Abstract

Audience research is useful for advertising. It facilitates the decision making on the best advertising media to spread a campaign, although the usefulness of the data it provides also depends on the dominant communicative model. In fact, the digital and online component of the current media ecosystem precipitates a new paradigm, as it questions the traditional model of audience measurement. This article explores and describes the gathered information by the audiences studies of 23 countries, with special attention to Spain. The results are discussed in light of the demands of audience measurement of the digital world.

Abstract

Digital media open new horizons for research and advertising strategies. Media agencies must adapt their activity to this new reality in order to continue reaching the public and take advantage of business opportunities. This article outlines how this process of assimilation of new media in advertising campaigns expands the services offered by the agencies, building the pillars so that they can be considered innovative companies. To do this, it focuses on the 10 media agencies that manage the largest share of advertising investment in Spain, according to the Infoadex  ranking. These companies contribute to the ‘Innovation union’ initiative of the Europe 2020 Strategy.