Start Date

13-12-2018 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) theo

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Dec 13th, 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) theo