App Advertising: The Rise of the Player Commodity (original) (raw)

Branded Apps and Mobile Platforms as New Tools for Advertising

With the popularity of mobile devices, firms have embraced mobile platforms and mobile applications (apps henceforth) as a new channel that can potentially enhance consumer experience, brand loyalty, and ultimately revenue growth. Unlike traditional advertising channels, mobile devices are characterized by their portable, interactive, immediate and ubiquitous nature. As such, a firm can take advantage of app technology and enable consumers to engage with its brand even when they are on the move. Such "anytime, anywhere" engagement can positively affect consumers' attitudes and relationships toward a brand and their purchase intention. In this chapter, we examine the way mobile platforms and branded apps forge new grounds in advertising, and we also posit forward-looking implications that offer managerial recommendations that allow advertisers to strategically leverage branded apps and mobile platforms to promote consumer engagement and loyalty.

In-app advertising: a systematic literature review and implications for future research

Spanish Journal of Marketing - ESIC, 2023

Purpose-The purpose of this study is to review and synthesize the literature on in-app advertising, identify gaps and propose future research directions. Design/methodology/approach-The authors use a systematic literature review (SLR) approach, following the PRISMA guidelines, to investigate the current state of research in in-app advertising. The study uses 44 shortlisted articles from the Scopus and Web of Science databases. Using the Theory-Context-Characteristics-Methodology (TCCM) framework, the authors analyze the gaps in theory, context, characteristics and methods. Findings-Using thematic analysis, the authors identify five main themes in the in-app advertising literature, namely, ad platform optimization; mobile app user psychology and behavior; ad effectiveness; ad fraud; and security, privacy and other user concerns. The findings show the need for empirical research, with a strong theoretical foundation in emerging ad formats of in-app advertising, user behavior and buy-side of inapp advertising. Originality/value-This is a maiden study to conduct a domain-based SLR in the emerging field of in-app advertising using the TCCM framework. The authors highlight the key differences between in-app advertising and mobile web advertising. The authors propose theories in the advertising field that could be used in future empirical studies of in-app advertising.

An Explorative Study of the Effectiveness of Mobile Advertising

This study examines factors related to the effectiveness of mobile advertising. Using a large data set with 115, 899 records of ad tap through from a mobile advertising company, we identify that the influencing factors for ad tap through are application type, mobile operators, scrolling frequency, and the regional income level. We use a logit model to analyze how the probability of ad tap through is related to the identified factors. The results show that application type, mobile operators, scrolling frequency, and the regional income level all have significant effects on the likelihood whether users would tap on certain types of advertising. Based on the findings, we propose strategies for mobile advertisers to engage in effective and targeted mobile advertising.

An Exploratory Study of the Effectiveness of Mobile Advertising

Information Resources Management Journal, 2017

This study examines factors related to the effectiveness of mobile advertising. Using a large data set with 115,899 records of ad tap-through from a mobile advertising company in China, the authors identify that the influencing factors for advertisement tap through are application type, mobile operators, scrolling frequency, and regional income level. They use a logit model to analyze how the probability of advertisement tap through is related to the identified factors. The results show that application type, mobile operators, scrolling frequency, and the regional income level are positively correlated with the likelihood whether users would tap on certain types of advertising. In addition, they use the Bayesian network model to estimate the conditional probability for a user to tap on an advertisement in an application after the user already taps on another advertisement in the same application. Based on the findings, the authors propose strategies for mobile advertisers to engage ...

When did my mobile turn into a 'sellphone'?: a study of consumer responses to tailored smartphone ads

Tailored push advertising on smartphones is a key target for the advertising industry. We conducted a study with 20 professionals 'in the wild': over 5 consecutive days participants received ads tailored to their personal profiles and geographical location on their personal smartphones. Of the 400 ads sent, participants accepted 20%, rejected 30%, said 'maybe' to 17%. Interviews revealed that accept or reject decisions were driven by specific needs at the time of delivery -- e.g. a busy workload. Effective tailoring of smartphone ads requires fine-grained data on users' emotional state and context of use - data that is sensitive and requires significant effort to obtain. Users liked context-relevant ads, but also perceived privacy costs associated with disclosing personal information. To break this conundrum, users need to be able to customize the ad service, e.g. choosing which information to disclose, when to receive ads, what types of ad.

Breaking for Commercials: Characterizing Mobile Advertising

Mobile phones and tablets can be considered as the first incarnation of the post-PC era. Their explosive adoption rate has been driven by a number of factors, with the most signifcant influence being applications (apps) and app markets. Individuals and organizations are able to develop and publish apps, and the most popular form of monetization is mobile advertising. The mobile advertisement (ad) ecosystem has been the target of prior research, but these works typically focused on a small set of apps or are from a user privacy perspective. In this work we make use of a unique, anonymized data set corresponding to one day of traffic for a major European mobile carrier with more than 3 million subscribers. We further take a principled approach to characterize mobile ad traffic along a number of dimensions, such as overall traffic, frequency, as well as possible implications in terms of energy on a mobile device. Our analysis demonstrates a number of inefficiencies in today’s ad delivery. We discuss the benefits of well-known techniques, such as pre-fetching and caching, to limit the energy and network signalling overhead caused by current systems. A prototype implementation on Android devices demonstrates an improvement of 50% in terms of energy consumption for offline ad-sponsored apps while limiting the amount of ad related traffic.

"Waiting for the Kiss of Life": Mobile Media and Advertising

Convergence, 2009

Mobile media, especially cellphones, are now seen and heard everywhere, forming an intrinsic part of the daily lives and habits of billions of people worldwide. Curiously, despite this wide diffusion and remarkable rate of adoption, as an advertising platform the cellphone is, in the words of one commentator, still very much ‘a mass medium waiting for the kiss of life’. This article examines why this is the case, by exploring the ‘complex mobile phone ecosystem’ and the factors that contribute to the rather hesitant adoption of mobile advertising, with particular attention to the inherent conflicts amongst the interested parties in the system. It does this through a metaanalysis of themes and issues evinced in mainstream media and the advertising trade press. Study of this data is supplemented by drawing on a number of critical studies within the available research literature on the subject.