BRAND CONTENTS: A TAXONOMIC PROPOSAL

For its part, advertainment seeks to offer the user advertising stories that inform and/or entertain, usually in paid media. [...]in native advertising, the audience of a support is paid for and a pre-existing commercial message is adapted to the planned space, while, in branded content, the audience is created expressly for said content and the message itself is the means to converse with the audience. 4. [...]the quality of contents is the main strategy of recruitment in social networks, which will simultaneously segment the public through theming, which has become the central axis of any marketing strategy in social networks. 5.CONCLUSIONS With the bibliographic review, we have been able to verify that the use of brand contents by advertisers is not a fad, but instead it represents a new approach that demonstrates the need to find a sustainable future for advertising communication (Regueira, 2014, p.36). [...]we propose that the term advertainment be associated with advertising actions that provide the user with information and/or entertainment, inserted in both online and offline media, but the advertising objectives of which are more related to certain products and/or services. [...]given that they are advertising actions in online media, appvertising, tabvertising, fashion films and advergaming can also be considered advertainment, since they are carried out at an advertising level and, from our proposal, advertainment includes actions in both digital and offline media.