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Publication
A crescente utilização de ad blockers pela geração Z portuguesa e o futuro da publicidade digital
| Name: | Description: | Size: | Format: | |
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| 7.64 MB | Adobe PDF |
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Abstract(s)
O conceito da publicidade parte do pressuposto de que existe a transmissão de uma mensagem para as massas, utilizando diversos meios de comunicação para o fazer. Neste sentido, é relevante realçar a importância dos meios digitais, nos quais as marcas têm realizado elevados investimentos, por serem mais baratos e permitirem uma maior segmentação. Por outro lado, as pessoas procuram cada vez mais fugir à publicidade nos meios digitais e, como consequência, surge uma barreira entre o emissor e o remetente da mensagem. Com um estudo sobre a crescente utilização dos ad-blockers, este trabalho de investigação pretende evidenciar as causas do aumento da utilização destes, perceber a sua causalidade e, por fim, discriminar possíveis soluções que possam auxiliar os publicitários a combater este problema. A metodologia incidirá sobre uma pesquisa descritiva e explicativa bibliográfica que será validada posteriormente através de inquéritos e um focus group.
Este projeto de investigação gera insights que permitem auxiliar as práticas publicitárias no mundo digital.
The concept of advertising assumes that there is the transmission of a message to the masses, using various media to do so. In this sense, it is important to highlight the importance of digital media, to which brands have made high investments, because they are cheaper and allow greater segmentation. On the other hand, people increasingly seek to escape advertising in digital media and, as a consequence, a barrier arises between the sender and the receiver of the message. With a study on the increasing use of ad-blockers, this research work aims to highlight the causes of the increased use of these factors, understand why these causes exist and, finally, to discriminate possible solutions that help advertisers to combat this problem. The methodology will focus on a descriptive and explanatory bibliographic research that will be validated later through surveys and a focus group. This research project generates insights that allow to assist advertising practices in the digital world.
The concept of advertising assumes that there is the transmission of a message to the masses, using various media to do so. In this sense, it is important to highlight the importance of digital media, to which brands have made high investments, because they are cheaper and allow greater segmentation. On the other hand, people increasingly seek to escape advertising in digital media and, as a consequence, a barrier arises between the sender and the receiver of the message. With a study on the increasing use of ad-blockers, this research work aims to highlight the causes of the increased use of these factors, understand why these causes exist and, finally, to discriminate possible solutions that help advertisers to combat this problem. The methodology will focus on a descriptive and explanatory bibliographic research that will be validated later through surveys and a focus group. This research project generates insights that allow to assist advertising practices in the digital world.
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Keywords
Publicidade Ad blockers Geração Z