Analysis of the actual response rates in mobile advertising

Hye Sun Lee, Chi Hyung Lee, Gun Hee Lee, Yi Hyun Kim, Bong Gyou Lee

Research output: Chapter in Book/Report/Conference proceedingConference contribution

13 Citations (Scopus)

Abstract

This study analyzed trends of recent mobile advertising in Korea by examining users' response rates of mobile advertisements, and the effectiveness of new advertising strategies designed to attract more customers. Mobile advertising is rapidly developing, and various formats of mobile advertisements are emerging into what is known as interactive media. Unlike passive advertising methods, mobile advertising can target specific audience groups, and provide instant feedback on whether it attracts a user or not. However, despite its advantages, mobile advertising has many obstacles that prevent it from performing to its potential. The methods used to conduct this study include the analysis of customers' response rates, interviews and case studies. The analysis implies that customers differently respond to mobile advertising messages by content type, time, and age, and that new techniques in mobile advertising continue to promote mobile handsets to become useful advertising tool.

Original languageEnglish
Title of host publication2006 Innovations in Information Technology, IIT
DOIs
Publication statusPublished - 2006
Event2006 Innovations in Information Technology, IIT - Dubai, United Arab Emirates
Duration: 2006 Nov 192006 Nov 21

Publication series

Name2006 Innovations in Information Technology, IIT

Other

Other2006 Innovations in Information Technology, IIT
CountryUnited Arab Emirates
CityDubai
Period06/11/1906/11/21

All Science Journal Classification (ASJC) codes

  • Computer Networks and Communications
  • Computer Science Applications

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    Lee, H. S., Lee, C. H., Lee, G. H., Kim, Y. H., & Lee, B. G. (2006). Analysis of the actual response rates in mobile advertising. In 2006 Innovations in Information Technology, IIT [4085448] (2006 Innovations in Information Technology, IIT). https://doi.org/10.1109/INNOVATIONS.2006.301933