Evolución de la publicidad en diarios digitalesanálisis comparativo

  1. Jordi Botey López 1
  2. Eva Santana López
  3. Josep Rom Rodríguez
  4. Joan Francesc Fondevila Gascón 2
  5. Pedro Mir Bernal
  1. 1 Universitat RamonLlull
  2. 2 Universitat Pompeu Fabra
    info

    Universitat Pompeu Fabra

    Barcelona, España

    ROR https://ror.org/04n0g0b29

Book:
La comunicación del presente: más allá de las pantallas
  1. Fernando Sabés Turmo (coord.)
  2. José Juan Verón Lassa (coord.)

Publisher: Asociación de Periodistas de Aragón

ISBN: 978-84-87175-53-4

Year of publication: 2016

Pages: 55-66

Type: Book chapter

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Abstract

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

Data source: Dialnet