Citas bibligráficas
Rengifo, R., Alfaro, M., Coloma, J. (2021). Uso de publicidad programatica para rentabilizar un diario deportivo digital [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/655867
Rengifo, R., Alfaro, M., Coloma, J. Uso de publicidad programatica para rentabilizar un diario deportivo digital [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2021. http://hdl.handle.net/10757/655867
@mastersthesis{renati/395224,
title = "Uso de publicidad programatica para rentabilizar un diario deportivo digital",
author = "Coloma Núñez, Juan Pablo Javier",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2021"
}
In the last three decades the so-called .COM culture has caused a revolution as big as the printing press in its time, a revolution that enhanced communications and therefore the way we trade and consume. With a continuous and organic worldwide growth, it has managed to migrate the consumers' habits, forcing traditional media to reinvent themselves or disappear. Our country is no stranger to this change, registering a significant increase in the last 15 years and although the web is still considered as the support of the original business, the exposure of national products worldwide, and transversal businesses have grown exponentially, often obtaining margins in markets where penetration was not expected. In 2010 the number of Peruvians with access to digital information was 34.8%, by 2017 this number was already 48.8% with an average growth of 2% per year; this places the traditional media at a crossroads; but also gives us a great opportunity. Under this opportunity we present our project: a digital platform for sports communication, which thanks to information technologies (Big Data) would direct its contents to the markets that best pay for advertising spaces. The contents will be adjusted in real time according to the information we obtain via SEM and will be worked on in real time by writers specialized in generating controversial and entertaining sports content. This would allow us to capture visits that are loyal and return, and would also be profitable through the sale of spaces via programmatic advertising, thanks to which we will sell our spaces to the best bidders in real time.
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