La publicidad y la agencia de medios frente al cambio en el ecosistema mediático

Abstract

The advertising industry is experiencing a structural change resulting from a closer relationship between technology and media. The objective of this article is to examine the challenge faced by advertising professionals in this new media ecosystem. In order to do so, an exploratory research to analyze the opinions of professionals has been conducted through a survey distributed via Internet, primarily in Spain and Latin America. The results identify how the transformation of traditional media is towards a multi-platform conversion, which makes it easier for individuals to access audiovisual contents permanently. In this regard, new points of contact with the consumer emerge as a result of interactions with mobile devices and social networks, evolving towards marketing 4.0, where the capacity to anticipate trends prevails, considering that each brand must know what consumers need before they require it.