Uso de datos en la creatividad publicitariael caso de Art, Copy & Code de Google

  1. David Selva Ruiz
  2. Lucía Caro Castaño
Journal:
El profesional de la información

ISSN: 1699-2407

Year of publication: 2016

Volume: 25

Issue: 4

Pages: 642-651

Type: Article

DOI: 10.3145/EPI.2016.JUL.14 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: El profesional de la información

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Metrics

Cited by

  • Scopus Cited by: 7 (22-03-2023)
  • Dialnet Metrics Cited by: 8 (24-02-2023)
  • Web of Science Cited by: 8 (17-03-2023)

JCR (Journal Impact Factor)

  • Year 2016
  • Journal Impact Factor: 1.063
  • Journal Impact Factor without self cites: 0.642
  • Article influence score: 0.079
  • Best Quartile: Q3
  • Area: INFORMATION SCIENCE & LIBRARY SCIENCE Quartile: Q3 Rank in area: 45/85 (Ranking edition: SSCI)

SCImago Journal Rank

  • Year 2016
  • SJR Journal Impact: 0.549
  • Best Quartile: Q1
  • Area: Library and Information Sciences Quartile: Q1 Rank in area: 52/251
  • Area: Cultural Studies Quartile: Q1 Rank in area: 62/973
  • Area: Information Systems Quartile: Q2 Rank in area: 112/1272
  • Area: Communication Quartile: Q2 Rank in area: 85/431

Índice Dialnet de Revistas

  • Year 2016
  • Journal Impact: 0.840
  • Field: COMUNICACIÓN Quartile: C1 Rank in field: 4/65
  • Field: DOCUMENTACIÓN Quartile: C1 Rank in field: 2/25

CIRC

  • Social Sciences: A
    •

Scopus CiteScore

  • Year 2016
  • CiteScore of the Journal : 1.5
  • Area: Library and Information Sciences Percentile: 69
  • Area: Information Systems Percentile: 36

Abstract

Advertising has traditionally used research as a way to know the consumer, test its campaigns, etc. Thus, data usage is already part of the strategic plan. However, the creative possibilities of data are yet to be fully exploited, especially those opportunities that provide personalization and immediacy. This paper analyzes data usage in advertising creativity through the case of Google’s Art, Copy & Code project and four of its campaigns. This analysis reveals many features that would add value for the user including joint use of various open web technologies and different devices, all within the framework of procedures and structures that are well-established in the advertising field.

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Data source: Dialnet