Publicidad contextual: Una alternativa de la eficacia en Internet

Abstract

We aim to analyse “interactive advertising” in Spain, particularly the format known as “contextual advertising” or “sponsored links” (including their functional and operative aspects). The speed of processes in this new form of communication and the absence of studies on the matter invite discussion, examining the special features that Internet could contribute as a marketing management tool, in that constant striving to contact a given target public. The accessibility that characterises this format -it could be called “democratic” since it can be highly effective without requiring heavy investment- and its transparency and speed in assessing results make it interesting for any organisation that considers Internet a strategic medium for commercial communication. By including the development of a real project, apart from backing up our dissertation, we are able to assess the quantitative and qualitative aspects of our subject matter.