Formats emergents en televisió: anàlisi comparativa d’aplicacions publicitàries interactives en HbbTV

Joan-Francesc Fondevila-Gascón; Jordi Botey López; Josep Rom Rodríguez

Authors

Joan-Francesc Fondevila-Gascón Universitat Pompeu Fabra, la Universitat de Girona i la Universitat Ramon Llull
Jordi Botey López Universitat Ramon Llull
Josep Rom Rodríguez Universitat Ramon Llull, Barcelona.

Keywords:

HbbTV, interactive television, CTR, marketing, interactive advertising, metrics.

Abstract

HbbTV is a leading emerging format, a television standard that focuses on interactivity. A closer relationship with users such as this inspires a range of monetisation options, the main beneficiaries of which are the audiovisual and technological sectors. Through a comparative methodology, this research paper analyses the results achieved in interactive advertising campaigns carried out in 2015 and early 2016 on television channels in Spain and Germany adopting two complementary approaches: monitoring of and interest in commercials (Germany); and reactive ability in relation to the proposal to interact with commercials (Spain). In this use of HbbTV, we observe a CTR (Click Through Rate) that is higher than that of other media formats along with greater viewer interaction to the questions posed.

Keywords: HbbTV; interactive television; CTR; marketing; interactive advertising; metrics.