Espirales. Revista multidisciplinaria de investigación científica, Vol. 8, No. 49

April - June 2024 e-ISSN 2550-6862. pp 73-89

DOI https://doi.org/10.31876/er.v8i49.865

Effectiveness of aerial video with the use of drones as an

advertising tool in the social events segment

Efectividad del video aéreo con uso de dron como herramienta de

publicidad en el segmento de eventos sociales

Alex Carlos Rendon Alin*

Mónica Fuentes Manzaba*

David Toscano Alin*

Manuel Campozano Aguirre*

Received: January 09, 2024

Approved: March 11, 2024

Abstract

Today the subject of drones is widely studied in different contexts,

however, in the advertising field, there are not too many records,

although in certain advertising companies already use this system of

drones to capture aerial images, for this reason it was presented as a

general objective: To analyze the effectiveness of the use of drones

as an advertising tool in the segment of social events; to carry out this

objective we proceeded to conduct a mixed type research, using

surveys and interviews; among the main results it is presented that

72% perceive drones as an advertising tool in events while 54% would

use it in this context for technological innovation; the study concludes

that the use of drones is effective as an advertising tool in the

segment of social events.

Keywords:

Drones, SMEs, advertising, social events.

* MsC. University of Guayaquil,

Alex.rendona@ug.edu.ec,

https://orcid.org/0000-0002-5499-9644

* MsC. University of Guayaquil,

monica.fuentesm@ug.edu.ec,

https://orcid.org/0000-0002-8803-4197

* MsC. Universidad Laica Vicente Rocafuerte,

div_d@hotmail.com, https://orcid.org/0000-

0001-7369-9500

* MsC. University of Guayaquil,

manuel.campozanoa@ug.edu.ec,

https://orcid.org/0000-0002-9060-8444

Alex, R., Mónica, F., David, T.

Manuel, C. (2024) Efectividad del

video aéreo con uso de dron como

herramienta de publicidad en el

segmento de eventos sociales.

Espirales Revista Multidisciplinaria

de investigación científica, 8 (49),

73-89

Effectiveness of aerial video with the use of drones as an advertising tool in the social events segment.

Espirales. Revista multidisciplinaria de investigación científica, Vol. 8, No. 49

April - June 2024 e-ISSN 2550-6862. pp 73-89

Introduction

Today, technology has advanced extensively in all aspects a t a social level, it is clear that,

at present, the Internet has changed the communication process, to the point that

companies seek to be at the forefront to make the most of emerging technologies, such

as drones. These devices are used for photography and other purposes, one of which is

delivery services, and even within film, where this technology is used to capture images

that were almost impossible through traditional means. Future developments in this

technology will be useful in a variety of specialties in the coming years, from surveillance

and human rescue to advertising.

Drones are one of the technological trends that have greater presence nowadays. It

comes with a built-in camera that allows you to photograph as well as record everything

from various points that are not possible from the ground. Drones can be lifted to a

certain point, fly at a certain height and distance, are remotely controlled and tend to

vary greatly in their design, generally resembling multi-propeller mini helicopters.

Although originally developed for military purposes, its use as a weapon of war has

spread to all disciplines. It is now used in many different fields, such as agriculture,

border surveillance, emergency situations, as well as in research for biological purposes

and the field of advertising communications.

Consequently, analyzing the use of drones as an advertising vehicle allows us to see the

benefits of these resources in the advertising sector, thus providing the opportunity to

define the procedures and rules to follow to carry out this type of business.

