Franco De Bonis | Digital Marketing Institute (original) (raw)
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Papers by Franco De Bonis
Mobile Web Advertising A Study Into Acceptance Of, And Attitudes To, Advertising On Mobile Masters in Digital Marketing, 2016
The enormous growth in the ownership of smartphones and the related browsing habits of mobile use... more The enormous growth in the ownership of smartphones and the related browsing habits of mobile users coincides with the rapid increase in the usage of social media and its adoption as an advertising platform. It is in stark contrast to the decline seen in click-through rates of display ads. There are many studies on general attitudes to advertising, but none have specifically investigated the subject matter from the particular perspective of mobile web users or compared the two key ad formats used in web advertising vs. social advertising; that being Interruptive (pop-up) ads vs. Native ads, and the comparative performance as promotional vehicles.
This study investigated this question by using post-positivist, quantitative methodology implemented through a combination of field tests using 3 different scenarios, and related surveys. It looked to identify how ATA (Attitudes To Advertising) differed between the different ad formats, whether these attitudes could be influenced by increasing positive factors in the ad creative and finally, which ad format performed best in terms of brand recall.
The results indicate a growing dislike and negativity in ATA by mobile users for interruptive advertising, which can be alleviated by increasing positive factors with the ad creative. It also found that despite the high levels of negativity to interruptive ads, brand recall was highest for the very interruptive ads that respondents disliked the most.
Mobile Web Advertising A Study Into Acceptance Of, And Attitudes To, Advertising On Mobile Masters in Digital Marketing, 2016
The enormous growth in the ownership of smartphones and the related browsing habits of mobile use... more The enormous growth in the ownership of smartphones and the related browsing habits of mobile users coincides with the rapid increase in the usage of social media and its adoption as an advertising platform. It is in stark contrast to the decline seen in click-through rates of display ads. There are many studies on general attitudes to advertising, but none have specifically investigated the subject matter from the particular perspective of mobile web users or compared the two key ad formats used in web advertising vs. social advertising; that being Interruptive (pop-up) ads vs. Native ads, and the comparative performance as promotional vehicles.
This study investigated this question by using post-positivist, quantitative methodology implemented through a combination of field tests using 3 different scenarios, and related surveys. It looked to identify how ATA (Attitudes To Advertising) differed between the different ad formats, whether these attitudes could be influenced by increasing positive factors in the ad creative and finally, which ad format performed best in terms of brand recall.
The results indicate a growing dislike and negativity in ATA by mobile users for interruptive advertising, which can be alleviated by increasing positive factors with the ad creative. It also found that despite the high levels of negativity to interruptive ads, brand recall was highest for the very interruptive ads that respondents disliked the most.