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...

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Main Authors: Daniel Zomeño, Rocío Blay-Arráez
Format: Article
Language:English
Published: MDPI AG 2021-09-01
Series:Journalism and Media
Subjects:
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.
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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
work_keys_str_mv AT danielzomeno nativeadvertisingtheformatsandtypesofcontentmostdemandedbybrandsinthespanishmedia
AT rocioblayarraez nativeadvertisingtheformatsandtypesofcontentmostdemandedbybrandsinthespanishmedia