According to this premise, the study has its raison d'être in how little explored is the use

of drones within the advertising context, seeking to demonstrate the effectiveness of its

use within a defined advertising segment; in order to achieve the stated objective we

proceeded to manage everything by chapters, The first chapter encompasses the

problem statement and emphasizes the need to keep the subject updated with regard

Resumen

Hoy en día el tema acerca de los drones se encuentra ampliamente

estudiado en diferentes contextos, no obstante, en el ámbito

publicitario, no hay demasiados registros, aunque en ciertas

empresas de publicidad ya se use este sistema de drones para captar

imágenes aéreas, por este motivo se presentó como objetivo

general: analizar la efectividad que tiene el uso de drones como

herramienta publicitaria en el segmento de eventos sociales; para

llevar a cabo este objetivo se procedió a realizar una investigación de

tipo mixta, utilizando encuestas y entrevistas; entre los principales

resultados se presenta que un 72% perciben a los drones como

herramienta publicitaria en eventos mientras que el 54% lo utilizarían

dentro de este contexto por innovación tecnológica; el estudio

concluye que el uso de drones es efectivo como herramienta de

publicidad en el segmento de eventos sociales.

Palabras clave:

Drones, Pymes, publicidad, eventos sociales.

Alex Carlos Rendon Alin, Mónica Fuentes Manzaba, David Toscano Alin, Manuel Campozano Aguirre

Espirales. Revista multidisciplinaria de investigación científica, Vol. 8, No. 49

April - June 2024 e-ISSN 2550-6862. pp 73-89

to technological progress in this chapter the justification is presented and the feasibility

of the research is determined.

Currently the advertising industry continues to search for new ways to perform the

activity, which can communicate ideas that represent products, such as videos of events

using drones, through cutting-edge technology that facilitates taking pictures and

videos that normally can not be done by a cameraman, especially when required to

visualize larger areas. For this reason, exploring new contexts and new ways of

representing products at the advertising level can be a challenge when there is not much

information about the new techniques and methods to be used. While it is true that the

advertising industry is based on creativity, the use of new technology can be risky

because it requires a lot of knowledge and research to determine whether or not an idea

is viable in the local market.

People's lack of knowledge about this type of technology limits the capabilities of

drones. In the advertising field, it is very rare to see these devices and very rare to see

drones in action. In general, at the national level, this technology is limited to the

exclusive use of photos and videos in large events and private parties, so the field has

been privatized in a more exclusive way, limiting it to those who can afford it.

The disadvantage of this technology is that the cost of acquiring professional equipment

is often high. Not all drones are designed with care in transporting and handling print

media, and weather conditions can cause this. However, this does not mean that drones

are useless for this type of business. As with any promotional tool, there are

disadvantages. However, it is best to point out that drones are eye-catching and useful

when: And that a foray into the world of advertising can make a big difference when it

comes to presenting an advertising medium, be it a brand or a product.

The use of drones as an advertising tool, can be seen as an opportunity in this niche

industry because it would facilitate access to this technological resource that until today

remains inaccessible to some people, besides taking into account that everything is

constantly advancing, so the advertising sector would benefit from methods and

strategies out of the ordinary that revitalize the segment of social events and even other

sectors.

The research seeks to evaluate how effective are the aerial images directed to the

advertising task and captured through drones in advertising. In this sense, it becomes

important to innovate with cutting-edge technology to promote a brand, product or

service, in social events, and even tourist sites or strategic points for different brands,

thus ensuring that it is a topical issue and of theoretical relevance.

From the social point of view, this study is relevant because it will allow to know the

reality of society through the use of aerial images and a deeper exploration of new

technologies applicable to advertising through the use of drones, improving the

prospects for entrepreneurs and businesses of photography and advertising within the

segment of public and private social events, and thus to obtain profits and greater

profitability in their businesses.

Effectiveness of aerial video with the use of drones as an advertising tool in the social events segment.

Espirales. Revista multidisciplinaria de investigación científica, Vol. 8, No. 49

April - June 2024 e-ISSN 2550-6862. pp 73-89

At the methodological level, the research is relevant because all the guidelines for data

and information collection are followed, in addition to maintaining ethical guidelines for

working with professionals who handle drones and make aerial images, as well as the

collection of information on people who are customers or potential customers. At the

same time, it serves as a basis for other researchers to propose new methodological axes

to follow and make new proposals on the subject.

