Mobile Advertising Effectiveness

This field experiment research study explores the effectiveness of the Technology Acceptance Model (TAM) and the uses and gratifications theory by comparing mobile banner ads to non-mobile banner ads on a local newspaper's website.

Mobile Advertising Effectiveness

Ginger Rosenkrans and Keli Myers

Abstract:

This field experiment research study explores the effectiveness of the Technology Acceptance Model (TAM) and the uses and gratifications theory by comparing mobile banner ads to non-mobile banner ads on a local newspaper's website. Findings from this research indicate mobile banner ads had significantly higher click-through rates than the non-mobile banner ads and there were significantly more Apple devices than non-Apple devices used to access mobile ads.

Introduction

Digital is the impetus for growth in U.S. advertising (Emarketer, 2012b). It is projected that spending on desktop and mobile Internet...

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