Digital advertising in Euskadi. Online advertising-management of generalist journals of the Basque Autonomous Country

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Publicado 26-11-2020
Egoitz Epalza Lahuerta
Aitor Castañeda Zumeta
Malen Pazos Illarramendi

Resumen

This research analyses the management processes of advertising in digital journals of general information in the Basque Autonomous Country (Spain). The research shows the most demanded advertising formats for the press, as well as its business models, metrics and perspectives for the future. Researchers interviewed advertising managers of the four main press groups of the Country. The managers described the versatility of the Advertising, preferring multiscreen formats and the CPM per impressions to measure the its efficiency. They also focus on branded content as a financial source for digital newspapers, as well as advertising.

Cómo citar

Epalza Lahuerta, E., Castañeda Zumeta, A., & Pazos Illarramendi, M. (2020). Digital advertising in Euskadi. Online advertising-management of generalist journals of the Basque Autonomous Country. ZER. Revista De Estudios De Comunicación, 25(49). https://doi.org/10.1387/zer.21636
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