Expansão de negócios para Digital Operation no mercado publicitário digital.

• Autor(a) principal: Oliveira, Jonatas Lopes de.
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações do Mackenzie
• Texto Completo: https://dspace.mackenzie.br/handle/10899/28499
• topic: adServer; trading desk; consultoria; expansão de negócios; digital operation; CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO

Subject: This paper reports the proposal to avail an opportunity for Digital Operation – company that provides services of intelligent monitoring and media purchase to agencies and advertisers on the digital advertising marketing – to expand its business in the digital advertising market. This avail occurs through the creation of a department capable of offering consultancy and advisory services, besides generating a business expansion, giving value creation to customers in the elaboration or the development of their media departments. Application: During the elaboration of the proposal, complex challenges were encountered for its application, regarding harmonizing of the data found in the research through the methods of the Professional Master's course with the expectations of Digital Operation, especially, of its board. Even though Digital Operation is in an extremely volatile business environment and subject to sudden changes in the market, the methodology used to build the proposal allows this study’s replication. Impact: The proposal to profit from the opportunity can generate social impacts, concerning the generation of jobs vacancies as well as generating economic impacts through the incentive of increasing the digital ads investment by advertisers. Innovation: This proposal also brings routine innovations, which means, an innovation that uses the capabilities and resources that Digital Operation already has, in order to create a new service and, thus, act in a new business model. Complexity: The complexity faced at work was high even with the internal environment favorable to changes. This is due to the difficulties in integrating the identified opportunity and the perspective of the Digital Operation board regarding the scenario presented. In addition, there was complexity in aligning the expectations of the board in relation to the expected results. The sudden changes in methodologies of the business environment and, especially, in the technologies involved in the digital advertising market, also contributed to the complexity of applying the proposal in order to profit from the projected opportunity. Methodology and methodological procedures: For the construction of this proposal, this paper describes the services of Digital Operation and the business environment in which the company is found, the market, the competitors and the legal issues surrounding the company. Next the qualitative research applied to employees of media departments of media agencies and advertisers is presented and the elaboration of the analyzes and matrices for diagnosis of the opportunity. Subsequently, the process of preparing the proposal to use is exposed, as well as the action plan for its application. Finally, the evolution of the proposal’s implementation process and the results evaluation indicators are reported.