Scientific article by Dr. Fondevila, Dr. Botey and Dr. Rom on emerging formats on television
“Emergent television pieces: comparative analysis of interactive advertising applications on HBBTV” is the indexed international scientific article of Dr. Joan Francesc Fondevila Gascón, Dr. Jordi Botey and Dr. Josep Rom in the indexed scientific journal Comunicació: Revista de Recerca i d’Anàlisi [Societat Catalana de Comunicació], volume 34, number 1, May 2017, pages 67-81 (http://revistes.iec.cat/index.php/TC)
In the article we analyze empirically interactive advertising campaigns on the HbbTV standard. In the use of the interactivity, a CTR (Click Through Rate) is observed superior to that of other supports and an elevated interaction of the spectator to the raised questions.
The article 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, Blanquerna-Universitat Ramon Llull and Universitat Autònoma de Barcelona, of which Dr. Joan Francesc Fondevila Gascón is the principal investigator, and of the GRECC Group, of the URL.
