Abstract
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.
Highlights
Digitisation has emerged as the main factor reconfiguring the processes, tools and ways of dealing with both documentary and journalistic information (Salaverría 2010, p. 439)
One contribution of this research is to provide a classification of the formats and content normally used by branded content departments in the Spanish media
We are aware that sometimes the terms “format” and “content” are used interchangeably, but this is a reflection of a degree of confusion detected in the sample of interviewees, as they do not differentiate between what is a format and what is a type of content
Summary
Digitisation has emerged as the main factor reconfiguring the processes, tools and ways of dealing with both documentary and journalistic information (Salaverría 2010, p. 439). Henry Jenkins associates the word convergence with technological, industrial, cultural and social change, as well as with the new relationships being forged between media, audiences and media products in contemporary society. This media convergence involves the flow of content across multiple media platforms, combining languages and traditional media in an interactive format (Rigo 2016). Media consumption habits are constantly changing in line with the use of new technologies, requiring new approaches to journalistic practice. This has led to profound changes in the companies that run media outlets (Hogh-Janovsky and Meier 2021; Drula 2015)
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