TY - JOUR
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
N1 - Funding Information:
This research was funded by the Ministry of Economy, Industry and Competitiveness, project “New Forms of Interactive Advertising on Television, Internet and Digital Media. Real Applications in HbbTV”, reference CSO2017-88895-R (MINECO/FEDER).
Funding Information:
Funding: This research was funded by the Ministry of Economy, Industry and Competitiveness, project “New Forms of Interactive Advertising on Television, Internet and Digital Media. Real Applications in HbbTV”, reference CSO2017-88895-R (MINECO/FEDER).
Publisher Copyright:
© 2021 by the authors. Licensee MDPI, Basel, Switzerland.
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 - http://www.scopus.com/inward/record.url?scp=85110851784&partnerID=8YFLogxK
UR - https://www.webofscience.com/api/gateway?GWVersion=2&SrcApp=pure_univeritat_ramon_llull&SrcAuth=WosAPI&KeyUT=WOS:000677007000001&DestLinkType=FullRecord&DestApp=WOS
U2 - 10.3390/su13147794
DO - 10.3390/su13147794
M3 - Article
AN - SCOPUS:85110851784
SN - 2071-1050
VL - 13
JO - Sustainability (Switzerland)
JF - Sustainability (Switzerland)
IS - 14
M1 - 7794
ER -
