Award of the Ministry of Economy, Industry and Competitiveness to Dr. Fondevila and the Blanquerna-URL research group for a project on HbbTV
Dr. Joan Francesc Fondevila Gascón, as researcher of the Blanquerna-URL research group and the CECABLE (also composed of Dr. Rom, Dr. Polo, Dr. Mir, Dr. Cuenca, Dr. Martorell, Dr. Botey, Dr. Serra, Dr. Ordeix, Dr. Vidal, PhD Suriñach and other collaborators) has won a public competitive concession from the Ministry of Economy, Industry and Competitiveness thanks to the project “New forms of interactive advertising on television, Internet and digital media. Real applications on HbbTV “(CSO2017-88895-R), Blanquerna-Universitat Ramon Llull, with a financing of 30,250 euros (Project Challenges, General Directorate of Scientific and Technical Research, General Subdirectorate of Research Projects, Ministry of Economy, Industry and Competitiveness).
The project aims to carry out real tests of interactive advertising in the Hybrid broadcast broadband TV (HbbTV) standard, promoted from Spain (Cellnex) and Germany as a synthesis of the connection between television and the Internet. It is the most breakthrough technological advance in the audiovisual field, which opens up new perspectives for advertising management, planning and creativity. The HbbTV champion new forms of advertising in television and digital media, as it connects with investment decisions in this field. “It is an ambitious and full of hopeful research,” says Dr. Fondevila about the award received.
Interactive advertising tests on HbbTV are recent, and started in 2014. The first ones were made in Germany, in charge of ProSieben and RTL channels. The Switch application allows the user to access, through the red button, various solutions.
From the point of view of the control of the behavior of the audience, the metrics can be treated with the ease of control in real time, thanks to the detector without watermarking, steganographic technique of concealment of information that aims to reveal possible illicit uses of digital services by unauthorized individuals.
Therefore, the project is to carry out real applications of interactive advertising, on Catalan and Spanish channels (it will be tried also in Germans), with different types of ads and with leading trademarks (our Research Groups GRECPRP and SIMPED have a agreement to the effect with the company Henkel Spain to be able to make tests with some of its marks), to determine if they increase the results in terms of impact. It will also try to obtain information about similar experiences in the USA. taking advantage of research stays by members of the Group. It is intended to respond to a series of objectives.
The general objective is to develop real interactive advertising campaigns on HbbTV in Spain to observe, comparatively with exclusive Internet or exclusive TV campaigns, if the return on investment increases.
Specific objectives include determining whether to increase or decrease the results in CTR (Click Through Rate), that is, the division Clicks / Impressions; analyze the appropriate rates of CPM (Cost per Thousand Impressions); analyze the return on influence in terms of viewability, that is, visibility or awareness; to observe if inserting advertising through HbbTV in the zapping minutes increases the effectiveness in viewer interaction and conversion; determine the frequency of access to HbbTV.
The project will provide companies with relevant information on the motivations and attitudes of users about interactive advertising to focus on the corresponding dissemination communication actions.
The results will offer information to the companies on the specific demands for the use of interactive advertising by users (audience); information to the companies of the sector to design the communication strategies adapted according to the point of view of the spectators; and could contribute to the strengthening of interactive advertising in the advertising, public relations and communication sectors.
