Interactive Advertising on HbbTV: An Experimental Analysis of Emotions

Joan-Francesc Fondevila-Gascón,Omar Muñoz-Sánchez,Marc Polo-López,Eduard Vidal-Portés

doi:10.3390/su13147794

Joan-Francesc Fondevila-Gascón, Omar Muñoz-Sánchez + Show 2 more

Open Access

https://doi.org/10.3390/su13147794

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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.

Highlights

The creation and consolidation of the HbbTV standard is generating scientific interest about its global implications in audiovisual and specific advertising, and how it can be reached more effectively for the consumer
The research questions are the following: does the order of the insertion of the interactive ads with different formats alter the emotional results in the audience? Is the intrusive content of interactive advertising formats decisive for obtaining acceptance from the viewer?
Various investigations have been developed, both focused on audiovisuals and social networks

Summary

Introduction

The creation and consolidation of the HbbTV (hybrid broadcast broadband television) standard is generating scientific interest about its global implications in audiovisual and specific advertising, and how it can be reached more effectively for the consumer. It is the reason we consider it important to develop an experiment to detect the reaction and emotion of the spectators in front of a sample of ads, some of which include HbbTV options. The link between attention and emotion was evident in an experiment on television advertising [2]

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