Advertising originated in 400 B.C. and to this day continues to be reformulated as a

scientific activity. Studies on the historical development of advertising indicate that in its

beginnings people did not know how to use this technique to handle public

announcements; rather, efforts were made to ensure that the announcements were

handled publicly and had the desired impact. For this purpose, it was very common,

especially in Greece and Rome, to hire the services of heralds and praecones

respectively, who were at the service of kings when they needed to send messages or

announcements to the population.

The town criers were considered publicists of the time because they were located in

public spaces to transmit by voice the announcements and messages of the kingdom.

Later they were disappearing as messengers because they began to use posters in

public spaces of high concurrence and also various media that helped the massification

of information; for this reason, the context that has been given currently to advertising

stands out greatly within the daily activities of human beings. (Sánchez M. , 2018).

There are different definitions by different authors, with the proposal of the author Fanjul

standing out. (2019) who states "Advertising is a communication process, based on

persuasive strategies transmitted through mass and/or selective media where the

advertiser aims to inform and influence the behavior of the receiver" (P.13). It is worth

noting the author's position when mentioning that it is a process to influence the

behavior of the receiver, placing this definition within the current trends where

advertising, more than an obligation from a historical context, has become a service to

offer, to motivate the consumer to purchase other services or products .

According to the above, the purpose of advertising is to attract customers and for this

purpose the potential customer must be persuaded so that the advertisements find their

raison d'être, i.e. to motivate people to act, to buy a certain product or the need for a

particular service, and even to motivate the electorate for a certain political sphere. This

shows that in all campaigns or actions with advertising purposes there are persuasive

elements that can be built through the use of various techniques.

In accordance with the stipulations, it is considered necessary to define theoretically one

of the functions of advertising, such as communication, contextualized within the

advertising task. First, Bergoña (2018) is based more on a definition attached to what

communication implies, indicating that advertising is considered as a communicational

process because there are components that make up the communicative system: sender,

receiver, message and channel, becoming in this case an advertising message, for this

uses the various media, with the intention of generating an impact on the different

consumers, who play the role of receivers.

Alex Carlos Rendon Alin, Mónica Fuentes Manzaba, David Toscano Alin, Manuel Campozano Aguirre

Espirales. Revista multidisciplinaria de investigación científica, Vol. 8, No. 49

April - June 2024 e-ISSN 2550-6862. pp 73-89

On the other hand, Rodriguez (2018)as in the previous definition, takes into

consideration the components of the communicative system sender, receiver and

message, which in advertising terms encompasses it as advertiser, advertiser and

consumer; leaving in evidence, that advertising is not apart from the communicative

processes converging even with the factors that compose it, establishing clear

guidelines on advertising as a modern communicative medium.

From a general perspective proposed by González (2019) it is considered that the

advertising strategy is based on the definition of objectives and purpose by the

organization or brand, which seeks to announce the right way to do it, likewise solve a

need through the use of advertising, on the other hand is the reason, being in some

cases to establish a positioning, or modify the consumption behavior in the final

recipient of the advertising message, i.e. to potential customers for whom the

advertising of the brand, product or service is directed.

According to the literature reviewed, two strategies proposed by Cumpa and Lucero

(2020) stand out. (2020)which highlight the emergence of development advertising

strategies. One of these strategies is the extensive one, whose purpose is to conquer

new consumers. On the other hand, there are intensive strategies that seek to make

current customers modify their consumption behavior by increasing it, i.e. increasing

sales per person.

Taking i nto account the historical context of a d v e r tising, i t can be seen that, t h roughout

history, it has evolved from simple posters or announcers, announcers and others to

become what it is today, that is to say, to coexist with advertising every day. It is

considered relevant and necessary to establish a classification of advertising, such as the

one proposed by Peiró (2020):

Direct mail includes direct marketing activities, i.e. all those elements designed for the

customer in particular. This system uses two working tools: telephone and direct mail.

(Larios, 2020).

Point-of-sale advertising includes all advertisements created by manufacturers and

retailers to differentiate products in the store and, at the same time, drive sales. Here

you can advertise through furniture, products, signage, and other informational

elements (Lemache, 2018).

