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                            [identifier] => oai:raco.cat:article/329289
                            [datestamp] => 2022-07-15T07:27:14Z
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                                (
                                    [title] => Array
                                        (
                                            [0] => Monetization in digital advertising: interactivity for HbbTV
                                            [1] => Monetización en publicidad digital: interactividad para HbbTV
                                        )

                                    [creator] => Array
                                        (
                                            [0] => Fondevila Gascón, Joan Francesc
                                            [1] => Botey López, Jordi
                                            [2] => Rom Rodríguez, Josep
                                            [3] => Vila, Fátima
                                        )

                                    [description] => Array
                                        (
                                            [0] => HbbTV 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.
                                            [1] => El HbbTV promueve la interactividad. En esta investigación analizamos los resultados de una serie sincrónica de campañas de publicidad interactiva llevada a cabo en 2016 por parte de Henkel en un canal de televisión en España. Las campañas eran cuatro propuestas diferenciadas en los paneles de medida de CTR. Se suministró a la cadena de televisión una muestra con cuatro anuncios de un producto de belleza de Henkel. Se observó que elt elespectador tiende a clicar el botón de aviso legal (el botón verde), y que existe una relación entre el tiempo promedio de reproducción del vídeo en segundos y la voluntad de querer participar y un equilibrio entre las diferentes campañas a la hora de impulsar el clic del telespectador.
                                        )

                                    [publisher] => Universitat Pompeu Fabra
                                    [date] => 2018
                                    [type] => Array
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                                            [0] => info:eu-repo/semantics/article
                                            [1] => info:eu-repo/semantics/publishedVersion
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                                    [format] => application/pdf
                                    [identifier] => Array
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                                            [0] => http://raco.cat/index.php/Hipertext/article/view/10.31009-hipertext.net.2018.i16.06
                                            [1] => 1695-5498
                                            [2] => 10.31009/hipertext.net.2018.i16.06
                                        )

                                    [source] => RACO (Revistes Catalanes amb Accés Obert)
                                    [language] => spa
                                    [relation] => Array
                                        (
                                            [0] => Hipertext.net, 2018, No 16 (2018)
                                            [1] => Hipertext.net, 2018, Núm. 16 (2018)
                                            [2] => Hipertext.net, 2018, Núm. 16 (2018)
                                            [3] => http://raco.cat/index.php/Hipertext/article/view/10.31009-hipertext.net.2018.i16.06/428624
                                        )

                                    [rights] => info:eu-repo/semantics/openAccess
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