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Start Date

16-8-2018 12:00 AM

Description

This paper investigates the factors impacting effective ad clicks and the moderating roles of ad formats. It uses 865,225 impressions of mobile in-app advertising from a digital advertising company in China. Based on the uses and gratifications (U&G) theory and the attention, interest, desire and action (AIDA) model, we identify four ad features, including entertainment, targeting, user control and incentive. We study and compare the relationships between these factors and the effective clicks for three types of in-app advertising formats, including banners, pop-ups, and native ads. The results show entertainment cannot significantly promote effective clicks for all formats but targeting users has positive impact on banners and pop-ups significantly. The use control element has mixed results. The close button declines effective clicks of banner, but the combination of close button and countdown promotes effective clicks of pop-ups. Incentive can only boost effective clicks for natives.

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Aug 16th, 12:00 AM

Investigating of In-app Advertising Features' Impact on Effective Clicks for Different Advertising Formats

This paper investigates the factors impacting effective ad clicks and the moderating roles of ad formats. It uses 865,225 impressions of mobile in-app advertising from a digital advertising company in China. Based on the uses and gratifications (U&G) theory and the attention, interest, desire and action (AIDA) model, we identify four ad features, including entertainment, targeting, user control and incentive. We study and compare the relationships between these factors and the effective clicks for three types of in-app advertising formats, including banners, pop-ups, and native ads. The results show entertainment cannot significantly promote effective clicks for all formats but targeting users has positive impact on banners and pop-ups significantly. The use control element has mixed results. The close button declines effective clicks of banner, but the combination of close button and countdown promotes effective clicks of pop-ups. Incentive can only boost effective clicks for natives.