Drones are one of the most useful inventions of recent times, allowing them to travel

long distances operated from a distance, for a variety of purposes, such as transporting

pharmaceuticals to hard to reach places, agriculture, capturing scenic moments and

video recreations in development fields, measuring marine areas, mountain ranges,

exploration, advertising activities and performing various activities currently in use.

(Cordoba, 2022).

The first drones appeared in 1907, created by the inventors brothers Jacques and Louis

Bréguet, four people were needed to stabilize it and achieve the flight that barely

reached an altitude of two feet above the ground. In 1917, a pilotless airplane was

managed by radio, the objective was to act as a bomb, but it was never used as such.

Effectiveness of aerial video with the use of drones as an advertising tool in the social events segment.

Espirales. Revista multidisciplinaria de investigación científica, Vol. 8, No. 49

April - June 2024 e-ISSN 2550-6862. pp 73-89

However, it opened more doors in the military sector. In World War II, the German

military used them to sink ships by remote control, precision guided weapons. Advances

in the 1960s made it possible to reduce the cost of this equipment with miniaturized

components, finding new opportunities in different industries. Despite the fact that the

progress seemed to be rapid in technology (Puente, 2020).

The use of drones is on the rise in different markets; however, it should be noted that

these equipment, at present, have become an important tool in the workplace for

difficult access sites and / or to achieve a visual communication impact.

The proper terminology for Drone, determined by "The International Civil Aviation

Organization (ICAO) recognizes UA/UAS and RPA/RPAS as official terms." (Estrada,

2018). These are small unmanned aircraft, but if piloted remotely, having miniaturized

components allowing to have range and replacing human participation, without being

affected in high-risk areas. Having a great development in new services and projects. It

is estimated that by the end of 2017, three million RPAS had been produced for Civilian

use in the World. (Estrada, 2018).

The market for this type of devices is very wide. Depending on the type of wings:

Fixed Wing Drones: They are very similar to regular airplanes.

MultiRotor Drones: They have different classifications, depending on how many

propellers they need, such as the Quadricopter (4 rotors with propellers), the Hexacopter

(6 propellers) and even from 8 propellers onwards.

According to Control method we have:

• Autonomous: It does not need to be monitored by someone, it is guided by its

own instincts.

• Monitored: In this case if it is necessary that someone is watching the device, the

drone directs its own flight plan, but the human technician, although not directly

controlling the controls, can decide what action to perform.

• Supervised: An operator is in charge of piloting it, although it can be done

automatically.

• Pre-programmed: Follows flight plan, without being able to make any changes

afterwards

• Remotely Controlled: Controlled by a technician by means of a console

• The drone currently has different ways of being used, from commercial proposals

to think of using them for natural disasters. Attractive for its design, it has the

latest technology cameras, GPS system and sensors of all kinds.

More and more areas of the commercial sector are benefiting from this tool, which offers

many advantages when photographing or shooting from specific angles that are not

normally possible with ground photographers. Drones have not only contributed to the

world of photography and film, but have also made inroads into the advertising industry.

(Anagrama Comunicación & Marketing, 2019).

Alex Carlos Rendon Alin, Mónica Fuentes Manzaba, David Toscano Alin, Manuel Campozano Aguirre

Espirales. Revista multidisciplinaria de investigación científica, Vol. 8, No. 49

April - June 2024 e-ISSN 2550-6862. pp 73-89

In today's scenario, advertising is replete with messages and influences presented by

different brands and is often demanding to reach consumers effectively. Competition is

increasing and, with the help of analytics, advertising campaigns are becoming more

personalized (Diaz, 2019).

Industry innovation has required the introduction of new forms of advertising. This is why

the idea of using new technologies such as drones was born. While these are new

marketing platforms, already used in different sectors of the economy, the world of

advertising still presents a certain amount of drawbacks when combined with laws

governing privacy and sovereign airspace. (Diaz, 2019).

In order to understand the use of this technology today, it is important to establish a

timeline from its appearance, which will offer a more complex perspective of its use than

the one referred to today; moreover, a historical basis favors the understanding of its

evolution until today.

