Treatment of digital advertising in the online press in the Community of Madrid according to geographical character [Tratamiento dela publicidad digital en prensa online en la Comunidad de Madrid según el carácter geográfico]

Abstract

This study focuses on the degree of influence that the geographic nature of the advertiser may have on the origin, format and typology of its online advertising. Focusing on one location, the headquarters of the Camilo José Cela University in Madrid, the online advertising of four of its leading digital newspapers was studied for 15 days and, after classifying the advertisements according to whether they are from international, national or local companies, their origin, format and type of advertising were studied. The results of this study show the different behaviour of digital advertising depending on the geographic nature.