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Exploring mobile ad formats to increase brand recollection and enhance user experience |
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| Author: | Visuri, Aku1; Hosio, Simo1; Ferreira, Denzil1 |
| Organizations: |
1Center for Ubiquitous Computing, University of Oulu, Oulu, Finland |
| Format: | article |
| Version: | accepted version |
| Access: | open |
| Online Access: | PDF Full Text (PDF, 0.8 MB) |
| Persistent link: | http://urn.fi/urn:nbn:fi-fe201901212665 |
| Language: | English |
| Published: |
Association for Computing Machinery,
2017
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| Publish Date: | 2019-01-21 |
| Description: |
AbstractDigital marketing is increasingly moving from desktop (e.g., browser) to mobile environments (e.g., within mobile applications). The means for delivering ads however, remains largely unchanged: banners and videos. In this work, we explore transforming ad delivery methods to the mobile environment while mitigating issues causing frustration and distractions to the users, evident in both web and mobile marketing. We demonstrate that softly enforcing interaction with the ad — with minimal usable screen space reduction — can improve user’s attitude towards mobile advertising. Brand recollection is also influenced via increased interactions with the ad delivery method. see all
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| ISBN: | 978-1-4503-5378-6 |
| Pages: | 311 - 319 |
| DOI: | 10.1145/3152832.3152834 |
| OADOI: | https://oadoi.org/10.1145/3152832.3152834 |
| Host publication: |
MUM '17 Proceedings of the 16th International Conference on Mobile and Ubiquitous Multimedia : Stuttgart, Germany — November 26 - 29, 2017 |
| Conference: |
International Conference on Mobile and Ubiquitous Multimedia |
| Type of Publication: |
A4 Article in conference proceedings |
| Field of Science: |
113 Computer and information sciences |
| Subjects: | |
| Funding: |
This work is partially funded by the Academy of Finland (Grants 276786-AWARE, 286386-CPDSS, 285459-iSCIENCE, 304925-CARE), the European Commission (Grant 6AIKA-A71143-AKAI), and Marie Skłodowska-Curie Actions (645706-GRAGE). |
| EU Grant Number: |
(645706) GRAGE - Grey and green in Europe: elderly living in urban areas |
| Academy of Finland Grant Number: |
276786 286386 285459 304925 |
| Detailed Information: |
276786 (Academy of Finland Funding decision) 286386 (Academy of Finland Funding decision) 285459 (Academy of Finland Funding decision) 304925 (Academy of Finland Funding decision) |
| Copyright information: |
© Copyright is held by the owner/author(s). Publication rights licensed to ACM. 2017. This is the author's version of the work. It is posted here for your personal use. Not for redistribution. The definitive Version of Record was published in |