Branded Content in Spanish Newspapers: Concept, Organization and Challenges for the Journalists Involved

Spending on digital advertising is currently being allocated primarily to social networks and technological platforms that are more effective at segmentation and offer the scalability that advertisers want. Media outlets have responded by introducing new advertising formats that are more qualitative, such as branded content and native advertising, that differentiate them from the aforementioned technological platforms and add more value than display advertising. The aim of this paper is to analyze how the teams that create branded content are structured at six journalistic organizations in Spain (El Pais, Prensa Iberica, Vocento, El Confidencial, 20 minutos and El Espanol). Semi-structured interviews with the individuals responsible for this new advertising alternative were used to analyze how they view this new format, how they are structured, and what ethical and professional challenges they face. The results indicate that branded content has gained importance in the internal structure of media outlets in the form of three models (semi-autonomous, autonomous and basic), and that the professionals involved have embraced this strategy, which has been questioned in the academic arena. Interviewees pointed out that by inserting an appropriate disclaimer in these formats, the credibility of the journalistic brand is not endangered. They believe that branded content and native advertising will become fundamental pillars for their business models.