From TV to online advertising: recent experience from the Spanish media

  • Authors:
  • Jorge Sueiras;Fausto Morales;Juan-Carlos Ibanez

  • Affiliations:
  • Neo Metrics, Madrid, Spain;Neo Metrics, Madrid, Spain;Neo Metrics, Madrid, Spain

  • Venue:
  • Proceedings of the 1st international workshop on Data mining and audience intelligence for advertising
  • Year:
  • 2007

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Abstract

The advance of the Internet as a competitor with traditional media (radio, TV, newspapers and magazines) is attracting advertisements, but traditional analytical tools for media planning are not directly applicable. In this paper we describe our experience in the Spanish TV domain and its evolution into the Internet arena.