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

Bibliographic Data

ID12623258
AuthorsNatalia Papí Gálvez (0000-0002-4871-1691, corresponding author), Natalia Papí-Gálvez
Year2015
Volume24
Issue3
Pages301-301
Publication date2015-06-02
Open AccessYes
TypeARTICLE
VenueEl Profesional de la Informacion (JOURNAL)
Journal identifiersISSN: 1386-6710 • E-ISSN: 1699-2407
PublisherEdiciones Profesionales de la Informacion SL (PUBLISHER)
DOI10.3145/epi.2015.may.10
OpenAlexW1499380156
LanguageES
Citations received5
References cited6

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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