2026-04-17T11:43:24Zhttps://recercat.cat/oai/request

oai:recercat.cat:20.500.14342/6112025-03-11T12:44:20Zcom_2072_482405com_2072_183628col_2072_482410

2025-03-11T12:44:20Z urn:hdl:20.500.14342/611 Interactive Advertising on HbbTV: An Experimental Analysis of Emotions Fondevila-Gascón, Joan-Francesc Vidal Portés, Eduard Muñoz Sánchez, Omar Polo López, Marc Televisió interactiva Publicitat per Internet Publicitat Comunicació Màrqueting Periodisme Internet : 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. 2025-03-11T12:44:20Z 2025-03-11T12:44:20Z 2021 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion http://hdl.handle.net/20.500.14342/611 https://doi.org/10.3390/su13147794 eng Sustainability, vol. 13, núm. 14, 2021 http://creativecommons.org/licenses/by/4.0/ info:eu-repo/semantics/openAccess Attribution 4.0 International © L'autor/a MDPI