The audiovisual advertising revolution: From TV to digital platforms

Abstract

The shift from traditional TV to digital platforms has transformed audiovisual advertising in recent years. With the advancement of technology and new consumption habits, online platforms offer precise segmentation and interactivity, improving the effectiveness of campaigns. Countries such as the USA, the United Kingdom, and Brazil have invested a lot in this market, especially in programmatic advertising. Despite challenges, such as data privacy, the future promises to be even more engaging with new technologies such as augmented reality and artificial intelligence.