Cómo el zapping, los grabadores de video digital y el streaming afectan la efectividad publicitaria de la televisión?

摘要

There are different tools like zapping, digital video recorders and that have affected advertising effectiveness due to the fact that consumers have the option of avoiding commercials that are transmitted on television. Nowadays, online television has become more popular because it allows consumers to watch the programs that they want when they want. This reflects in an important number of customers avoiding advertisement. Technology and the new trends in lifestyle have made television a less entertaining media. In consequence companies and advertising agencies have been forced to change their budget for advertising and use it in the new media. Additionally, they are being forced to challenge their creativity in order to keep causing impact on consumers. Furthermore, technology keeps developing in a faster pace than before and companies need to be prepared to adapt, update, and keep growing to be able to stay in business. In this document we have complemented documental research with interviews with the purpose of contrasting theory with the actual practices of Ecuadorian companies.