La prensa digital como soporte publicitariocriterios de rentabilidad
- Maestro, Lidia
- Fernández Beaumont, José
- Mateos Martín, Concha (coord.)
- Herrero Gutiérrez, Francisco Javier (coord.)
Éditorial: Sociedad Latina de Comunicación Social
ISBN: 978-84-16458-45-5
Année de publication: 2016
Pages: 2382-2396
Congreso: Congreso Internacional Latina de Comunicación Social (7. 2015. Santa Cruz de Tenerife)
Type: Communication dans un congrès
Résumé
This communication is exposed as the arrival of internet has become the engine of change in the advertising sector. The interactive advertising market has grown at the same rate as did internet, contributing decisively to its consolidation. The advantages of digital advertising are numerous and have the advantage of being able to evaluate more adequately the return on investment in real time. This theoretical work is based on qualitative and quantitative research conducted since the arrival of Internet media companies to the unification of digital measurements. The main objective is to meet profitability criteria present in the digital sphere that no longer identify with the traditional measures of value present in the offline media.