Scientific communications of Dr. Fondevila et altri on HbbTV and “branded content”
“Audiovisual technology for education: pedagogical potential” and “Keys to branded content strategies and experiential marketing combined with the participation of influencers” are the scientific communications of Dr. Joan Francesc Fondevila Gascón with Dr. Marc Polo López, Dr. Giorgia Miotto, Dr. Sheila Liberal, Dr. Jordi Botey, Dr. Eva Santana and Manuel Jesús Arteaga in the VII International Congress of Audiovisual Researchers-Challenges of Technology in the Fields of Society, held in Santander (CESINE) May 9 and 10, 2019.
In the communication on HbbTV, the use of the hybrid standard is studied quantitatively in the classroom, and it is concluded that students observe positively the introduction of HbbTV, which requires certain infrastructural improvements. As for the branded content, the analysis of various advertising campaigns inferred the need to interact with the receiver to improve results.
The research corresponds to the Research Group on Digital Journalism and Marketing and Broadband and the Research Group on Innovative Systems of Monetization of Digital Journalism, Marketing and Tourism (SIMPED), the 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 principal investigator, and the URL of the GRECC Group.
