Online advertising in digital generalists daily newspapers in Cape Verde and Angola

Formats, distributions and frequencies on the homepages and typologies of interactivity

Abstract

This article is a comparative study of online advertising on the homepages of Cape Verde and Angolan generalist newspapers. Specifically, it aimed to understand the dynamics, the types of formats present on the homepages of the newspapers analyzed, how they are organized, the types of interactivity they provide to users, and the frequency levels of each format appearing in the studied newspapers. Empirical evidence suggests that the potential of the Internet as an interactive platform for advertising is scarcely explored by Cape Verde and Angolan advertisers. The ads are static, reactive, and non-interactive, and the level of interactivity that the formats provide to the online community is low. There is a predominance of traditional online advertising formats. Additionally, although more online advertising formats were identified in Angolan newspapers in terms of quantity, in Cape Verde, there is more diversity and specificity in terms of format production. It is imperative and urgent to invest in available market technologies and well-prepared professionals endowed with creativity, to produce large-scale online advertising formats, taking advantage of all the potentialities of the Internet, providing a greater degree of interactivity, dynamism, and engagement with the targeted audience and online ads.