Nuevos Soportes y mercados de la publicidad digital. Transiciones y experiencias

Abstract

The Internet environment and, in particular, new advertising media are involved in an accelerated process of innovation. On one hand, this paper aims to bring the economic value of the medium regarding the traditional media and, on the other hand, to analyze the real potential for self-employed entrepreneurs who are new platforms for content and advertising operation from a critical point of view since we are still immersed in the fascination of the second generation digital boom. Some cognitive bases of the perception of hybrid internet are pinpointed, so far applied to traditional media, and even without a global model we can make progress on devising realistic content. Finally, it presents a field experiment with a blog, executed over a year, allowing us to provide some data available at this time of peculiar confusion common in all revolutionary technological innovation.