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

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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