The early developers of aviation in general originally developed these aircraft to create

scale models of their inventions. British inventor Cayley successfully performed the first

unmanned flight in 1809, and from unmanned gliders to manned gliders, the feat was

repeated around the world. The first work of the latter type was that of the Wright

brothers in the United States in 1903.

Wars have been terrible and violent times for mankind, but in the case of DRONES, as

in other technologies, it has been in these war events where the greatest advances have

been developed.

Thus, a series of inventions arose around the world, and applied to these aircraft, further

developments, such as the "tele-automation" invented by the great inventor Nikola

Tesla in h i s "design-in", the device to be used in the coming war was born. 1970 was

1912 and is considered the father of cruise missiles and unmanned aviation.

During World War I (1914-1918), drones advanced in self-stabilization, remote control

and autonomous navigation. In 1916, Elmer Sperry and Cooper Hewitt adopted Tesla's

ideas and developed the first autopilot based on the development of unmanned

vehicles. As can be seen from the collected materials, the authors concluded that the

equipment that would be useful for use in these aircraft was gradually being developed

and that this was the origin of the new technology.

World War II (1939-1945) evolved the use of UAVs as mobile targets, advancing speed

and radio control systems.

During the Cold War era of the 1960s, as the innovation of jet-powered aircraft

continued to advance in speed and range, it was also the time when cameras were

installed for reconnaissance missions in enemy territory. This is where the term DRON

comes from.

At that time, it was necessary to wait for the DRON to return to its destination to be

able to publish the photos taken during the mission. However, it was very useful as it

Effectiveness of aerial video with the use of drones as an advertising tool in the social events segment.

Espirales. Revista multidisciplinaria de investigación científica, Vol. 8, No. 49

April - June 2024 e-ISSN 2550-6862. pp 73-89

carried out extremely dangerous missions to avoid casualties and diplomatic difficulties

if the pilots were captured in hostile territory.

As can be seen, although the application of this technology at the time was purely

military in nature, the technology has already achieved its objective as a human tool,

allowing humans to be more efficient and achieve better results.

Since then, technological advances have come to these platforms, including the

introduction of gyroplanes for unmanned helicopters carrying anti-submarine

torpedoes, GPS (Global Positioning System) navigation and satellite communications

that allow the activation of deployed radios. In addition to these technologies are the

Digital Flight Control System (DFCS), which improves navigation range and accuracy,

and Synthetic Aperture Radar (SAR), which enables flight through clouds.

It is observed, with each step that technology takes the growth of these devices in

application and utility, note that the DFCS added to GPS, are the developments that are

currently evolving in order to achieve a higher level of operational safety to allow the

inclusion of DRONES to the common airspace.

The first major producer of drones was Japan in the 1990s, with the introduction of VTOL

(Vertical Take-Off and Landing) aircraft capable of taking off and landing in a vertical

attitude, and the Yamaha R50 and RMax used for rice cultivation and farming. The

spraying represented two milestones in the history of these instruments. On the one

hand, the implementation of the first regulations related to drones, allowing their civilian

use and, on the other hand, their use outside the military field.

This decade was, therefore, the beginning of civilian use, the starting point of an

unstoppable evolutionary race of drones that went from technology for a few to easily

accessible items, and the massive purchase of drones and their consequences, which

has resulted in a lot of widespread use as. That is, to introduce a regulatory framework

that takes into account this activity.

Materials and methods

Research methods direct the type of strategy to be used in the information gathering

process. According to Sánchez et. al (2018) the methods are:

... the procedure or path to follow to achieve an end, an objective or a goal. It is a logical

process through which knowledge of things or how to do things is obtained or

discovered (p.89).

There are three scientific research methods: quantitative, qualitative and mixed. The

mixed approach, i.e. quantitative and qualitative, will be used for the development of

the research.

