Joan Francesc Fondevila i Gascón, Jordi Botey López, Josep A. Rom Rodríguez, F. Vila
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引用次数: 1
Abstract
espanolEl HbbTV promueve la interactividad. En esta investigacion analizamos los resultados de una serie sincronica de campanas de publicidad interactiva llevada a cabo en 2016 por parte de Henkel en un canal de television en Espana. Las campanas eran cuatro propuestas diferenciadas en los paneles de medida de CTR. Se suministro a la cadena de television una muestra con cuatro anuncios de un producto de belleza de Henkel. Se observo que elt elespectador tiende a clicar el boton de aviso legal (el boton verde), y que existe una relacion entre el tiempo promedio de reproduccion del video en segundos y la voluntad de querer participar y un equilibrio entre las diferentes campanas a la hora de impulsar el clic del telespectador. EnglishHbbTV 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.
西班牙HbbTV促进互动性。在本研究中，我们分析了汉高在2016年在西班牙一家电视频道进行的一系列同步互动广告活动的结果。钟是CTR测量面板上的四个不同的建议。电视频道收到了汉高美容产品的四个广告。据我驼绒elespectador倾向于简单的法律通知(绿色)按钮,按钮和平均时间之间存在一个关系reproduccion秒影片和意志之间想要参与并平衡不同铃铛推动电影电视观众的时间。EnglishHbbTV促进互动。在本研究中，我们分析了汉高2016年在西班牙一家电视频道进行的一系列同步互动广告活动的结果。= =地理= =根据美国人口普查，该镇的土地面积为。It was进口品to the电视a sample with four ads的product of Henkel。It was observed that the viewer日法律to click on the warning按钮(绿色按钮),and that there is a relationship between the平均视频回放time to participate in seconds and the愿意不同campaigns and a平衡between the at the time to push the viewer的点击。
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