Nuevos medios y empresas innovadoras. El caso de las agencias de medios

Datos Bibliográficos

ID12623258
AutoresNatalia Papí Gálvez (0000-0002-4871-1691, autor de correspondencia), Natalia Papí-Gálvez
Año2015
Volumen24
Número3
Páginas301-301
Fecha de publicación2015-06-02
Open AccessSí
TipoARTICLE
RevistaEl Profesional de la Informacion (JOURNAL)
Identificadores de la revistaISSN: 1386-6710 • E-ISSN: 1699-2407
EditorialEdiciones Profesionales de la Informacion SL (PUBLISHER)
DOI10.3145/epi.2015.may.10
OpenAlexW1499380156
IdiomaES
Citas recibidas5
Referencias citadas6

Digital media open new horizons for research and advertising strategies. Media agencies must adapt their activity to this new reality in order to continue reaching the public and take advantage of business opportunities. This article outlines how this process of assimilation of new media in advertising campaigns expands the services offered by the agencies, building the pillars so that they can be considered innovative companies. To do this, it focuses on the 10 media agencies that manage the largest share of advertising investment in Spain, according to the Infoadex ranking. These companies contribute to the ‘Innovation union’ initiative of the Europe 2020 Strategy

Business · Business administration · Digital media · Investment (military · Order (exchange · Political science · Ranking (information retrieval · Advertising and Communication Studies · Communication and COVID-19 Impact · Media and Digital Communication

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