El debate de la medición digital: una piedra en el camino para la consolidación de la inversión publicitaria/Digital advertising measuring under suspiction: a lack of standards

The incomes which arise out from the digital distribution of the press are still reduced. This situation is a fact despite the number of readers, the multiplication of possibilities within the advertising formats, the capacity of measuring the Return On Investments (ROI) on digital media and the uni...

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Bibliographic Details
Published inPensar la publicidad Vol. 9; p. 47
Main Author Espínola, Lidia Maestro
Format Journal Article
LanguageSpanish
Published Madrid Universidad Complutense de Madrid 01.01.2015
Subjects
Advertising
Business metrics
Electronic publishing
Online advertising
Return on investment
Revenue
Studies
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Summary:The incomes which arise out from the digital distribution of the press are still reduced. This situation is a fact despite the number of readers, the multiplication of possibilities within the advertising formats, the capacity of measuring the Return On Investments (ROI) on digital media and the unification of the criteria for measuring audiences since 2012. For these reasons, mass media cannot make digital migration profitable. Audience, as a bargain chip in the marketing of advertising space, has lost its value despite the return on investment offered. This paper describes this problem and those changes made before and after the "end of the debate about audience measurement" in order to add value to digital advertising spaces. Particularly, the case of online newspapers in analysed and discussed due to its high number of readers and the low incomes perceived.
ISSN:1887-8598
1989-5143
DOI:10.5209/rev_PEPU.2015.v9.52312