El debate de la medición digital: Una piedra en el camino para la consolidación de la inversión publicitaria

La llegada de ingresos provenientes de la distribución digital de la prensa continúa siendo reducida. A pesar de su volumen de lectores, el aumento de posibilidades dentro de los formatos publicitarios, la capacidad de medición del retorno de la inversión que ofrece el medio digital y la aparente unificación en la medición de audiencia que desde 2012 está presente en el mercado. De esta manera, los diferentes medios continúan sin conseguir rentabilizar la migración digital que cada día conlleva continuos gastos sin ofrecer beneficios. La audiencia como moneda de cambio en la comercialización de espacios publicitarios ha perdido todo su valor, pese al retorno de la inversión que ofrece. Este trabajo describe esta problemática y los cambios realizados antes y después del «fin del debate de la medición de audiencias» con el objetivo de poner en valor la venta de los espacios publicitarios digitales. En concreto se analiza el caso de los diarios digitales por su elevada lectura y sus escasos ingresos.

Video games in the classrooms: implications of a disruptive innovation to develop the Multiple Intelligences

The present study aims to identify the framework of personal, organizational and technical variables that contribute to the viability and successful of innovative educational practices with video games within the school context to enhance the multiple intelligences. For this purpose, advantage was taken on the information previously collected through a questionnaire about the views, thoughts and experiences of a group of teachers of childhood and primary education (N=25) who voluntarily participated in a blended training activity from Center of Teachers (CEFIRE) of Valencia, around a community of practice aimed at promoting and advising projects for implementing educational video games in the classroom. The mixed methodology adopted has allowed the following: a) describe the relationship between their degree of development and daily use made of ICT in the classroom, their level of familiarity with video games,  their previous experience to integrate them for educational purposes..., and their participation in projects that focus on game-based learning; b) conduct content analysis of the opinions and thoughts expressed in a forum for teachers on innovation on and methodological strategies adopted reflected in a virtual board; and c) develop a SWOT analysis: Strengths, Weaknesses, Opportunities and Threats inherent in the implementation of experience with video games in the classroom. Among the conclusions, it is highlighted that, even though most did not have specific training or enough technological resources and the planning and implementation of innovation required them a great investment of time, their personal interest, the support given by members of the online community of practice, helped to encourage their activity, along with receptivity, positive attitude and high motivation of students with the experience. These aspects have been crucial to promote successful innovative practices with video games.