Abstract:

In the University it is necessary to establish a relationship between academic field and business. In the classroom the objective is to introduce technological advances, to coach students facing the professional challenges. The feedback between the Internet and television has led the industry sector to the creation of HbbTV relatively recent television standard that focuses on interactivity. This closer relationship with the user shines monetization options, of which the main beneficiary is the advertising sector, audiovisual and technological. In this research, we explain a methodology used to show the students the benefits of a new technology. The research methodology is quantitative and qualitative (triangulation). From the quantitative point of view, some enterprises collaborate with the Research Group on Digital Journalism, Marketing and Broadband (CECABLE, URL, UPF, Escola Universitària Mediterrani of UdG, and UAB) and the Research Group on Innovative Monetization System of Digital Journalism, Marketing and Tourism (CECABLE, URL, UPF, Escola Universitària Mediterrani of UdG, and UAB), and Research Group GRECC (URL), to collect data in an introduction of HbbTV interactive advertising on tests in Spain and Germany, with indicators as diverse creativity: right or left button, CTR, viewability, frequency or use of zapping or not. In order to check the operation of an advertising HbbTV campaign, viewers requested an assessment from 0 to 9 on the program they were watching. Following a comparative methodology, the results achieved by interactive advertising campaigns conducted in 2015 and early 2016 in Spain and Germany channels are analyzed. In this use of the HbbTV we observe a CTR superior to other media, a high viewer interaction to questions and a rethinking in the use of zapping, which can illuminate new advertising profits for the viewer observed.

Keywords:

Education, HbbTV, interactive television, CTR, marketing, interactive advertising, zapping, metrics.