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

Dados Bibliográficos

ID12623258
AutoresNatalia Papí Gálvez (0000-0002-4871-1691, autor correspondente), Natalia Papí-Gálvez
Ano2015
Volume24
Fascículo3
Páginas301-301
Data de publicação2015-06-02
Open AccessSim
TipoARTICLE
PeriódicoEl Profesional de la Informacion (JOURNAL)
Identificadores do periódicoISSN: 1386-6710 • E-ISSN: 1699-2407
EditoraEdiciones Profesionales de la Informacion SL (PUBLISHER)
DOI10.3145/epi.2015.may.10
OpenAlexW1499380156
IdiomaES
Citações recebidas5
Referências 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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