Facoltà: Economia Aziendale e Management - Classe LM-77
Collocazione: 20604
Autore: Vozzella Chiara
Data: 24/10/2022
Titolo: The evolution of Out Of Home Advertising: the case of Clear Channel Italia
Relatore: Minelli Eliana Alessandra
Autorizzazione per la consultazione: NO
Le tesi si possono consultare unicamente in sede
Out Of Home advertising is the oldest method of mass communication. To date, despite the constant change that brings media such as social media, newspapers, and television to be often identified as intrusive and ignorable forms of advertising, out-of-home advertising thanks to automation is seen as an innovative solution. External communication companies thus find themselves in a context of technological transformation. The literature identifies Digital Out Of Home as a medium whose future looks prosperous, and scholars agree that the modern out-of-home advertising industry is very different from the traditional out-of-home communication industry as it has entered the digital age. However, the literature lacks in the analysis of the challenges and business changes resulting from digital transformation. In this context, this thesis paper aims to investigate the organizational changes that enable companies to remain competitive in the market and improve the experience offered to customers. The analysis is contextualized in the transformation that is taking place in Clear Channel Italia and, through an in-depth study of the origins and characteristics of action, the variables that allow the company to maintain a prominent position in the market and to increasingly improve its performance were identified. With the information gathered from the interviews conducted in the Milan office and through the presentation of an empirical case, it was shown how the challenges of digitalization arise in terms of organizational changes within the corporate culture, processes, and are reflected in the future trends and direction of the company. The paper demonstrates how Digital Transformation within Clear Channel Italy is not only about the process of digitalization of products, but about the evolution of the company as a whole. The latter is identified as a functional response to change in order to maintain the concept of organizational well-being, but it is for all intents and purposes a real opportunity that involves greater strength, greater speed of response to market needs and an increase in the effectiveness of communication. In conclusion, the message that emerges from the study identifies the dynamic nature of Digital Out Of Home as an enabler for infrastructure development and refinement, and it is clarified how companies in the OOH market will increasingly be subject to the need to enhance skills for consolidation and integration of emerging technologies into existing media planning systems.
