Captive targeting: A field study on mobile transit advertising

Jinpyo Hong, Il Im

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

Abstract

This paper examines how transit riding fundamentally affects consumer responses to mobile ads. On the basis of theoretical frameworks on time perception (Hornik and Zakay 1996), we illuminated the contextual particularity of temporal captivity. By analyzing field experiment data from a large mobile payment provider, we identified that ad receptivity among mobile users is higher under captive transit conditions. We also found that passenger targeting can foster greater enhancement in ad effectiveness when additional temporal conditions are achieved. Temporally proximal distribution from boarding, long travel times, time instability, and contingent deviations to routine positively moderate stronger contextual effects. Further analysis revealed that those moderators operate differently between routine and non-routine travel routes. Our results accord with the theoretical intuition drawn from the time perception framework. Researchers and practitioners can equally benefit from our findings given that they expand the purview of context-based targeting and provide wide-ranging opportunities for effective advertising.

Original languageEnglish
Title of host publicationInternational Conference on Information Systems 2018, ICIS 2018
PublisherAssociation for Information Systems
ISBN (Electronic)9780996683173
Publication statusPublished - 2018 Jan 1
Event39th International Conference on Information Systems, ICIS 2018 - San Francisco, United States
Duration: 2018 Dec 132018 Dec 16

Publication series

NameInternational Conference on Information Systems 2018, ICIS 2018

Conference

Conference39th International Conference on Information Systems, ICIS 2018
CountryUnited States
CitySan Francisco
Period18/12/1318/12/16

Fingerprint

Moderators
Field Study
Travel time
Marketing
Field Experiment
Experiments
travel
Travel Time
Expand
Deviation
Enhancement
moderator
intuition
Advertising
time
Time perception
Targeting
Field study
experiment
Perception

All Science Journal Classification (ASJC) codes

  • Computer Science Applications
  • Statistics, Probability and Uncertainty
  • Library and Information Sciences
  • Applied Mathematics

Cite this

Hong, J., & Im, I. (2018). Captive targeting: A field study on mobile transit advertising. In International Conference on Information Systems 2018, ICIS 2018 (International Conference on Information Systems 2018, ICIS 2018). Association for Information Systems.
Hong, Jinpyo ; Im, Il. / Captive targeting : A field study on mobile transit advertising. International Conference on Information Systems 2018, ICIS 2018. Association for Information Systems, 2018. (International Conference on Information Systems 2018, ICIS 2018).
@inproceedings{69a3b24fc1ae4091b4ac111dd5d9931d,
title = "Captive targeting: A field study on mobile transit advertising",
abstract = "This paper examines how transit riding fundamentally affects consumer responses to mobile ads. On the basis of theoretical frameworks on time perception (Hornik and Zakay 1996), we illuminated the contextual particularity of temporal captivity. By analyzing field experiment data from a large mobile payment provider, we identified that ad receptivity among mobile users is higher under captive transit conditions. We also found that passenger targeting can foster greater enhancement in ad effectiveness when additional temporal conditions are achieved. Temporally proximal distribution from boarding, long travel times, time instability, and contingent deviations to routine positively moderate stronger contextual effects. Further analysis revealed that those moderators operate differently between routine and non-routine travel routes. Our results accord with the theoretical intuition drawn from the time perception framework. Researchers and practitioners can equally benefit from our findings given that they expand the purview of context-based targeting and provide wide-ranging opportunities for effective advertising.",
author = "Jinpyo Hong and Il Im",
year = "2018",
month = "1",
day = "1",
language = "English",
series = "International Conference on Information Systems 2018, ICIS 2018",
publisher = "Association for Information Systems",
booktitle = "International Conference on Information Systems 2018, ICIS 2018",
address = "United States",

}

Hong, J & Im, I 2018, Captive targeting: A field study on mobile transit advertising. in International Conference on Information Systems 2018, ICIS 2018. International Conference on Information Systems 2018, ICIS 2018, Association for Information Systems, 39th International Conference on Information Systems, ICIS 2018, San Francisco, United States, 18/12/13.

Captive targeting : A field study on mobile transit advertising. / Hong, Jinpyo; Im, Il.

International Conference on Information Systems 2018, ICIS 2018. Association for Information Systems, 2018. (International Conference on Information Systems 2018, ICIS 2018).

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

TY - GEN

T1 - Captive targeting

T2 - A field study on mobile transit advertising

AU - Hong, Jinpyo

AU - Im, Il

PY - 2018/1/1

Y1 - 2018/1/1

N2 - This paper examines how transit riding fundamentally affects consumer responses to mobile ads. On the basis of theoretical frameworks on time perception (Hornik and Zakay 1996), we illuminated the contextual particularity of temporal captivity. By analyzing field experiment data from a large mobile payment provider, we identified that ad receptivity among mobile users is higher under captive transit conditions. We also found that passenger targeting can foster greater enhancement in ad effectiveness when additional temporal conditions are achieved. Temporally proximal distribution from boarding, long travel times, time instability, and contingent deviations to routine positively moderate stronger contextual effects. Further analysis revealed that those moderators operate differently between routine and non-routine travel routes. Our results accord with the theoretical intuition drawn from the time perception framework. Researchers and practitioners can equally benefit from our findings given that they expand the purview of context-based targeting and provide wide-ranging opportunities for effective advertising.

AB - This paper examines how transit riding fundamentally affects consumer responses to mobile ads. On the basis of theoretical frameworks on time perception (Hornik and Zakay 1996), we illuminated the contextual particularity of temporal captivity. By analyzing field experiment data from a large mobile payment provider, we identified that ad receptivity among mobile users is higher under captive transit conditions. We also found that passenger targeting can foster greater enhancement in ad effectiveness when additional temporal conditions are achieved. Temporally proximal distribution from boarding, long travel times, time instability, and contingent deviations to routine positively moderate stronger contextual effects. Further analysis revealed that those moderators operate differently between routine and non-routine travel routes. Our results accord with the theoretical intuition drawn from the time perception framework. Researchers and practitioners can equally benefit from our findings given that they expand the purview of context-based targeting and provide wide-ranging opportunities for effective advertising.

UR - http://www.scopus.com/inward/record.url?scp=85062567485&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=85062567485&partnerID=8YFLogxK

M3 - Conference contribution

AN - SCOPUS:85062567485

T3 - International Conference on Information Systems 2018, ICIS 2018

BT - International Conference on Information Systems 2018, ICIS 2018

PB - Association for Information Systems

ER -

Hong J, Im I. Captive targeting: A field study on mobile transit advertising. In International Conference on Information Systems 2018, ICIS 2018. Association for Information Systems. 2018. (International Conference on Information Systems 2018, ICIS 2018).