Scientific communication of Dr. Fondevila et altri about media convergence and interactive advertising

“Media convergence and interactive advertising: practical application in HBBTV” is the presentation of Dr. Joan Francesc Fondevila Gascón, Dr. Jordi Botey, Dr. Josep Rom and Dr. Mónica Muñoz at the II International Conference on Communication and Thought (Internet and social networks: new freedoms, new slavery), organized by the Research Group on Structure, History and Content of Communication (GREHCCO) and the Laboratory of Studies in Communication (LADECOM) of the Communication Faculty of the University of Seville. The event took place from April 5 to 7, 2017 in Seville.

The document analyzes the phenomenon of media convergence that involves interactive advertising in hybrid television, following the HbbTV standard. A new use of zapping is observed taking advantage of the pauses and a CTR much higher than the usual one on the Internet.

The article is part of the research activity of the Research Group on Digital Journalism and Marketing and Broadband and the Research Group on Innovative of Monetization Systems of Journalism, Marketing and Digital Tourism (SIMPED), of CECABLE, the Pompeu Fabra University, the Escola Universitària Mediterrani of the University of Girona, Blanquerna-Universitat Ramon Llull and Universitat Autònoma de Barcelona, ​​of which Dr. Joan Francesc Fondevila Gascón is the main researcher, and the GRECC Group, of the URL.