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

  1. David Selva-Ruiz 1
  2. Lucía Caro-Castaño 1
  1. 1 Universidad de Cádiz
    info

    Universidad de Cádiz

    Cádiz, España

    ROR https://ror.org/04mxxkb11

Zeitschrift:
El profesional de la información

ISSN: 1386-6710,  1699-2407

Datum der Publikation: 2016

Titel der Ausgabe: Datos

Ausgabe: 25

Nummer: 4

Seiten: 642-651

Art: Artikel

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

Andere Publikationen in: El profesional de la información

Zusammenfassung

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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Fuente de los datos: Dialnet