Scientific communication by Dr. Fondevila et altri in Girona on monetitzation thanks to HbbTV
“Monetization in digital advertising: interactivity for HbbTV” is the scientific communication by Dr. Joan Francesc Fondevila Gascón, Dr. Jordi Botey, Dr. Josep Rom and Dr. Pedro Mir at the XXVII Annual Conference of the Societat Catalana de Comunicació (SCC) – International Congress of Communication Research, held in Girona, on June 30, 2017.
This communication empirically analyzes monetization formulas in interactive advertising campaigns through the use of HbbTV. It concludes that the impact on the audience is greater than on other types of advertising.
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.
