Interactive Advertising on HbbTV: An Experimental Analysis of Emotions

Joan-Francesc Fondevila-Gascón, Eduard Vidal-Portés, Omar Muñoz-Sánchez and Marc Polo-López
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Joan-Francesc Fondevila-Gascón: Facultat de Comunicació i Relacions Internacionals Blanquerna, Blanquerna-Universitat Ramon Llull, 08001 Barcelona, Spain
Eduard Vidal-Portés: Facultat de Comunicació i Relacions Internacionals Blanquerna, Blanquerna-Universitat Ramon Llull, 08001 Barcelona, Spain
Omar Muñoz-Sánchez: Facultad de Publicidad, Universidad Pontificia Bolivariana, Medellín 56006, Colombia
Marc Polo-López: Facultat de Comunicació i Relacions Internacionals Blanquerna, Blanquerna-Universitat Ramon Llull, 08001 Barcelona, Spain

Sustainability, 2021, vol. 13, issue 14, 1-13

Abstract: Interactivity in television (and sustainability, thanks to virtualization) is a growing phenomenon, 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 methodology 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.

Keywords: interactivity; HbbTV; advertising; emotion; format (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
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