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Interactive Advertising on HbbTV: An Experimental Analysis of Emotions

Author

Listed:
  • 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)

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.

Suggested Citation

  • Joan-Francesc Fondevila-Gascón & Eduard Vidal-Portés & Omar Muñoz-Sánchez & Marc Polo-López, 2021. "Interactive Advertising on HbbTV: An Experimental Analysis of Emotions," Sustainability, MDPI, vol. 13(14), pages 1-13, July.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:14:p:7794-:d:593073
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