Consumer Engagement Characteristics in Mobile Advertising
Publication date
2017
Authors
Brakenhoff, L.
Spruit, Marco
Editors
Advisors
Supervisors
Document Type
Part of book
Metadata
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License
cc_by_nc_nd
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.
Keywords
Artificial Intelligence, Business Analytics, Data Analytics, Data Engineering, Data Mining in Electronic Commerce, Knowledge Discovery and Information Retrieval, Knowledge-Based Systems, Symbolic Systems
Citation
Brakenhoff, L & 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. vol. 1, SciTePress, pp. 206-214. https://doi.org/10.5220/0006499602060214