Scientific communication of Dr. Fondevila et altri on HbbTV in Castellon
“Advertising in HBBTV: case study in Spain” is the scientific communication of Dr. Joan Francesc Fondevila Gascón, Dr. Jordi Botey, Dr. Josep Rom and Dr. Enric Ordeix the February 5, 2016 in the “Congress of Communications and Digital Culture: Emerging Research”, organized by the “Communication and Digital Culture” AE-IC, in collaboration with the Department of Communication Sciences at the Universitat Jaume I of Castellón.
The paper quantitatively analyzes the use of HbbTV interactive advertising campaigns and concludes that the red button on the TV increases CTR, brand recall and engagement with the user, in addition to make efficient use of zapping.
The item is the research task Research Group GREC of the URL, and the Research Group on Broadband and Digital Journalism and the Research Group on Innovative Monetization Systems of Digital Journalism, Marketing and Tourism (SIMPED), of CECABLE, the Universitat Pompeu Fabra, the Mediterrani University School of the University of Girona and Blanquerna-Universitat Ramon Llull.
