Vinh Truong
ABSTRACT
In recent years, advertising in mobile apps has become one of the most popular advertising channels for businesses. The annual spending for this emerging type of advertising keeps increasing year after year. Despite its popularity in practice, background theory of mobile in-app advertising is, however, still in its infancy. Educational materials related to mobile in-app advertising are scarce. More research on this new topic is therefore needed, both from conceptual and empirical perspectives. The question that how to further enhance the effectiveness of advertising on mobile apps still persists and is more urgent than ever before. This type of advertising also witnesses the rise of new participants, noticeably the app publisher. In this paper, we presented our results of evaluating the interactive effects of publishers-controlled factors on the effectiveness of mobile in-app programmatic advertising. By doing so, this research helps us to understand more about the role of app publishers and the interactive effects of their factors. Practically, this research could help to increase global revenue even higher by selecting the optimal combination of relevant factors. The research, therefore, could bring benefits to not only the publishers but also for all other participants involved.
- eMarketer. (2015). Mobile Will Account for 72% of US Digital Ad Spend by 2019. eMarketer. DOI=https://www.emarketer.com/Article/Mobile-Will-Account-72-of-US-Digital-Ad-Spend-by-2019/1012258Google Scholar
- Grewal, D., Bart, Y., Spann, M., & Zubcsek, P. P. (2016). Mobile advertising: a framework and research agenda. Journal of Interactive Advertising, 34, 3--14. DOI=https://doi.org/10.1016/j.intmar.2016.03.003Google ScholarCross Ref
- eMarketer. (2019). US Programmatic Ad Spending Forecast 2019. eMarketer. DOI= https://www.emarketer.com/content/us-programmatic-ad-spending-forecast-2019Google Scholar
- Brakenhoff, L., & Spruit, M. (2017). Consumer Engagement Characteristics in Mobile Advertising. Proceedings of the 9th International Joint Conference on Knowledge Discovery, Knowledge Engineering and Knowledge Management. DOI= http://dx.doi.org/10.5220/0006499602060214Google ScholarCross Ref
- Rodgers, S., & Thorson, E. (2000). The Interactive Advertising Model: How Users Perceive and Process Online Ads. Journal of Interactive Advertising, 1(1), 41--60. DOI=http://dx.doi.org/10.1080/15252019.2000.10722043Google ScholarCross Ref
- Truong, V. N. X., Nkhoma, M., & Pansuwong, W. (2019). An Integrated Effectiveness Framework of Mobile In-App Advertising. Australasian Journal of Information Systems, 23. DOI=http://dx.doi.org/10.3127/ajis.v23i0.1971Google Scholar
- Danaher, PJ & Mullarkey, GW 2003, 'Factors Affecting Online Advertising Recall: A Study of Students', J. Adv. Res., vol. 43, no. 3, pp. 252--267. DOI=http://dx.doi.org/10.1017/S0021849903030319Google ScholarCross Ref
- Lohtia, R, Donthu, N & Hershberger, EK 2003, 'The Impact of Content and Design Elements on Banner Advertising Click-through Rates', J. Adv. Res., vol. 43, no. 4, pp. 410--418. DOI=http://dx.doi.org/10.1017/S0021849903030459Google ScholarCross Ref
- Goldstein, D. G., McAfee, R. P., & Suri, S. (2011). The effects of exposure time on memory of display advertisements. Proceedings of the 12th ACM conference on Electronic commerce - EC '11, 49--58. DOI=http://dx.doi.org/10.1145/1993574.1993584Google ScholarDigital Library
- Sun, Z, Dawande, M, Janakiraman, G & Mookerjee, V 2017, 'Not Just a Fad: Optimal Sequencing in Mobile In-App Advertising', Information Systems Research, vol. 28, no. 3, pp. 511--528. DOI=https://doi.org/10.1287/isre.2017.0697Google ScholarDigital Library
