Digital, Marketing and Online Vídeo Ads: Brand Studies.
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/653 |
Resumo: | Digital marketing and online advertiding are researched domains that result in a variety of articles with increasingly relevant results for science and organizations.In this second regular issue of 2021 of the International Journal of Marketing, Communication and New Media (IJMCNM), in three of the four articles, problems of digital marketing, online advertsising and video ads are analyzed.Digital marketing is one of the most sought-after trends by modern companies, currently allowing innovation and new types of integration between channels (Cabrero, 2016, p.13).Investing in online advertising in social networks has several advantages (Miranda, 2018, p. 130): brand awareness; knowledge of the consumer profile; high segmentation; generation of leads, traffic, conversions, and remarketing. Miranda (2018) also mentions that in online advertising, namely on YouTube, one should look at the creativity that accompanies the video as well as the segmentation.However, as Martínez-Costa; Serrano-Puche; Portillla and Sánchez-Blanco (2019) state, online advertising should adapt its languages and formats for mobile because mobile devices are more used by young adults who are the generation of the future, and also because the use of ad blockers is more frequent on computers than on mobile devices.Feijoo-Fernández; Sádaba-Chalezquer and Bugueño-Ipinza (2020) even highlight that "The new audiences, compared to previous generations, do not reject advertising or brands, but choose the advertising content in which they are genuinely interested" (p.3). Having given this brief introduction, I invite the reader to read all the articles in this issue to learn more about the results achieved in studies developed by researchers from universities and research centres in Brazil, Algeria, Egypt and Saudi Arabia.DOI: https://doi.org/10.54663/2182-9306.2021.v9n17.1-3 |
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Digital, Marketing and Online Vídeo Ads: Brand Studies.Digital marketing and online advertiding are researched domains that result in a variety of articles with increasingly relevant results for science and organizations.In this second regular issue of 2021 of the International Journal of Marketing, Communication and New Media (IJMCNM), in three of the four articles, problems of digital marketing, online advertsising and video ads are analyzed.Digital marketing is one of the most sought-after trends by modern companies, currently allowing innovation and new types of integration between channels (Cabrero, 2016, p.13).Investing in online advertising in social networks has several advantages (Miranda, 2018, p. 130): brand awareness; knowledge of the consumer profile; high segmentation; generation of leads, traffic, conversions, and remarketing. Miranda (2018) also mentions that in online advertising, namely on YouTube, one should look at the creativity that accompanies the video as well as the segmentation.However, as Martínez-Costa; Serrano-Puche; Portillla and Sánchez-Blanco (2019) state, online advertising should adapt its languages and formats for mobile because mobile devices are more used by young adults who are the generation of the future, and also because the use of ad blockers is more frequent on computers than on mobile devices.Feijoo-Fernández; Sádaba-Chalezquer and Bugueño-Ipinza (2020) even highlight that "The new audiences, compared to previous generations, do not reject advertising or brands, but choose the advertising content in which they are genuinely interested" (p.3). Having given this brief introduction, I invite the reader to read all the articles in this issue to learn more about the results achieved in studies developed by researchers from universities and research centres in Brazil, Algeria, Egypt and Saudi Arabia.DOI: https://doi.org/10.54663/2182-9306.2021.v9n17.1-3ISVOUGA - Instituto Superior de Entre Douro e Vouga2021-12-30T00:00:00Zjournal articleinfo:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttp://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/653oai:u3isjournal.isvouga.pt:article/653International Journal of Marketing, Communication and New Media; Vol 9, No 17 (2021)2182-9306reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttp://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/653http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/653/293Copyright (c) 2021 Jorge Remondeshttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessRemondes, Jorge2022-09-22T10:30:33Zoai:u3isjournal.isvouga.pt:article/653Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T15:58:20.617095Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Digital, Marketing and Online Vídeo Ads: Brand Studies. |
title |
Digital, Marketing and Online Vídeo Ads: Brand Studies. |
spellingShingle |
Digital, Marketing and Online Vídeo Ads: Brand Studies. Remondes, Jorge |
title_short |
Digital, Marketing and Online Vídeo Ads: Brand Studies. |
title_full |
Digital, Marketing and Online Vídeo Ads: Brand Studies. |
title_fullStr |
Digital, Marketing and Online Vídeo Ads: Brand Studies. |
title_full_unstemmed |
Digital, Marketing and Online Vídeo Ads: Brand Studies. |
title_sort |
Digital, Marketing and Online Vídeo Ads: Brand Studies. |
author |
Remondes, Jorge |
author_facet |
Remondes, Jorge |
author_role |
author |
dc.contributor.author.fl_str_mv |
Remondes, Jorge |
description |
Digital marketing and online advertiding are researched domains that result in a variety of articles with increasingly relevant results for science and organizations.In this second regular issue of 2021 of the International Journal of Marketing, Communication and New Media (IJMCNM), in three of the four articles, problems of digital marketing, online advertsising and video ads are analyzed.Digital marketing is one of the most sought-after trends by modern companies, currently allowing innovation and new types of integration between channels (Cabrero, 2016, p.13).Investing in online advertising in social networks has several advantages (Miranda, 2018, p. 130): brand awareness; knowledge of the consumer profile; high segmentation; generation of leads, traffic, conversions, and remarketing. Miranda (2018) also mentions that in online advertising, namely on YouTube, one should look at the creativity that accompanies the video as well as the segmentation.However, as Martínez-Costa; Serrano-Puche; Portillla and Sánchez-Blanco (2019) state, online advertising should adapt its languages and formats for mobile because mobile devices are more used by young adults who are the generation of the future, and also because the use of ad blockers is more frequent on computers than on mobile devices.Feijoo-Fernández; Sádaba-Chalezquer and Bugueño-Ipinza (2020) even highlight that "The new audiences, compared to previous generations, do not reject advertising or brands, but choose the advertising content in which they are genuinely interested" (p.3). Having given this brief introduction, I invite the reader to read all the articles in this issue to learn more about the results achieved in studies developed by researchers from universities and research centres in Brazil, Algeria, Egypt and Saudi Arabia.DOI: https://doi.org/10.54663/2182-9306.2021.v9n17.1-3 |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-12-30T00:00:00Z |
dc.type.driver.fl_str_mv |
journal article info:eu-repo/semantics/article |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/653 oai:u3isjournal.isvouga.pt:article/653 |
url |
http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/653 |
identifier_str_mv |
oai:u3isjournal.isvouga.pt:article/653 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/653 http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/653/293 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2021 Jorge Remondes https://creativecommons.org/licenses/by-nc-sa/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2021 Jorge Remondes https://creativecommons.org/licenses/by-nc-sa/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
ISVOUGA - Instituto Superior de Entre Douro e Vouga |
publisher.none.fl_str_mv |
ISVOUGA - Instituto Superior de Entre Douro e Vouga |
dc.source.none.fl_str_mv |
International Journal of Marketing, Communication and New Media; Vol 9, No 17 (2021) 2182-9306 reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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