Digitalization as the axis of transforming the Spanish media agencies

  • Ramón Francisco Martín Guart Departamento de Comunicación Universidad Pompeu Fabra
  • José Fernández Cavia Departamento de Comunicación Universidad Pompeu Fabra
DOI: https://doi.org/10.5209/rev_PEPU.2012.v6.n2.41243
Keywords: Media agencies, digitalization, media planning, advertising, internet

Abstract

The media environment is changing owing to circumstantial and structural reasons, highlighted among them the technological revolution and the consolidation of internet as a media of communication. Media agencies should rethink their business model and incorporate some new metrics, for example, the iGRP that justify online investments with the same arguments used in other media.

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Published
2013-01-21
How to Cite
Martín Guart R. F. y Fernández Cavia J. (2013). Digitalization as the axis of transforming the Spanish media agencies. Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias, 6(2), 427-445. https://doi.org/10.5209/rev_PEPU.2012.v6.n2.41243
Issue
Vol. 6 No. 2 (2012)
Section
Articles

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