Viralidad e interacción. Análisis del engagement de los diez anuncios más vistos en YouTube en España en 2016.

Given the proof changes detected in the communicative outlook in general and advertising activity storytelling has become a booming format that is progressively becoming more relevant in the branding strategy of Spanish advertisers. This article uses both the quantitative and comparative analysis of interactions and visualizations to investigate the engagement and scope of online audiovisual advertising, as well as content analysis to identify the compositional and narrative elements that contribute to its virality. The sample used is composed of the ten ads most viewed in YouTube Spain during the year 2016 according to Google and Adweek. The results show that brand stories tend to move away from commercial and advertising, to tell us stories impregnated with intangible values and it is these storytellings that encourage the feeling between brand and user. [ABSTRACT FROM AUTHOR]