Browse > Article
http://dx.doi.org/10.13088/jiis.2018.24.2.037

The Effect of Mobile Advertising Platform through Big Data Analytics: Focusing on Advertising, and Media Characteristics  

Bae, Seong Deok (Minwise Co., Ltd.)
Park, Do-Hyung (College of Management Information Systems / Graduate School of Business IT, Kookmin University)
Publication Information
Journal of Intelligence and Information Systems / v.24, no.2, 2018 , pp. 37-57 More about this Journal
Abstract
With the spread of smart phones, interest in mobile media is on the increase as useful media recently. Mobile media is assessed as having differentiated advantages from existing media in that not only can they provide consumers with desired information anytime and anywhere but also real-time interaction is possible in them. So far, studies on mobile advertising were mostly researches analyzing satisfaction with, and acceptance of, mobile advertising based on survey, researches focusing on the factors affecting acceptance of mobile advertising messages and researches verifying the effect of mobile advertising on brand recall, advertising attitude and brand attitude through experiments. Most of the domestic mobile advertising studies related to advertisement effect and advertisement attitude have been conducted through experiments and surveys. The advertising effectiveness measure of the mobile ad used the attitude of the advertisement, purchase intention, etc. To date, there have been few studies on the effects of mobile advertising on actual advertising data to prove the characteristics of the advertising platform and to prove the relationship between the factors influencing the advertising effect and the factors. In order to explore advertising effect of mobile advertising platform currently commercialized, this study defined advertising characteristics and media characteristics from the perspective of advertiser, advertising platform and publisher and analyzed the influence of each characteristic on advertising effect. As the advertisement characteristics, we classified advertisement format classified by bar type and floating type, and advertisement material classified by image and text. We defined advertisement characteristics of advertisement platform as Hedonic and Utilitarian media characteristics. As a dependent variable, we use CTR, which is the ratio of response (click) to ad exposure. The theoretical background and the analysis of the mobile advertising business, the hypothesis that the advertisement effect is different according to the advertisement specification, the advertisement material, In the ad standard, bar ads are classified as static framing, Floating ads can be categorized as dynamic framing, and the hypothetical definition of floating advertisements, which are high-profile dynamic framing ads, is highly responsive. In advertising, images with high salience are defined to have higher ad response than text. In the media characteristics classified as practical / hedonic type, it is defined that the hedonic type media has a more relaxed tendency than the practical media, and there is a high possibility of receiving various information because there is no clear target. In addition, image material and hedonic media are defined to be highly effective in the interaction between advertisement specification and advertisement material, advertisement specifications and media characteristics, and advertisement material and media characteristics. As the result of regression analysis on each characteristic, material standard, which is a characteristic of mobile advertisement, and media characteristics separated into 'Hedonic' and 'Utilitarian' had significant influence on advertisement effect and mutual interaction effect was also confirmed. In the mobile advertising standard, the advertising effect of the floating advertisement is higher than that of the bar advertisement, Floating ads were more effective than text ads for image ads. In addition, it was confirmed that the advertising effect is higher in the practical media than the hedonic media. The research was carried out with the big data collected from the mobile advertising platform, and it was possible to grasp the advertising effect of the measure index standard which is used in the practical work which could not be grasped in the previous research. In other words, the study was conducted using the CTR, which is a measure of the effectiveness of the advertisement used in the online advertisement and the mobile advertisement, which are not dependent on the attitude of the ad, the attitude of the brand, and the purchase intention. This study suggests that CTR is used as a dependent variable of advertising effect based on actual data of mobile ad platform accumulated over a long period of time. The results of this study is expected to contribute to establishment of optimum advertisement strategy such as creation of advertising materials and planning of media which suit advertised products at the time of mobile advertisement.
Keywords
Mobile Advertising; Advertising Effect; Cognitive Fit Theory; Bigdata; Advertisement Platform;
Citations & Related Records
Times Cited By KSCI : 9  (Citation Analysis)
연도 인용수 순위
1 Kim, E.H., and S.Y. Yu, "A Study on Effects of Floating Advertising Which Follows in Presenting Strategy, Products and Internet Sites," Korean Journal of Consumer and Advertising Psychology, Vol. 9, No. 2(2008), 199-216.   DOI
2 Kim, K.-W., and D.-H. Park, "Emoticon by Emotions: The Development of an Emoticon Recommendation System Based on Consumer Emotions," Journal of Intelligence and Information Systems, Vol. 24, No. 1(2018), 227-252.   DOI
3 Kwahk, K.-Y., and D.-H. Park, "The Effects of Network Sharing on Knowledge-sharing Activities and Job Performance in Enterprise Social Media Environments," Computers in Human Behavior, Vol. 55(2016), 826-839.   DOI
4 Lee, D., T. Kang, and D.-H. Park, "The Research on PC-based Versus Mobile Device-based Shopping Behavior Depending on Consumer Purchase Decision Process: Focusing on Task-Technology Fit Theory," Entrue Journal of Information Technology, Vol. 13, No. 3(2014), 107-122.
