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Evolución de la publicidad en diarios digitales: análisis comparativo

June 2, 2017 | Autor: J. Fondevila-Gascón | Categoría: Communication, Media Studies, New Media, Journalism, Social Sciences, Internet Studies, Social Networking, Digital Media, Advertising, Mass Communication, Internet research methods, Citizen Journalism, Social Media, Advertising and Media, Media, Online Journalism, Internet Marketing, Marketing & Advertising, The Internet, Social Media Marketing, Online Advertising, Mass media, Mass Communication and New Media, Journalism Studies, Marketing Communications, Newspapers and online journalism, Journalism And Mass communication, Advertising and Marketing Communications, Broadband Society, Cloud Journalism, Sociedad De La Banda Ancha, Internet, Internet Studies, Social Networking, Digital Media, Advertising, Mass Communication, Internet research methods, Citizen Journalism, Social Media, Advertising and Media, Media, Online Journalism, Internet Marketing, Marketing & Advertising, The Internet, Social Media Marketing, Online Advertising, Mass media, Mass Communication and New Media, Journalism Studies, Marketing Communications, Newspapers and online journalism, Journalism And Mass communication, Advertising and Marketing Communications, Broadband Society, Cloud Journalism, Sociedad De La Banda Ancha, Internet
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Descripción

Digital advertising remains the main source to the media on the Internet, despite the evolution of more structural formulas like paywalls, partial or full. As reality that will endure over time, it is essential to analyze its features, which facilitates decision making of the newspaper company and the content production phase. The results of a comparative empirical study of digital advertising in www.elmundo.es and www.ara.cat, Spanish and Catalan reference newspapers, are presented. We observe the preferential use of banner and box ad as the main ad formats and a predominance of logo and text in the multimedia options.
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