Scientific communication by Dr. Fondevila et altri in Madrid on HbbTV and interactive advertising
“Interactive advertising on HBBTV: case study” is the scientific communication of Dr. Joan Francesc Fondevila Gascón, Dr. Jordi Botey, Dr. Javier Sierra, Dr. Josep Rom and Dr. Enric Ordeix at the VI International Congress Of Audiovisual Researchers, held at the Camilo José Cela University in Madrid on 27 and 28 April 2017.
This paper empirically analyzes the impact of HbbTV on interactive television advertising campaigns based on a case study. The authors conclude that the impact on CTR (Click Through Rate) and audience interactivity is higher than with other advertising formulas.
The study corresponds to the research task of the Research Group on Digital Journalism and Marketing and Broadband and the Research Group on Innovative Systems of Monetization of Journalism, Marketing and Digital Tourism (SIMPED), CECABLE, Universitat Pompeu Fabra, Escola Universitària Mediterrani of the University of Girona and Blanquerna-Universitat Ramon Llull, and of which Dr. Joan Francesc Fondevila Gascón is the principal investigator.
