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Publication
Novas formas de comunicação publicitária sonora - O caso da SPORT TV no Clubhouse
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 3.52 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O aparecimento da Covid-19, levou a que a sociedade se tivesse de
adaptar a uma nova realidade que alterou os hábitos de consumo e a
forma como os pares se relacionam.
A população mundial passou muitas horas em frente a ecrãs, devido
ao teletrabalho e levou a que nos seus momentos de lazer preferisse
realizar atividades que passassem apenas por ouvir. Houve assim um
maior número de ouvintes de podcasts e o aparecimento de uma rede
social apenas áudio, o Clubhouse, e o aumento da utilização da rádio.
A presente investigação pretende estudar as novas formas de
realização de Publicidade Sonora, o ClubHouse, e comparar os
mesmos com meios como a rádio. Estudar estas questões irá permitir,
projetar o caminho da publicidade sonora e como pode ser utilizada
nas estratégias das empresas.
O objeto de estudo desta investigação é a App Clubhouse. Em Portugal
com enfoque na experiência da marca SPORT TV, a decisão de
escolha da marca prende-se com ter sido uma das marcas a ativar o
Clubhouse e ser uma marca cuja likeability está a crescer.
Através desta investigação concluiu-se que o consumidor presta cada
vez mais atenção a este formato porque consegue ouvir e captá-lo
enquanto realiza outras tarefas, e ainda que as novas formas de
Publicidade sonora são uma janela de oportunidades para as marcas
por estreitarem a relação com o consumidor criando uma relação
emocional. O grande destaque neste estudo vai para o Clubhouse que
trouxe uma publicidade bidirecional.
The emergence of Covid-19 led society to adapt to a new reality that changed consumption habits and the way in which peers relate. The world's population spent many hours in front of screens, due to work, and in their leisure time they preferred to carry out activities that were just listening. There was thus a greater number of podcast listeners and the emergence of an audio-only social network, the Clubhouse, and the increase in radio usage. The present investigation intends to study the new forms of Sound Advertising, the ClubHouse, and compare them with radio. Studying these issues will allow us to design the path of sound advertising and how it can be used in companies' strategies. The object of study of this investigation is the Clubhouse App in Portugal with a focus on the experience of SPORT TV, the decision to choose the brand is related to having been one of the brands to activate the Clubhouse and to be a brand whose likeability is growing. It was concluded that the consumer pays more and more attention to this format because he can hear and capture it while performing other tasks, and even that the new forms of sound advertising are a window of opportunity for brands by strengthening the relationship with the consumer creating an emotional relationship. The highlight in this study goes to the Clubhouse, which brought two-way advertising.
The emergence of Covid-19 led society to adapt to a new reality that changed consumption habits and the way in which peers relate. The world's population spent many hours in front of screens, due to work, and in their leisure time they preferred to carry out activities that were just listening. There was thus a greater number of podcast listeners and the emergence of an audio-only social network, the Clubhouse, and the increase in radio usage. The present investigation intends to study the new forms of Sound Advertising, the ClubHouse, and compare them with radio. Studying these issues will allow us to design the path of sound advertising and how it can be used in companies' strategies. The object of study of this investigation is the Clubhouse App in Portugal with a focus on the experience of SPORT TV, the decision to choose the brand is related to having been one of the brands to activate the Clubhouse and to be a brand whose likeability is growing. It was concluded that the consumer pays more and more attention to this format because he can hear and capture it while performing other tasks, and even that the new forms of sound advertising are a window of opportunity for brands by strengthening the relationship with the consumer creating an emotional relationship. The highlight in this study goes to the Clubhouse, which brought two-way advertising.
Description
Keywords
Publicidade sonora Clubhouse Imagens sonoras Comunicação publicitária Redes sociais Audio branding