Interactive advertising on HbbTV: An experimental analysis of emotions

Research output: Indexed journal article Articlepeer-review

4 Citations (Scopus)


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 languageEnglish
Article number7794
Number of pages13
JournalSustainability (Switzerland)
Issue number14
Publication statusPublished - 2 Jul 2021


  • Advertising
  • Emotion
  • Format
  • HbbTV
  • Interactivity


Dive into the research topics of 'Interactive advertising on HbbTV: An experimental analysis of emotions'. Together they form a unique fingerprint.

Cite this