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Abstract(s)
O crescimento da publicidade online mostrou-se uma mais valia para a indústria
publicitária, bem como para as marcas e empresas. Os diversos avanços tecnológicos
potenciaram novas formas de fazer publicidade online e de atingir vastos públicos.
Apesar de todos os benefícios apresentados pela publicidade online, existe um lado
menos positivo e bastante impactante. A visão dos utilizadores e a relação que estes têm
com a publicidade online. Existem diversos fatores que potenciam uma relação e visão
negativa por parte dos utilizadores que são de relevância e devem ser discutidos. Pois,
estes trazem consequências para o ecossistema publicitário e a sua eficácia online. A
visão da publicidade como intrusiva impacta fortemente a relação dos utilizadores com
a publicidade online e tem consequências visíveis na sua interação com a mesma. Como
é o caso da evasão publicitária, que pode passar por simplesmente ignorar mensagens
publicitárias para o uso de ad blockers, que as eliminam e bloqueiam dos websites e
aplicações que os utilizadores visitam.
Este trabalho tem como objetivo compreender se e de que forma a publicidade intrusiva
influência a perceção dos utilizadores da comunicação publicitária e se resulta no
consequente uso de ad blockers. De forma a cumprir e atingir este objetivo, foi aplicado
um questionário aos utilizadores portugueses de forma a compreender a sua visão da
publicidade online, bem como o possível impacto da publicidade intrusiva no uso de ad
blockers. Este trabalho permitiu compreender a forma como os utilizadores veem a
publicidade online e a relação que têm com esta, de forma a melhorar futuramente a
comunicação de mensagens publicitárias com os utilizadores portugueses no futuro.
The growth of online advertising has proven to be an asset to the advertising industry, as well as to brands and companies. The various technological advances enabled several new ways to advertise online and reach a wide audience. Despite all the benefits presented by online advertising, there is a less positive and quite impactful side. Users’ opinions and the relationship they have with online advertising. There are several factors that contribute to a negative relationship and users’ opinions that are of relevance and should be discussed. Because these bring consequences to the advertising ecosystem and its effectiveness online. The opinion of advertising as intrusive strongly impacts users' relationship with online advertising, and has visible consequences on their interaction with it. As is the case of advertising evasion, which can go from simply ignoring advertising messages to the use of ad blockers that eliminate and block them from the websites and apps that users visit. This study aims to understand if and how intrusive advertising influences users' perception of advertising communication and if it results in the consequent use of ad blockers. In order to fulfill and achieve this goal, a questionnaire was applied to Portuguese users in order to understand their view of online advertising, as well as the possible impact of intrusive advertising on the use of ad blockers. This work allowed us to understand how users see online advertising and the relationship they have with it, in order to improve the future communication of advertising messages with portuguese users in the future.
The growth of online advertising has proven to be an asset to the advertising industry, as well as to brands and companies. The various technological advances enabled several new ways to advertise online and reach a wide audience. Despite all the benefits presented by online advertising, there is a less positive and quite impactful side. Users’ opinions and the relationship they have with online advertising. There are several factors that contribute to a negative relationship and users’ opinions that are of relevance and should be discussed. Because these bring consequences to the advertising ecosystem and its effectiveness online. The opinion of advertising as intrusive strongly impacts users' relationship with online advertising, and has visible consequences on their interaction with it. As is the case of advertising evasion, which can go from simply ignoring advertising messages to the use of ad blockers that eliminate and block them from the websites and apps that users visit. This study aims to understand if and how intrusive advertising influences users' perception of advertising communication and if it results in the consequent use of ad blockers. In order to fulfill and achieve this goal, a questionnaire was applied to Portuguese users in order to understand their view of online advertising, as well as the possible impact of intrusive advertising on the use of ad blockers. This work allowed us to understand how users see online advertising and the relationship they have with it, in order to improve the future communication of advertising messages with portuguese users in the future.
Description
Keywords
Ad
Blockers Evasão Publicitária Personalização Privacidade Online Publicidade Intrusiva Publicidade Online