摘要：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.
其他摘要：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.
