La consolidación del mercado publicitario online como petenciador de la sociedad de la información

Resumen

Making more widespread the new technologies will facilitate the access to Internet in a faster and cheaper way, which joined with the wider use of the Web by way of mobile devices and interactive television will permit the full attainment of the Information Society. The existence of attractive online publicity not rejected by the internauts is necessary so that Internet continues being free and so that the complete implantation of the Information Society is guaranteed. Therefore, the consolidation of the online publicity market is essential to potentiate appropriately the development of the Information Society.Below an analysis centered on the most important economic aspects of the Internet publicity market is going to be carried out. In first place the business figures for this market are stated, on a worldwide scale, for the USA (a necessary reference for all Internet studies), and for Spain. Next the principal characteristics of the dotcom enterprises are stated and the most relevant advantages of online publicity are analyzed, in addition to the most used types of advertisements on the Internet. Finally, emphasis is put on the present situation of publicity via Internet in Spain and its upcoming future.