Metrics, Media and Advertisers: Discussing Relationship
DOI:
https://doi.org/10.5585/remark.v13i5.2599Keywords:
Media, Metrics, Advertisers, Strategy, Innovation.Abstract
This study investigates how Brazilian advertisers are adapting to new media and its attention metrics. In-depth interviews were conducted with advertisers in 2009 and 2011. In 2009, new media and its metrics were celebrated as innovations that would increase advertising campaigns overall efficiency. In 2011, this perception has changed: New media’s profusion of metrics, once seen as an advantage, started to compromise its ease of use and adoption. Among its findings, this study argues that there is an opportunity for media groups willing to shift from a product-focused strategy towards a customer-centric one, through the creation of new, simple and integrative metrics.Downloads
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Published
2014-11-06
How to Cite
Rodrigues, M. A. de S., Chimenti, P. C. P. de S., & Nogueira, A. R. R. (2014). Metrics, Media and Advertisers: Discussing Relationship. ReMark - Revista Brasileira De Marketing, 13(5), 78–93. https://doi.org/10.5585/remark.v13i5.2599
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