Consumer Engagement Characteristics in Mobile Advertising

Advertising on mobile devices is becoming increasingly more important as the possibilities regarding their design and context become increasingly more extensive. This research focuses on the characteristics of design and context regarding mobile advertisements, structured according to the CRISP-DM process model. First, we describe their key concepts and relevant theoretical background. Then, we design the Mobile Advertising Effectiveness Framework for Consumer Engagement (MAEF4CE), which relates medium types, creative attributes, ad formats, device specific ads, and brand visibility as mobile advertisement characteristics. Finally, we uncover the combination of characteristics that elicits optimal consumer engagement in mobile advertisements in a real-time bidding dataset.

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