Scientific communication by Dr. Fondevila et altri in Barcelona on HbbTV applications
“Interactive advertising campaigns on HBBTV: case study” is the scientific communication of Dr. Joan Francesc Fondevila Gascón, Dr. Jordi Botey and Dr. Josep Rom at the IX International Conference on Communication and Reality, held in Barcelona (Universitat Ramon Llull) on 8 and 9 July 2017.
In this communication we analyze empirically interactive advertising campaigns using HbbTV. It is concluded that the advertising typology is not decisive on the choice of the viewer or the seconds of viewing, and that there is a correlation between the predisposition to download the multimedia content and the duration of the viewing of the corresponding video.
Dr. Fondevila also presented the communication “Strategies of communication on smart city: comparative analysis”, together with Nina Suriñach and Dr. Josep Rom.
The study corresponds to the research task of the Research Group on Journalism and Digital 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, and of the GRECC Group, of the URL.