The advantage offered by the mixed approach to scientific research is that it provides

methodology and techniques from the qualitative and quantitative contexts whose

Alex Carlos Rendon Alin, Mónica Fuentes Manzaba, David Toscano Alin, Manuel Campozano Aguirre

Espirales. Revista multidisciplinaria de investigación científica, Vol. 8, No. 49

April - June 2024 e-ISSN 2550-6862. pp 73-89

intention is to understand the problem in a broad manner. Taking this into account, it is

possible to refer to what Hernández and Mendoza indicate. (2018)

Mixed methods represent a set of systematic, empirical research processes and involve

the collection and analysis of quantitative and qualitative data, as well as their integration

and joint discussion, in order to make inferences from all the information collected (meta-

inferences) and achieve a better understanding of the phenomenon under study (p.612).

(p.612).

The existing types of research serve to delimit the studies and guide them along a

methodological line, avoiding the creation of biases and contemplating various aspects

of the phenomenon to be studied. (Galarza, 2020).

According to Hernandez and Mendoza (2018)there are different classifications that go

according to the source, purpose and temporality, for the present study we have chosen

the following types:

Fields (2017) defines bibliographic research as:

That which uses texts (or other types of printed or recorded intellectual material) as

primary sources to obtain its data. It is not just a collection of data contained in books,

but rather focuses on innovative and critical reflection on particular texts and the

concepts raised in them. (p.17)

This type of research was used to build the theoretical framework section, at the time of

reviewing, analyzing, systematizing and distinguishing the information necessary to

theoretically support this research work.

Regarding the descriptive scope according to Hernandez and Mendoza. (2018):

Descriptive studies seek to specify the properties, characteristics and profiles of persons,

groups, communities, processes, objects or any other phenomenon that is subjected to

analysis. That is, they measure or collect data and report information on various

concepts, variables, aspects, dimensions or components of the phenomenon or problem

to be investigated (p. 108).

Once the information had been collected, the data were coded and then classified and

a database was created using MS Excel®. For the corresponding analysis of the data,

the statistical program SPSS® v. 20.0 for Windows was used.

As expressed by Hernández and Mendoza (2018) "A population is the set of all cases

that agree with the same set of specifications" (p.198).

The population to be worked on will be workers from various advertising agencies to

apply the interview, as well as # subjects who use drones on a daily basis.

The various techniques used to collect information depend on the research design,

among the ones chosen are the interview and the survey:

Effectiveness of aerial video with the use of drones as an advertising tool in the social events segment.

Espirales. Revista multidisciplinaria de investigación científica, Vol. 8, No. 49

April - June 2024 e-ISSN 2550-6862. pp 73-89

The interview is not a simple conversation between two individuals, from the point of

view of scientific research it serves to gather the necessary information about the

problem to be studied, based on this Mata (2020)defines it as "a technique for the

collection of information and data, which is carried out from a conversation whose

orientations respond to specific purposes of the study" (para. 1).

The interview focused on finding out the technical and audiovisual dimensions of drones.

From the point of view of García et al. (2016) It is defined as:

A technique that uses a set of standardized research procedures by which a series of

data is collected and analyzed from a sample of cases representative of a larger

population or universe, from which a number of characteristics are to be explored,

described, predicted and/or explained. (p. 147)

According to Troncoso and Amaya (2017) "consists of the written record of the questions

that make up the data collection instrument" (p.330).

The interview script was necessary in this aspect in order to carry out a systematized,

orderly interview, and orienting the questions to the adequate collection of information.

The questionnaire evidences closed questions with qualitative and quantitative

implications in accordance with the research approach, as well as Likert scaling was

implemented in order to find out the following indicators:

Likert-type scaling according to Hernandez and Mendoza. (2018) is defined as:

A set of items presented in the form of statements or judgments, to which participants

are asked to react. That is, each statement is presented to the subject and he/she is

asked to express his/her reaction by choosing one of the five points or categories of the

scale. Each point is assigned a numerical value. Thus, the participant obtains a score for

the statement and, at the end, his total score by adding up the scores obtained for all

the statements (p.273).

