2009 e 2011. Em 2009, novas mdias e suas mtricas eram percebidas como inovaes que aumentariam a eficincia das campanhas. Em 2011 esta percepo se mostrou prejudicada: a profuso de mtricas das novas mdias, antes percebida como um diferencial, passa a comprometer sua facilidade de uso e sua adoo. Dentre seus achados, e estudo aponta para uma oportunidade para grupos de comunicao se deslocarem da orientao ao produto para uma orientao ao cliente, desenvolvendo mtricas simples e integradas para anunciantes.Universidade Nove de Julho - Uninove2014-11-06info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1205710.5585/remark.v13i5.2599ReMark - Revista Brasileira de Marketing; v. 13, n. 5 (2014): Julho - Setembro; 78-932177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12057/5700Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessRodrigues, Marco Aurelio de SouzaChimenti, Paula Castro Pires de SouzaNogueira, Antonio Roberto Ramos2019-02-19T17:43:04Zoai:https://periodicos.uninove.br:article/12057Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-02-19T17:43:04REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv Metrics, Media and Advertisers: Discussing Relationship
Métricas, Mídias e Anunciantes: Discutindo a Relação
title Metrics, Media and Advertisers: Discussing Relationship
spellingShingle Metrics, Media and Advertisers: Discussing Relationship
Rodrigues, Marco Aurelio de Souza
Media; Metrics; Advertisers; Strategy; Innovation.
Mídia; Métricas; Anunciantes; Estratégia; Inovações.
title_short Metrics, Media and Advertisers: Discussing Relationship
title_full Metrics, Media and Advertisers: Discussing Relationship
title_fullStr Metrics, Media and Advertisers: Discussing Relationship
title_full_unstemmed Metrics, Media and Advertisers: Discussing Relationship
title_sort Metrics, Media and Advertisers: Discussing Relationship
author Rodrigues, Marco Aurelio de Souza
author_facet Rodrigues, Marco Aurelio de Souza
Chimenti, Paula Castro Pires de Souza
Nogueira, Antonio Roberto Ramos
author_role author
author2 Chimenti, Paula Castro Pires de Souza
Nogueira, Antonio Roberto Ramos
author2_role author
author
dc.contributor.author.fl_str_mv Rodrigues, Marco Aurelio de Souza
Chimenti, Paula Castro Pires de Souza
Nogueira, Antonio Roberto Ramos
dc.subject.por.fl_str_mv Media; Metrics; Advertisers; Strategy; Innovation.
Mídia; Métricas; Anunciantes; Estratégia; Inovações.
topic Media; Metrics; Advertisers; Strategy; Innovation.
Mídia; Métricas; Anunciantes; Estratégia; Inovações.
description This study investigates how Brazilian advertisers are adapting to new media and its attention metrics. In-depth interviews were conducted with advertisers in 2009 and 2011. In 2009, new media and its metrics were celebrated as innovations that would increase advertising campaigns overall efficiency. In 2011, this perception has changed: New medias profusion of metrics, once seen as an advantage, started to compromise its ease of use and adoption. Among its findings, this study argues that there is an opportunity for media groups willing to shift from a product-focused strategy towards a customer-centric one, through the creation of new, simple and integrative metrics.
publishDate 2014
dc.date.none.fl_str_mv 2014-11-06
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/12057
10.5585/remark.v13i5.2599
url https://periodicos.uninove.br/remark/article/view/12057
identifier_str_mv 10.5585/remark.v13i5.2599
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/12057/5700
dc.rights.driver.fl_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 13, n. 5 (2014): Julho - Setembro; 78-93
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
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