THE NEW ADVERTISING MODELS IN NATIVE DIGITAL SPORTS MAGAZINES: THE CASE OF MARCA PLUS

Abstract

This work offers an analysis of the presence of advertising in the MARCA Plus magazine, with
characteristics defined by its condition as a digital native. Its commitment to interactivity and new
technologies, being specifically designed for mobile devices —although it can also be viewed on
computers— houses a wide range of possibilities, both in terms of content and continent. To carry
out the study, the elaboration of a data sheet of variables that allow a detailed analysis and define
the most important aspects in order to draw a series of conclusions about the commercial insertions
that this online medium manages has been taken as a reference. Among them, the predominance of
interactive ads over static ones; that most of the formats used are of their own creation; that interactive
inserts offer better results than static ones; or that the gamification strategies in the generality of the
advertising insertions have a quantifiable impact on the metrics obtained in said advertisements.