Integración de los mensajes comerciales y el contenido editorial en la prensa digitalpublicidad nativa

  1. Maestro Espínola, Lidia 1
  2. Cordón Benito, David 1
  3. Abuín Vences, Natalia 2
  1. 1 Universidad International de La Rioja
  2. 2 Universidad Complutense de Madrid
    info

    Universidad Complutense de Madrid

    Madrid, España

    ROR 02p0gd045

Journal:
Pensar la publicidad: revista internacional de investigaciones publicitarias

ISSN: 1887-8598,  1989-5143

Year of publication: 2019

Issue Title: Bauhaus: publicidad, diseño y fotografía cien años después (1919-2019)

Issue: 13

Pages: 209-226

Type: Article

DOI: 10.5209/PEPU.65027 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Pensar la publicidad: revista internacional de investigaciones publicitarias

Abstract

In the face of a hyperstimulated consumer due to the impacts of brands, native advertising emerges as an integrating format for commercial messages and editorial content. Through a documentary review of the main academic research and professional reports, this article analyzes the concept of native advertising, delves into its advantages and shows the synergies that emerged between digital press headers and advertisers to benefit from this new tool. The main conclusions point to a greater effectiveness of this type of advertising as well as an increase in engagement with the consumer and satisfaction with commercially-based but non-intrusive content.

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Data source: Dialnet