Authors:
Lonneke Brakenhoff
and
Marco Spruit
Affiliation:
Utrecht University, Netherlands
Keyword(s):
Mobile Advertising, Persuasive Advertising, Consumer Engagement, MAEF, CRISP-DM.
Related
Ontology
Subjects/Areas/Topics:
Artificial Intelligence
;
Business Analytics
;
Data Analytics
;
Data Engineering
;
Data Mining in Electronic Commerce
;
Knowledge Discovery and Information Retrieval
;
Knowledge-Based Systems
;
Symbolic Systems
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.