Interactive advertising on HbbTV: An experimental analysis of emotions

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

Resultado de la investigación: Contribución a una revistaArtículorevisión exhaustiva


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.

Idioma originalInglés
Número de artículo7794
PublicaciónSustainability (Switzerland)
EstadoPublicada - 2 jul. 2021
Publicado de forma externa

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© 2021 by the authors. Licensee MDPI, Basel, Switzerland.


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