- Djamasbi, S., Hall-Phillips, A., & Yang, R. (2013). SERPs and Ads on Mobile Devices: An Eye Tracking Study for Generation Y. Universal Access in Human-Computer Interaction. User and Context Diversity, 259--268. DOI=http://dx.doi.org/10.1007/978-3-642-39191-0_29Google ScholarDigital Library
- Baltas, G 2003, 'Determinants of internet advertising effectiveness: an empirical study', International Journal of Market Research, vol. 45, no. 4, pp. 1--9. DOI=http://dx.doi.org/10.1177/147078530304500403Google ScholarCross Ref
- Chandon, JL, Chtourou, MS & Fortin, DR 2003, 'Effects of configuration and exposure levels on responses to web advertisements', Journal of Advertising Research, vol. 43, no. 2, pp. 217--229. DOI=http://dx.doi.org/10.1017/S0021849903030228Google ScholarCross Ref
- Djamasbi, S, Hall-Phillips, A & Yang, R 2013, 'SERPs and Ads on Mobile Devices: An Eye Tracking Study for Generation Y', Universal Access in Human-Computer Interaction. User and Context Diversity, vol., pp. 259--268. DOI=http://dx.doi.org/10.1007/978-3-642-39191-0_29Google ScholarDigital Library
- Brynjolfsson, E, Dick, AA & Smith, MD 2010, 'A nearly perfect market?', QME, vol. 8, no. 1, pp. 1--33. DOI=http://dx.doi.org/10.1007/s11129-009-9079-7Google Scholar
- Bleier, A & Eisenbeiss, M 2015, 'Personalized Online Advertising Effectiveness: The Interplay of What, When, and Where', Marketing Science, vol. 34, no. 5, pp. 669--688 DOI=http://dx.doi.org/10.1007/s11129-009-9079-7Google ScholarDigital Library
- Boerman, S. C., Kruikemeier, S., & Zuiderveen Borgesius, F. J. (2017). Online Behavioral Advertising: A Literature Review and Research Agenda. Journal of Advertising, 46(3), 363--376. DOI=http://dx.doi.org/ 10.1080/00913367.2017.1339368Google ScholarCross Ref
- Yuan, S, Abidin, AZ, Sloan, M & Wang, J 2012, 'Internet advertising: An interplay among advertisers, online publishers, ad exchanges and web users', in arXiv preprint https://arxiv.org/abs/1206.1754Google Scholar
- Roels, G & Fridgeirsdottir, K 2009, 'Dynamic revenue management for online display advertising', Journal of Revenue and Pricing Management, vol. 8, no. 5, pp. 452--466. DOI=http://dx.doi.org/10.1057/rpm.2009.10Google ScholarCross Ref
- Cochran, W. G. (1977). Sampling techniques (3rd ed. ed.). New York: Wiley. DOI=https://doi.org/10.1002/sim.3893Google Scholar
Index Terms
- Enhancing the effectiveness of mobile in-app programmatic advertising using publishers-controlled factors
Recommendations
An Explorative Study of the Mobile App Ecosystem from App Developers' Perspective
WWW '17: Proceedings of the 26th International Conference on World Wide WebWith the prevalence of smartphones, app markets such as Apple App Store and Google Play has become the center stage in the mobile app ecosystem, with millions of apps developed by tens of thousands of app developers in each major market. This paper ...
Inter-app communication between Android apps developed in app-inventor and Android studio
MOBILESoft '16: Proceedings of the International Conference on Mobile Software Engineering and SystemsCommunications between mobile apps are an important aspect of mobile platforms. Android is specifically designed with inter-app communication in mind and depends on this to provide different platform specific functionalities. Android Apps can either be ...
Children's Exposure to Mobile In-App Advertising: An Analysis of Content Appropriateness
SOCIALCOM '13: Proceedings of the 2013 International Conference on Social ComputingThere is a rising concern among parents that mobile advertisements may contain violent and sexual content even when the app itself is safe for children. Because mobile advertisements are not controlled by the content rating of apps, unexpected ...
Comments