254 | nº 27, pp. 253-271 | doxa.comunicación
July-December of 2018
Delphi Study on the evolution and prospects of the advertising programmatic buying in Spain
ISSN: 1696-019X / e-ISSN: 2386-3978
1. Introduction
The emergence of new technologies has produced a notable change in the productive fabric affecting most professional and scientific fields. In advertising, the first effects wereseen with the rise of digitisation. The availability of desktop publishing software caused the progressive elimination of jobs related, in the main, to graphic and audio-visual production. Years later, the gradual implementation of networks led to changing roles within the profession, and also the redefinition of the advertising system itself. Thus, for Beatriz Corredor (2011: 99):
The explosion of digital networks is not simply shaking up the media landscape and the search for new business models but is also a driving force that affects the entire value chain, an aspect which has a direct impact on advertising, both in its role as a funder of old and media, and on the very nature of advertising.
Going deeper into this phenomenon, José Luis León, cited by Fajula and Roca (2000), states that the Internet not only plunged the concept of advertising into crisis, but proposed ‘a fundamentally hybrid advertising, like the very media which it embraced’.
We find ourselves, therefore, in a context in which advertising is mutating. The model of persuasive messages addressed to large crowds is moving towards increasingly fragmented audiences. Information, entertainment and advertising are being combined, and advertisers send messages in a digital landscape overcrowded with brands, services and products. Now the ability to attract consumers is based not solely on content, but also on communication and the relationships created
Abstract:
This article evaluates the phenomenon of programmatic advertising in Spain. Programmatic advertising automates the media planning process, and improves efficiency and effectiveness for the purchase and sale of advertising space. The main objectives of the study are: to establish consensus regarding a definition of programmatic purchase; to understand the new professional roles required as a result of this boom in technology, and to ascertain how the sector will develop in the future. The research technique used was the Delphi method. The research results relate to the current situation, evolution and perspectives of the phenomenon, with special emphasis on lack of specific training, lack of transparency and distrust in the inventory as the main obstacles that limit the development of this technology in our country.
Keywords:
Digital advertising, programmatic advertising, data analysis, professional profiles, media planning.
Resumen:
En el presente artículo se aborda el fenómeno de la publicidad pro-gramática en España. Un sistema que automatiza el proceso de planificación de medios y mejora la eficacia y eficiencia en la com-praventa de espacios publicitarios. Los objetivos principales son: establecer una definición consensuada de compra programática, conocer los nuevos roles profesionales que se demandan con el auge de esta tecnología y plantear una prospectiva sobre el futuro del sec-tor. La técnica de investigación utilizada fue el método Delphi. Los resultados de la investigación hacen referencia a la situación, evo-lución y perspectivas del fenómeno, haciendo especial hincapié en falta de formación específica, falta de transparencia y desconfianza en el inventario como los principales frenos que limitan el desarro-llo de esta tecnología en nuestro país.
Palabras clave:
Publicidad digital, publicidad programática, análisis de datos, per-files profesionales, planificación de medios
Received: 30/10/2018 - Accepted: 03/12/2018
Recibido: 30/10/2018 - Aceptado: 03/12/2018
