HbbTV and applied interactive advertising: the German case

Abstract

The HbbTV is a television standard that promotes interaction and fusion between the Internet and television. That formula to relate to the audience brings new business opportunities, especially in the advertising sector. After standardization system, the first real interactive advertising experiences conducted in Germany show that is generating a paradigm shift in the audiovisual and technology sector. In this study we analyzed the results of interactive advertising campaigns carried out by Opel Corsa, Whopper and Thor-El Reino Oscuro in the channels Sat.1, ProSieben, Kabel Eins and Sixx in Germany. In this use of the HbbTV a higher CTR other media, greater brand engagement, increased advertising recall, an option to monetize the zapping and positive results in proximity it is seen ads. It also notes that the red button on HbbTV may generate a paradigm shift in the audiovisual and technology sector, as it boosts the effectiveness of the use of HbbTV in susceptible minutes of zapping, i.e. the advertising. The viewer has the remote control, and as HbbTV offers will arouse curiosity, it grows access to marketing offers. Thus, for channels and advertisers, zapping is an option to monetize, and it emerges as an ally in this synergy between television and Internet.