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Abstract

Smartphone usage has continued to rise, a total of 142.6 billion apps and games were downloaded in 2022, which represents almost an increase of 40% compared to 2018​ (Business of Apps, 2023)​. Consumers prefer apps when it comes to spending time on smartphones., The mobile app usage grew 6 more minutes from last year to an average of 3 hours and 22 minutes per day in 2022, compared to 52 minutes time spent using mobile browsers​​ (Insider Intelligence, 2022).

The advertising sector has taken note of this trend. The global in-app advertising market size was valued at $151.1 billion in 2022 and is expected to grow at a Compound Annual Growth Rate (CAGR) of 13.2% from 2023 to 2030​ (Grand View Research, 2022)​. These figures underline the shifting dynamics in mobile advertising, emphasizing the importance of apps as a platform for advertisers to reach their target audiences. Moreover, continuous innovation in mobile ad services, the introduction of buffer-free “Instant-Play” video formats, enriched creatives leveraging mobile device features (e.g., tilt, tap, shake), and new mechanisms like “Rewarded Ads” have all contributed to evolving the in-app mobile ad environment.

Existing mobile advertising literature covers various campaign aspects like suitable products for mobile ads (Bart et al., 2014) and effects of mobile promotions and coupons (Danaher et al., 2015) but lacks analysis on how mobile ad content impacts consumer brand choice intention, a critical factor for campaign success. This article addresses this gap by examining how mobile in-app advertising content influences consumers’ brand choice intention. Utilizing mobile interactions to categorize ad creatives from diverse industries, the study analyses a unique dataset of 252 mobile in-app video advertising campaigns from Digital Turbine, covering a range of industries. Through a test-control field experiment involving around 285,000 consumers, it aims to evaluate the relationship between mobile advertising and brand choice intention.

Publication Type:	Monograph (Working Paper)
Additional Information:	This paper is available at: http://yusufoc.com/
Subjects:	H Social Sciences > H Social Sciences (General) T Technology > T Technology (General)
Departments:	Bayes Business School Bayes Business School > Management
SWORD Depositor:	Symplectic Administrator

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