Outdoor Advertising in the Digital Environment: The Media Evolve, but the Creative Guidelines Remain the Same
Abstract
This study updates a research conducted 16 years ago on the perception of creatives regarding outdoor advertising. Given the rise of digitalization, it has been deemed appropriate to analyze whether this change has modified the creative process, both in digital and traditional formats. At the same time, the perspective of this profile on sustainability in this medium is explored. Through a qualitative methodology, 30 advertising creatives were surveyed, with both open and closed questions, and it was observed that these professionals still see outdoor advertising as a challenge and a medium full of possibilities with significant room for growth. In conclusion, it is stated that new technologies represent a strong tool for innovation and the impact that characterizes this medium, but sustainability remains an unresolved issue in terms of creativity.
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