Interactive advertising on HbbTV: An experimental analysis of emotions

Joan Francesc Fondevila-Gascón; Eduard Vidal-Portés; Omar Muñoz-Sánchez; Marc Polo-López

doi:10.3390/su13147794

Interactive advertising on HbbTV: An experimental analysis of emotions

Joan Francesc Fondevila-Gascón, Eduard Vidal-Portés, Omar Muñoz-Sánchez, Marc Polo-López

Research output: Contribution to journal › Article in an indexed scientific journal › peer-review

7 Scopus citations

Abstract

Interactivity in television (and sustainability, thanks to virtualization) is a growing phe-nomenon, driven especially by the implementation of the HbbTV (hybrid broadcast broadband television) standard. Networks, media agencies and advertisers are trying to adapt to and profit from the options generated by the interaction with the viewer. Through an experimental method-ology including the viewing of an advertising block which included conventional and interactive advertisements, the emotions of the viewer were collected. It was concluded that the order of the announcements is not decisive, that the emotions of anger and sadness predominate over those of joy due to a negative predisposition towards viewing advertising proposals and the content of the advertisement itself, and that less intrusive formats are more accepted.

Original language	English
Article number	7794
Journal	Sustainability (Switzerland)
Volume	13
Issue number	14
DOIs	https://doi.org/10.3390/su13147794
State	Published - 2 Jul 2021

Bibliographical note

Publisher Copyright:
© 2021 by the authors. Licensee MDPI, Basel, Switzerland.

Keywords

Advertising
Emotion
Format
HbbTV
Interactivity

Types Minciencias

Artículos de investigación con calidad A1 / Q1

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Access to Document

10.3390/su13147794

Cite this

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title = "Interactive advertising on HbbTV: An experimental analysis of emotions",

abstract = "Interactivity in television (and sustainability, thanks to virtualization) is a growing phe-nomenon, driven especially by the implementation of the HbbTV (hybrid broadcast broadband television) standard. Networks, media agencies and advertisers are trying to adapt to and profit from the options generated by the interaction with the viewer. Through an experimental method-ology including the viewing of an advertising block which included conventional and interactive advertisements, the emotions of the viewer were collected. It was concluded that the order of the announcements is not decisive, that the emotions of anger and sadness predominate over those of joy due to a negative predisposition towards viewing advertising proposals and the content of the advertisement itself, and that less intrusive formats are more accepted.",

keywords = "Advertising, Emotion, Format, HbbTV, Interactivity",

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doi = "10.3390/su13147794",

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T1 - Interactive advertising on HbbTV

T2 - An experimental analysis of emotions

AU - Fondevila-Gascón, Joan Francesc

AU - Vidal-Portés, Eduard

AU - Muñoz-Sánchez, Omar

AU - Polo-López, Marc

PY - 2021/7/2

Y1 - 2021/7/2

N2 - Interactivity in television (and sustainability, thanks to virtualization) is a growing phe-nomenon, driven especially by the implementation of the HbbTV (hybrid broadcast broadband television) standard. Networks, media agencies and advertisers are trying to adapt to and profit from the options generated by the interaction with the viewer. Through an experimental method-ology including the viewing of an advertising block which included conventional and interactive advertisements, the emotions of the viewer were collected. It was concluded that the order of the announcements is not decisive, that the emotions of anger and sadness predominate over those of joy due to a negative predisposition towards viewing advertising proposals and the content of the advertisement itself, and that less intrusive formats are more accepted.

AB - Interactivity in television (and sustainability, thanks to virtualization) is a growing phe-nomenon, driven especially by the implementation of the HbbTV (hybrid broadcast broadband television) standard. Networks, media agencies and advertisers are trying to adapt to and profit from the options generated by the interaction with the viewer. Through an experimental method-ology including the viewing of an advertising block which included conventional and interactive advertisements, the emotions of the viewer were collected. It was concluded that the order of the announcements is not decisive, that the emotions of anger and sadness predominate over those of joy due to a negative predisposition towards viewing advertising proposals and the content of the advertisement itself, and that less intrusive formats are more accepted.

KW - Advertising

KW - Emotion

KW - Format

KW - HbbTV

KW - Interactivity

UR - https://www.scopus.com/pages/publications/85110851784

U2 - 10.3390/su13147794

DO - 10.3390/su13147794

M3 - Artículo en revista científica indexada

AN - SCOPUS:85110851784

SN - 2071-1050

VL - 13

JO - Sustainability (Switzerland)

JF - Sustainability (Switzerland)

IS - 14

M1 - 7794

ER -

Interactive advertising on HbbTV: An experimental analysis of emotions

Abstract

Bibliographical note

Keywords

Types Minciencias

UN SDGs

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