Chapter of the scientific book of Dr. Fondevila et altri on HbbTV and innovations in interactivity
“Communicative possibilities of the HbbTV: a new scenario for interactive advertising” is the scientific book chapter of Dr. Joan Francesc Fondevila Gascón, Dr. Jordi Botey, Dr. Josep Rom and Dr. Mònica Muñoz in the book by Araceli Castelló-Martínez and Cristina del Pino-Romero Advertising and Media Convergence. New Persuasive Communication Strategies, published in Seville (Egregius Ediciones, pp. 11-28), with ISBN 978-84-946978-6-9.
In the chapter we analyze, from empirical data of interactive advertising campaigns in HbbTV already carried out, innovative options to advise increase the impact on audibility in various indicators.
The chapter corresponds to the Research Group on Digital Journalism and Marketing and Broadband and the Research Group on Innovative Monetization Systems of Journalism, Marketing and Digital Tourism (SIMPED), of CECABLE, the Pompeu Fabra University, the Mediterrani University School of University of Girona, Blanquerna-Universitat Ramon Llull and Universitat Autònoma de Barcelona, of which Dr. Joan Francesc Fondevila Gascón is the main researcher, and the GRECC Group, of the URL.
