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Dr. Dr. Eduard Vidal-Portés
Universitat Ramon Llull, Blanquerna

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Dr. Eduard Vidal-Portés is a professor at Blanquerna-URL.

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Journal article
Published: 13 July 2021 in Sustainability
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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.

ACS Style

Joan-Francesc Fondevila-Gascón; Eduard Vidal-Portés; Omar Muñoz-Sánchez; Marc Polo-López. Interactive Advertising on HbbTV: An Experimental Analysis of Emotions. Sustainability 2021, 13, 7794 .

AMA Style

Joan-Francesc Fondevila-Gascón, Eduard Vidal-Portés, Omar Muñoz-Sánchez, Marc Polo-López. Interactive Advertising on HbbTV: An Experimental Analysis of Emotions. Sustainability. 2021; 13 (14):7794.

Chicago/Turabian Style

Joan-Francesc Fondevila-Gascón; Eduard Vidal-Portés; Omar Muñoz-Sánchez; Marc Polo-López. 2021. "Interactive Advertising on HbbTV: An Experimental Analysis of Emotions." Sustainability 13, no. 14: 7794.

Journal article
Published: 25 September 2020 in Congreso Internacional de la Asociación Española de Investigación de la Comunicación
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The television medium has traditionally been the revenue engine for the advertising sector, and the way to build audio-visual culture. The emergence of hybrid television, led by the HbbTV standard, is generating a scenario of increasing interactivity and customization. This research tries to detect the main motivating factors and future trends in the relationship between television and interactive advertising, in a new interactive communication scenario. Methodologically, the qualitative technique of Delphi is used, the most advisable in prospective approaches to incipient objects of study. The consolidation of smart TV on demand, the lower relevance of television in classical terms as a basic medium for advertising but greater with interactivity, the growth of branded content and the adaptation of the message to the medium are concluded.

ACS Style

Joan-Francesc Fondevila-Gascón; Eduard Vidal; Joan Cuenca-Fontbona; Marc Polo-López. Digital culture and communication: HbbTV or the new interactive culture. Congreso Internacional de la Asociación Española de Investigación de la Comunicación 2020, 367 -377.

AMA Style

Joan-Francesc Fondevila-Gascón, Eduard Vidal, Joan Cuenca-Fontbona, Marc Polo-López. Digital culture and communication: HbbTV or the new interactive culture. Congreso Internacional de la Asociación Española de Investigación de la Comunicación. 2020; ():367-377.

Chicago/Turabian Style

Joan-Francesc Fondevila-Gascón; Eduard Vidal; Joan Cuenca-Fontbona; Marc Polo-López. 2020. "Digital culture and communication: HbbTV or the new interactive culture." Congreso Internacional de la Asociación Española de Investigación de la Comunicación , no. : 367-377.