An Integrated Effectiveness Framework of Mobile In-App Advertising

Truong, Vinh; Nkhoma, Mathews; Pansuwong, Wanniwat

doi:10.3127/ajis.v23i0.1971

Cited by 14 publications

(18 citation statements)

References 130 publications

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“…The second sub-domain in internetbased mobile advertising is mobile in-app advertising. Mobile inapp advertising has become one of the most popular advertising platforms with more than USD30 billion spent on it (Truong et al, 2019). Based on personal information, in-app advertising allows the communication of highly personalised advertisement messages to customers (Bellman et al, 2011;Truong et al, 2019).…”

Section: Internet-based Mobile Advertisingmentioning

confidence: 99%

“…Mobile inapp advertising has become one of the most popular advertising platforms with more than USD30 billion spent on it (Truong et al, 2019). Based on personal information, in-app advertising allows the communication of highly personalised advertisement messages to customers (Bellman et al, 2011;Truong et al, 2019). Despite several advantages of mobile in-app advertising, the literature in this sub-domain is limited (i.e.…”

Section: Internet-based Mobile Advertisingmentioning

confidence: 99%

“…Despite several advantages of mobile in-app advertising, the literature in this sub-domain is limited (i.e. Bellman et al, 2011;Le & Nguyen, 2014;Truong et al, 2019).…”

Section: Internet-based Mobile Advertisingmentioning

confidence: 99%

See 2 more Smart Citations

Mobile advertising: A systematic literature review and future research agenda

Jebarajakirthy

Maseeh

Morshed

et al. 2021

Int J Consumer Studies

105

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The purpose of this research is to review the extant literature on mobile advertising systematically and to carry out a comprehensive analysis of research in this emerging field. Accordingly, this paper synthesises the literature on mobile advertising in terms of theories, contexts, characteristics and methodology to analyse the development of mobile advertising research over time. The literature review shows that mobile advertising research has transitioned from text message-based SMS advertisements into internet-based smartphone advertising. Furthermore, based on the synthesis, we have developed a conceptual framework that shows the antecedents, mediators and consequences of mobile advertising. Additionally, we have identified some overlooked areas and proposed some insightful research directions to advance this field of research. This review contributes to the mobile marketing literature, specifically to the mobile advertising literature.

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Section: Internet-based Mobile Advertisingmentioning

confidence: 99%

Section: Internet-based Mobile Advertisingmentioning

confidence: 99%

See 1 more Smart Citation

Mobile advertising: A systematic literature review and future research agenda

Jebarajakirthy

Maseeh

Morshed

et al. 2021

Int J Consumer Studies

105

View full text Add to dashboard Cite

show abstract

“…In the ad-tech market, app publishers (like all media owners) and ad-networks compete for a share of a finite audience. Many authors have considered different monetisation regimes in the market between developers, platforms, and ad-networks (Ghose and Han, 2014;Ji, Wang and Gou, 2019;Tang, 2016;Truong et al, 2019). The general finding is that advertising suppresses demand for an app but not by very much, so of the three monetisation models; pay to install; freemium; and free with advertising, the last has become widespread.…”

Section: In-app Advertisingmentioning

confidence: 99%

The generation Z audience for in-app advertising

Graham

Young

Marjan

2021

JIBR

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Purpose The audience for in-app mobile advertising is comparable in size and viewing rate to that for TV but divides its attention across a highly fragmented selection of apps, each competing for advertiser revenue. In market, the assumption is that this audience is deeply segmented, allowing individuals to be contextually targeted on the apps that define their interests and needs. But that assumption is not supported by the Laws of Double Jeopardy and Duplication of Viewing which closely predict usage in most mass media. The purpose of this study is to benchmark in-app audiences against these laws to better understand market structure. Design/methodology/approach The authors collected nearly 3,000 h of screen time data from a panel of Generation Z respondents and tested the predictive validity of two models against observed interactions with 23 popular apps in six categories over a week. Findings Results show that contrary to industry assumptions, audience for in-app advertising is not segmented. Engagement on individual apps and audience sharing rates between apps and app formats is predicted well. Research limitations/implications Optimising in-app advertising for short-term activation only limits its potential for brand building. These findings encourage advertisers to schedule online campaigns for brand reach as well as sales lift, by advancing current understanding of audience behaviour. Originality/value Many authors have called for consistency in metrics to compare on- and off-line media performance. This study bridges that gap, demonstrating how reach and frequency measures could inform digital scheduling.

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“…To interact with in-app ads individuals have the chance to click or tap on them. Thereby the amount of clicks is the common metric to measure the success of the in-app ad (Truong et al, 2019). We, therefore, define clicking as individuals' direct interaction with an in-app ad by clicking on it to obtain more information about the company or its products or services (Mattke et al, 2020b).…”

Section: Clicking Behaviormentioning

confidence: 99%

In-app advertising: a two-step qualitative comparative analysis to explain clicking behavior

Mattke

Maier

Reis

et al. 2021

EJM

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Purpose Individuals only click on a very small fraction of the in-app advertisements (ads) they are exposed to. Despite this fact, organizations spend generously placing in-app ads without theoretical knowledge of how the structure and the semantics of in-app ads influence individuals’ clicking behavior. This study aims to identify how the processing of structural and semantic factors leads to clicking behavior. Design/methodology/approach Based on the limited capacity theory, this paper proposes that the sequential processing of structural and semantic factors leads to clicking behavior. To mirror the sequential process, this paper applies a process-oriented configurational approach and performs a two-step qualitative comparative analysis (QCA) using 262 incidents of exposure to in-app ads. Findings The results support the proposed sequential processing and show that neither structural nor semantic factors alone lead to clicking behavior. This paper reveals four different paths of sequential processing of in-app ads that lead to clicking behavior. The results show that individuals click on non-animated in-app ads even though these are perceived as irritating or privacy-concerning. When the in-app ads are animated, individuals do only click on them when these are not irritating, privacy-concerning and personalized. Research limitations/implications Organizations can use these findings to improve their in-app ads and generate more clicks. This study recommends that organizations place in-app ads in a prominent location, design them similar to the design of the app and use bright colors. The advertising message needs to have new and relevant information in a credible and entertaining way. Depending on the degree of personalization, organizations should use different sizes of the in-app ad and only use animation if it is unlikely that the in-app ad caused irritation or privacy concerns. Practical implications Organizations can use these findings to improve their in-app ads and generate more clicks. This paper recommends that organizations place in-app ads in a prominent location, design them similar to the design of the app and with bright colors. The advertising message needs to have new and relevant information in a credible and entertaining way. Depending on the degree of personalization, organizations should use different sizes of the in-app ad and only use animation if it is unlikely that the in-app ad caused irritation or privacy concerns. Originality/value From the in-app ad perspective, this study is the first to theoretically develop and empirically show the sequential processing of structural and semantic factors of in-app ads. From the methodological perspective, this study applies an advanced configurational two-step QCA approach, which is capable of analyzing sequential processes and is new to marketing research.

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An Integrated Effectiveness Framework of Mobile In-App Advertising

Cited by 14 publications

References 130 publications

Mobile advertising: A systematic literature review and future research agenda

Mobile advertising: A systematic literature review and future research agenda

The generation Z audience for in-app advertising

In-app advertising: a two-step qualitative comparative analysis to explain clicking behavior

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