TY - GEN
T1 - Analysis of the actual response rates in mobile advertising
AU - Lee, Hye Sun
AU - Lee, Chi Hyung
AU - Lee, Gun Hee
AU - Kim, Yi Hyun
AU - Lee, Bong Gyou
PY - 2006
Y1 - 2006
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=50049127983&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=50049127983&partnerID=8YFLogxK
U2 - 10.1109/INNOVATIONS.2006.301933
DO - 10.1109/INNOVATIONS.2006.301933
M3 - Conference contribution
AN - SCOPUS:50049127983
SN - 1424406749
SN - 9781424406746
T3 - 2006 Innovations in Information Technology, IIT
BT - 2006 Innovations in Information Technology, IIT
T2 - 2006 Innovations in Information Technology, IIT
Y2 - 19 November 2006 through 21 November 2006
ER -