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- Title
LOS DESAFÍOS DE LA NUEVA ECOLOGÍA PUBLICITARIA.
- Authors
GASCUE QUIÑONES, ALVARO
- Abstract
This article argues that the challenges that the advertising system is facing are originated from a media ecosystem shift, determined by the consolidation of platforms supported by broadband connection as is the case of Internet and mobile telephony. From this perspective the challenge is complex as it involves a restructuring of the advertising business itself, which is already affecting full service agencies, media agencies, and digital agencies themselves. In return, new sectors such as Google AdWords and Facebook Ads are concentrating year by year a growing share of the global adverstiment spending. This new reality especially impacts Iberoamerica, as technology companies such as those mentioned, unlike traditional global networks that have local offices (own or in partnership), they are entirely located in the central countries but have an universal unprecedented scope.
- Publication
Revista Prisma Social, 2016, Issue 17, p46
- ISSN
1989-3469
- Publication type
Article