This study examines factors related to the effectiveness of mobile advertising. Using a large data set with 115, 899 records of ad tap through from a mobile advertising company, we identify that the influencing factors for ad tap through are application type, mobile operators, scrolling frequency, and the regional income level. We use a logit model to analyze how the probability of ad tap through is related to the identified factors. The results show that application type, mobile operators, scrolling frequency, and the regional income level all have significant effects on the likelihood whether users would tap on certain types of advertising. Based on the findings, we propose strategies for mobile advertisers to engage in effective and targeted mobile advertising.
peng, Jianping; Xiao, Wenbin; Peng, Le; and Quan, Jing, "An Explorative Study of the Effectiveness of Mobile Advertising" (2014). WHICEB 2014 Proceedings. 23.