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Publication
A aceitação da publicidade em Aplicações Freemium
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Abstract(s)
Encontramo-nos no início de uma nova era do marketing: Marketing 4.0. Esta era surgiu do boom de consumo de conteúdo digital e da respetiva utilização de dispositivos móveis (Kotler, 2017). Com isto, as empresas têm procurado responder às necessidades de digitalização de alguns serviços e produtos ao longo dos anos, surgindo novos modelos de negócio digitais. A indústria da música, tem dois grandes modelos de negócio utilizados por algumas marcas: freemium e subscrição. Os modelos freemium (objeto de estudo desta dissertação) têm na sua constituição duas versões/serviços: i) inteiramente gratuito, com limitações de utilização e onde uma das suas principais fontes de receita é a publicidade; ii) versão paga (premium) que permite o acesso a todas as funcionalidades e não tem publicidade (a não ser a promoção de novos conteúdos). Sendo a publicidade uma das grandes fontes de receita destas plataformas, e estando cada vez mais os utilizadores/consumidores à procura de mais alternativas para fugir aos anúncios (Nunes, 2019), interessa perceber se os utilizadores estão dispostos a aceitar a publicidade presente nestas plataformas. Adicionalmente, é relevante aprofundar se estas plataformas contribuem para um aumento do ceticismo em relação à publicidade por parte dos consumidores/utilizadores. E se a publicidade é considerada pelos consumidores/utilizadores o principal motivo da compra da versão paga destas plataformas.
A metodologia utilizada neste estudo foi não probabilística, através do método de amostragem snowball. Foi aplicado um questionário online a utilizadores de plataformas streaming de música (tendo em conta os utilizadores das diferentes plataformas).
Os resultados indicam que este tipo de plataformas pode ser um canal de comunicação, com grande potencial para anunciantes. Se a segmentação da publicidade for mais assertiva (tornando os anúncios mais relevantes, interativos e controláveis) gera uma aceitação positiva da publicidade. Assim como se deverá aprofundar o facto das mulheres terem demonstrado uma maior aceitação de publicidade neste estudo. Com estes resultados prevê-se que a publicidade precisa de uma grande mudança, para uma maior aceitação de publicidade. Os anúncios precisam de se tornar mais interativos e o consumidor ter um papel ativo neste conteúdo, participando na apresentação do mesmo.
We are at the beginning of a new era of marketing: Marketing 4.0. This era arose from the boom in consumption of digital content and the respective use of mobile devices (Kotler, 2017). With this, companies have sought to respond to the digitization needs of some services and products over the years, with new digital business models emerging. The music industry has two major business models used by some brands: freemium and subscription. The freemium models (object of study of this dissertation) have in their constitution two versions/services: i) entirely free, with limitations of use and where one of its main sources of revenue is advertising; ii) paid version (premium) that allows access to all features and has no advertising (other than the promotion of new content). As advertising is one of the major sources of revenue on these platforms, and users/consumers are increasingly looking for alternatives to escape advertising (Nunes, 2019), it is important to understand whether users are willing to accept advertising present on these platforms. In addition, it is necessary to deepen whether these platforms contribute to an increase in skepticism regarding advertising by consumers / users. And if advertising is considered by consumers / users as the main reason for purchasing the paid version of these platforms. The methodology used in this study was non-probabilistic, through the snowball sampling method. An online questionnaire was requested from users of streaming music platforms (taking into account platform users). The results indicate that this type of platform can be a communication channel, with great potential for advertisers. If the approval of advertising for more assertive (making ads more relevant, interactive and controllable) generates a positive acceptance of advertising. As well as deepening the fact that women have a greater acceptance of advertising in this study. With these results it is expected that advertising needs a major change, for greater acceptance. The requirements to become more interactive and the consumer to take an active role in this content, participating in the presentation of it.
We are at the beginning of a new era of marketing: Marketing 4.0. This era arose from the boom in consumption of digital content and the respective use of mobile devices (Kotler, 2017). With this, companies have sought to respond to the digitization needs of some services and products over the years, with new digital business models emerging. The music industry has two major business models used by some brands: freemium and subscription. The freemium models (object of study of this dissertation) have in their constitution two versions/services: i) entirely free, with limitations of use and where one of its main sources of revenue is advertising; ii) paid version (premium) that allows access to all features and has no advertising (other than the promotion of new content). As advertising is one of the major sources of revenue on these platforms, and users/consumers are increasingly looking for alternatives to escape advertising (Nunes, 2019), it is important to understand whether users are willing to accept advertising present on these platforms. In addition, it is necessary to deepen whether these platforms contribute to an increase in skepticism regarding advertising by consumers / users. And if advertising is considered by consumers / users as the main reason for purchasing the paid version of these platforms. The methodology used in this study was non-probabilistic, through the snowball sampling method. An online questionnaire was requested from users of streaming music platforms (taking into account platform users). The results indicate that this type of platform can be a communication channel, with great potential for advertisers. If the approval of advertising for more assertive (making ads more relevant, interactive and controllable) generates a positive acceptance of advertising. As well as deepening the fact that women have a greater acceptance of advertising in this study. With these results it is expected that advertising needs a major change, for greater acceptance. The requirements to become more interactive and the consumer to take an active role in this content, participating in the presentation of it.
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Keywords
Publicidade Digital Aplicações freemium Modelos de Negócio Digitais Aceitação da Publicidade Plataformas de Música Digital