Consumer Engagement Characteristics in Mobile Advertising

Lonneke Brakenhoff, Marco Spruit

Abstract

: Advertising on mobile devices is becoming increasingly more important as the possibilities regarding their design and context become increasingly more extensive. This research focuses on the characteristics of design and context regarding mobile advertisements, structured according to the CRISP-DM process model. First, we describe their key concepts and relevant theoretical background. Then, we design the Mobile Advertising Effectiveness Framework for Consumer Engagement (MAEF4CE), which relates medium types, creative attributes, ad formats, device specific ads, and brand visibility as mobile advertisement characteristics. Finally, we uncover the combination of characteristics that elicits optimal consumer engagement in mobile advertisements in a real-time bidding dataset.

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Paper Citation


in Harvard Style

Brakenhoff L. and Spruit M. (2017). Consumer Engagement Characteristics in Mobile Advertising.In Proceedings of the 9th International Joint Conference on Knowledge Discovery, Knowledge Engineering and Knowledge Management - Volume 1: KDIR, ISBN 978-989-758-271-4, pages 206-214. DOI: 10.5220/0006499602060214


in Bibtex Style

@conference{kdir17,
author={Lonneke Brakenhoff and Marco Spruit},
title={Consumer Engagement Characteristics in Mobile Advertising},
booktitle={Proceedings of the 9th International Joint Conference on Knowledge Discovery, Knowledge Engineering and Knowledge Management - Volume 1: KDIR,},
year={2017},
pages={206-214},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0006499602060214},
isbn={978-989-758-271-4},
}


in EndNote Style

TY - CONF

JO - Proceedings of the 9th International Joint Conference on Knowledge Discovery, Knowledge Engineering and Knowledge Management - Volume 1: KDIR,
TI - Consumer Engagement Characteristics in Mobile Advertising
SN - 978-989-758-271-4
AU - Brakenhoff L.
AU - Spruit M.
PY - 2017
SP - 206
EP - 214
DO - 10.5220/0006499602060214