文章基本信息

标题：Monetización en publicidad digital: interactividad para HbbTV
本地全文：下载
作者：Joan Francesc Fondevila Gascón ; Jordi Botey López ; Josep Rom Rodríguez 等
期刊名称：Hipertext.net
印刷版ISSN：1695-5498
出版年度：2018
期号：16
页码：22-31
DOI：10.31009/hipertext.net.2018.i16.06
语种：Spanish
出版社：Hipertext.net
摘要：HbbTV promotes interactivity. In this study we analyzed the results of a synchronous series of interactive advertising campaigns conducted in 2016 by Henkel on a television channel in Spain. The campaigns were four different proposals in panels measuring CTR. It was supplied to the television a sample with four ads of a beauty product of Henkel. It was observed that the viewer tends to click on the legal warning button (the green button), and that there is a relationship between the average video playback time in seconds and the willingness to participate and a balance between the different campaigns at the time to push the viewer’s click.
其他摘要：HbbTV promotes interactivity. In this study we analyzed the results of a synchronous series of interactive advertising campaigns conducted in 2016 by Henkel on a television channel in Spain. The campaigns were four different proposals in panels measuring CTR. It was supplied to the television a sample with four ads of a beauty product of Henkel. It was observed that the viewer tends to click on the legal warning button (the green button), and that there is a relationship between the average video playback time in seconds and the willingness to participate and a balance between the different campaigns at the time to push the viewer’s click.