La publicidad interactiva en España: inversión y análisis del entorno publicitario

Abstract

In little more than a decade the Internet has become the largest advertising medium in the relevant markets. The article discusses some of the most relevant facts in the study of the economics of interactive advertising, primarily from the perspective of advertising management. In this regard, two facts are very significant: the steady increase of new advertising spots and the imbalance between investment in advertising and audience medium. Finally, from the standpoint of planning, new strategies in advertising management are suggested.