Exploring mobile ad formats to increase brand recollection and enhance user experience

Visuri, Aku; Hosio, Simo; Ferreira, Denzil (2017-11-26)
 
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https://doi.org/10.1145/3152832.3152834

Visuri, Aku
Hosio, Simo
Ferreira, Denzil
Association for Computing Machinery
26.11.2017

Aku Visuri, Simo Hosio, and Denzil Ferreira. 2017. Exploring mobile ad formats to increase brand recollection and enhance user experience. In Proceedings of the 16th International Conference on Mobile and Ubiquitous Multimedia (MUM '17). ACM, New York, NY, USA, 311-319. DOI: https://doi.org/10.1145/3152832.3152834

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doi:https://doi.org/10.1145/3152832.3152834
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https://urn.fi/URN:NBN:fi-fe201901212665
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Abstract

Digital 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.

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