The New Media Landscape

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Beginning in the 1990s, Internet advertising augmented the set of communications tools that marketers had used for decades: television, radio, print, and outdoor. “New” media channels have rapidly expanded to include paid search advertising, customer-generated blogs, social networking, mobile marketing, video game advertising, and others. Although the “old” media are not disappearing—and, in some cases, are flourishing—it is clear that most major marketers are shifting their budgets into online media categories.

Co-chaired by Professor Julián Villanueva of the IESE Business School, this conference will bring the current thinking of both business and academia to bear on three key questions: How is the media landscape changing? What is the current state-of-the-art for assessing the ROI of new media? How are the new media forms being integrated?