Results

As can be seen, the highest percentage of respondents ranged in age from 18 to 24

years old, followed by people over 45 years old, to a lesser extent people between 25

and 34 years old, and finally, there were people between 35 and 44 years old. On the

other hand, in Figure 2, it can be seen that the sample presents a slight majority of men

with respect to women surveyed, the benefits of the product or service offered, is mostly

considered as the most important aspect of an advertising message, in the same way it

is evident that the promotions offered with the brand are also seen as essential, on the

other hand, the details of the brand, as well as the positioning and the means of

payment, are considered relevant by a small sector of the sample surveyed.

Alex Carlos Rendon Alin, Mónica Fuentes Manzaba, David Toscano Alin, Manuel Campozano Aguirre

Espirales. Revista multidisciplinaria de investigación científica, Vol. 8, No. 49

April - June 2024 e-ISSN 2550-6862. pp 73-89

According to the data, the majority of people surveyed said that advertising is marked

with the present, because online advertising is preferred over other options that were

traditional until a few years ago, such as advertising in newspapers, or even in

audiovisual media, and outdoor billboards.

As observed in the results of the previous question, it can be seen that the advertising

considered most influential is based on the use of technology, more specifically in

devices that allow the creation of audiovisual material, responding to the need for

constant updating due to technological advances.

According to the results observed in Figure 6, most of the respondents know what a

drone is, this is associated with the socialization it has had due to its multiple uses.

According to the results shown in Figure 7, the results determine that people consider

multiple uses for drones, the main ones being the recording of videos and the taking of

aerial images, however, as far as advertising is concerned, it is still not considered

especially relevant, because very few people give it that use, according to the results

shown in Figure 8, 72% of those surveyed consider that, in social events, the use of

drones would be useful for advertising, in this case, the sample showed that it is

considered to give a different use to drones other than aerial image capture, which

would allow innovation within the advertising context, most of the people surveyed

consider that drones are useful artifacts, and that they can improve as time goes by,

Most of the people surveyed use drones due to technological innovation, followed by a

search to enter new markets, and finally, to the same extent, for practicality and

accessibility, in all aspects, technology is highlighted, so the use in advertising

considering this variable is viable, There were two characteristics that were important to

consider using within the advertising sector, firstly to have the latest generation cameras

and be practical, this would greatly facilitate the transfer and taking quality images,

likewise to a lesser extent, it is sought to be stable in flight, together with being

lightweight, this in order to achieve clearer shots to be used within the advertising sector.

What concerns the use of drones in advertising, allow to realize that the perception

regarding a specific type of drones to use in social events, are those that have the latest

generation cameras, preferring the capture of images, above other uses that can be

given as it is the promotion through floating posters or even the formation of images

with multiple drones based on a synchronized flight, this makes it clear that the high

quality images would be more profitable and practical within what is sought to achieve

within the advertising field in social events.

Conclusions

The study allows us to conclude that the advertising that is frequently used is the one

that is done through different electronic media through the Internet and spaces such as

blogs, websites and social networks, likewise, it is detailed that within the social events

the most used and influential type of advertising in the customer are those that are made

Effectiveness of aerial video with the use of drones as an advertising tool in the social events segment.

Espirales. Revista multidisciplinaria de investigación científica, Vol. 8, No. 49

April - June 2024 e-ISSN 2550-6862. pp 73-89

in audio and video, so that many materials and even souvenirs showing the image of the

product or service offered are exposed.

The study concludes that drones in the context of advertising in social events are used

to take pictures and videos in flight, these are used either to promote the brand, product

or service, as well as to take evidence to serve later as advertising using technological

innovation as a basis for the use of drones seeking to reach more customers especially

those who like technology.

According to the research carried out, it can be concluded that the advertising industry

is constantly looking to innovate, which is why the main characteristics sought are that it

has a state-of-the-art camera for capturing aerial images, as well as being practical for

easy transport and assembly, and that it is stable in flight so that it does not affect the

capture of images.

The study concludes that the use of drones as an advertising tool in the social events

segment would be effective, because it guarantees innovation using technology, seeks

to reach new customers, and exposes brands in various ways through images and videos,

which can be easily distributed using the internet and its various platforms, taking

advantage of the communication boom facilitated by social networks.

..........................................................................................................

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