The television medium has traditionally been the revenue engine for the advertising sector, and the way to build audio-visual culture. The emergence of hybrid television, led by the HbbTV standard, is generating a scenario of increasing
interactivity and customization. This research tries to detect the main motivating factors and future trends in the relationship between television and interactive advertising, in a new interactive communication scenario. Methodologically,
the qualitative technique of Delphi is used, the most advisable in prospective approaches to incipient objects of study.
The consolidation of smart TV on demand, the lower relevance of television in classical terms as a basic medium for
advertising but greater with interactivity, the growth of branded content and the adaptation of the message to the medium are concluded.
Original languageEnglish
Title of host publicationComunicación y diversidad. Selección de comunicaciones del VII Congreso Internacional de la Asociación Española de Investigación de la Comunicación. Baiget, Tomàs (ed.)
Number of pages10
ISBN (Print)9788412023954
Publication statusPublished - 1 Jan 2020


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