Metrics, Media and Advertisers: Discussing Relationship
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Publication Date: | 2014 |
Other Authors: | , |
Format: | Article |
Language: | por |
Source: | REMark - Revista Brasileira de Marketing |
Download full: | https://periodicos.uninove.br/remark/article/view/12057 |
Summary: | 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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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 |
_version_ |
1799138642113855488 |