Nuevos medios publicitarios: la influencia del mundo digital en la planificación de medios


  • Olga Solanas García
  • Glòria Carreras Margineda


(new) advertising media, media planning, digital planning, digital media, media audience, internet advertising, digital television, TDT, media consumption, media agencies, digital technology, communication media, digital environment, media panorama, media efficiency, liquid content, on-off media, interactivity, television scenario, advertising investment, advertising activity, future of the media, media trends


Technology has changed the rules of the game. The arrival of digital has come to alter the fundamental pillars of marketing. The rapid increase of the digital offer has managed to challenge the conventional, established (analog) media, and in particular television, print media and exterior media. The eruption of the digital media is a milestone, and never before had a medium reached so many people in such a short time. In this paper we analyze technological development in the field of the internet and digital television in Spain. Then, we identify the primary consequences for media consumption, the reaction of advertisers, and the process of adaptation led by the media themselves, especially in the area of commercialization. Finally, we confront the role of media agencies, faced with this new panorama of drastic changes.


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How to Cite

Solanas García, O. ., & Carreras Margineda, G. . (2011). Nuevos medios publicitarios: la influencia del mundo digital en la planificación de medios. Tripodos, (28), 63–82. Retrieved from




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