Nuevos medios publicitarios: la influencia del mundo digital en la planificación de medios

• Autores: Olga Solanas, Gloria Carreras
• Localización: Trípodos, ISSN-e 2340-5007, ISSN 1138-3305, Nº. 28, 2011 (Ejemplar dedicado a: Neopublicitat), págs. 63-82
• Idioma: español
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• Resumen

  • Technology has changed the rules of the game. The arrival of digital has come to alter the fundamental pillars of marketing. The rapid increase of the digital offer has managed to challenge the conventional, established (analog) media, and in particular television, print media and exterior media. The eruption of the digital media is a milestone, and never before had a medium reached so many people in such a short time. In this paper we analyze technological development in the field of the internet and digital television in Spain. Then, we identify the primary consequences for media consumption, the reaction of advertisers, and the process of adaptation led by the media themselves, especially in the area of commercialization. Finally, we confront the role of media agencies, faced with this new panorama of drastic changes.