Strategic and organizational communication: trends for the advertising sector

In the strategic and organizational communication area, the advertising sector is immersed in a period of change in various ways, from the structural to the type of insertions to be made in the media. Methodologically, the qualitative technique of Delphi is used, the most advisable in prospective approaches to incipient objects of study. It is concluded that the key factors that define the advertising sector are the digital transformation and the business model, and, after three years, personalization, automation and programmatic. As communication channels that will use advertising more, social networks rise, and as knowledge, skills and competencies that the advertising professional of the future must gather, the strategy stands out.