Native Advertising—The Formats and Types of Content Most Demanded by Brands in the Spanish Media
Media convergence and the incorporation of new narratives typical of the consumption habits of younger audiences in the social media environment have led to the proliferation of a wide variety of formats and types of content in the media ecosystem through which the editorial content offered to brand...
Main Authors: | , |
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Format: | Article |
Language: | English |
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MDPI AG
2021-09-01
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Series: | Journalism and Media |
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Online Access: | https://www.mdpi.com/2673-5172/2/4/32 |
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author | Daniel Zomeño Rocío Blay-Arráez |
author_facet | Daniel Zomeño Rocío Blay-Arráez |
author_sort | Daniel Zomeño |
collection | DOAJ |
description | Media convergence and the incorporation of new narratives typical of the consumption habits of younger audiences in the social media environment have led to the proliferation of a wide variety of formats and types of content in the media ecosystem through which the editorial content offered to brands is being distributed. This qualitative research, using in-depth interviews with a qualified sample of branded content managers from the main Spanish media, allows us to determine the main characteristics of the native advertising demanded by advertisers. The results corroborate observations that content channelled through more sophisticated consumption experiences, using both multimedia and interactivity with a clear transmedia approach, tends to be better received by the audience and, therefore, in greater demand by brands. It also confirms that both video and social media formats have grown exponentially when it comes to providing an outlet for branded content. Based on the results obtained, a proposed classification of these products, including definitions, has been drawn up so they can be publicised to the professional world, offering the reflection and precision that their rapid development has not allowed until now. |
first_indexed | 2024-03-10T03:46:55Z |
format | Article |
id | doaj.art-72fd43981441429e8fba9d5e6d3c9eb2 |
institution | Directory Open Access Journal |
issn | 2673-5172 |
language | English |
last_indexed | 2024-03-10T03:46:55Z |
publishDate | 2021-09-01 |
publisher | MDPI AG |
record_format | Article |
series | Journalism and Media |
spelling | doaj.art-72fd43981441429e8fba9d5e6d3c9eb22023-11-23T09:06:26ZengMDPI AGJournalism and Media2673-51722021-09-012452954410.3390/journalmedia2040032Native Advertising—The Formats and Types of Content Most Demanded by Brands in the Spanish MediaDaniel Zomeño0Rocío Blay-Arráez1Department of Communication Sciences, School of Humanities and Social Sciences, Jaume I University, 12006 Castelló de la Plana, SpainDepartment of Communication Sciences, School of Humanities and Social Sciences, Jaume I University, 12006 Castelló de la Plana, SpainMedia convergence and the incorporation of new narratives typical of the consumption habits of younger audiences in the social media environment have led to the proliferation of a wide variety of formats and types of content in the media ecosystem through which the editorial content offered to brands is being distributed. This qualitative research, using in-depth interviews with a qualified sample of branded content managers from the main Spanish media, allows us to determine the main characteristics of the native advertising demanded by advertisers. The results corroborate observations that content channelled through more sophisticated consumption experiences, using both multimedia and interactivity with a clear transmedia approach, tends to be better received by the audience and, therefore, in greater demand by brands. It also confirms that both video and social media formats have grown exponentially when it comes to providing an outlet for branded content. Based on the results obtained, a proposed classification of these products, including definitions, has been drawn up so they can be publicised to the professional world, offering the reflection and precision that their rapid development has not allowed until now.https://www.mdpi.com/2673-5172/2/4/32native advertisingformatscontent typologymedia convergencemediainfotainment |
spellingShingle | Daniel Zomeño Rocío Blay-Arráez Native Advertising—The Formats and Types of Content Most Demanded by Brands in the Spanish Media Journalism and Media native advertising formats content typology media convergence media infotainment |
title | Native Advertising—The Formats and Types of Content Most Demanded by Brands in the Spanish Media |
title_full | Native Advertising—The Formats and Types of Content Most Demanded by Brands in the Spanish Media |
title_fullStr | Native Advertising—The Formats and Types of Content Most Demanded by Brands in the Spanish Media |
title_full_unstemmed | Native Advertising—The Formats and Types of Content Most Demanded by Brands in the Spanish Media |
title_short | Native Advertising—The Formats and Types of Content Most Demanded by Brands in the Spanish Media |
title_sort | native advertising the formats and types of content most demanded by brands in the spanish media |
topic | native advertising formats content typology media convergence media infotainment |
url | https://www.mdpi.com/2673-5172/2/4/32 |
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