5 Lee, J., D.-H. Park, and I. Han, "The Different Effects of Online Consumer Reviews on Consumers' Purchase Intentions Depending on Trust in Online Shopping Malls: An Advertising Perspective," Internet Research, Vol. 21, No. 2(2011), 187-206.   DOI
6 Lee, J., D.-H. Park, and I. Han, "The Effect of Negative Online Consumer Reviews on Product Attitude: An Information Processing View," Electronic Commerce Research and Applications, Vol. 7, No. 3(2008), 341-352.   DOI
7 Lee, K.Y., and H. Park, "A Study on Perception of Advertisers, Advertising Agencies, and Mobile Contents Providers Concerning Mobile Advertising Effectiveness and Obstacles and Promotion of Mobile Advertising Business," The Korean Journal of Advertising, Vol. 16, No. 1(2005), 225-249.
8 Lee, K.Y., and S. Kim, "The Predictors of Intention of Clicking Mobile Advertising," The Korean Journal of Advertising, Vol. 16, No. 3(2005), 191-218.
9 Batra, R., and M.B. Holbrook, "Developing a Typology of Affective Responses to Advertising," Psychology & Marketing, Vol. 7, No. 1(1990), 11-25.   DOI
10 Choi, Y., and D.-H. Park, "Development of Youke Mining System with Yóukè's Travel Demand and Insight Based on Web Search Traffic Information," Journal of Intelligence and Information Systems, Vol. 23, No. 3(2017), 155-175.   DOI
11 Lee, S.J., and E. Sim, "Impact of the Interaction of Evoked Emotions and Active/Calm Framing of Advertisements on Attitudinal Responses," Korean Journal of Journalism & Communication Studies, Vol. 54, No. 4(2010), 327-349.
12 Lee, S.-H. "The Research Trend and Theorizing of Mobile Advertising," Communication Theories, Vol. 6, No. 1(2010), 6-49.
13 Moon, P.J., "The Comparison and Analysis of Mobile Advertising Platform," The Journal of the Korea Institute of Electronic Communication Sciences, Vol. 7, No. 3(2012), 515-520.   DOI
14 Nam, K., and J. Yeo, "A Study on Consumers' Acceptance Process of Mobile Advertising," Journal of Consumer Studies, Vol. 22, No. 4(2011), 1-28.
15 Park, D.-H., "The Development of Travel Demand Nowcasting Model Based on Travelers' Attention: Focusing on Web Search Traffic Information," The Journal of Information Systems, Vol. 26, No. 3(2017a), 171-185.   DOI
16 Park, D.-H., "Virtuality as a Psychological Distance: The Strategy for Advertisement Message Appeal Depending on Virtuality," Journal of Information Technology Applications & Management, Vol. 24, No. 2(2017b), 39-54.
17 Jun, S.-P., and D.-H. Park, "Consumer Information Search Behavior and Purchasing Decisions: Empirical Evidence from Korea," Technological Forecasting and Social Change, Vol. 107(2016), 97-111.   DOI
18 Ehrenberg, A., N. Barnard, and J. Scriven, "Differentiation or Salience," Journal of Advertising Research, Vol. 37, No. 6(1997), 7-15.
19 Eisenmann, T., Parker, G., and M.W. Van Alstyne, "Strategies for Two-Sided Markets," Harvard Business Review, Vol. 84, No. 10(2006), 92.
20 Jun, S.-P., and D.-H. Park, "Intelligent Brand Positioning Visualization System Based on Web Search Traffic Information: Focusing on Tablet PC," Journal of Intelligence and Information Systems, Vol. 19, No. 3(2013), 93-111.   DOI
21 Jun, S.-P., D.-H. Park, and J. Yeom, "The Possibility of Using Search Traffic Information to Explore Consumer Product Attitudes and Forecast Consumer Preference," Technological Forecasting and Social Change, Vol. 86(2014), 237-253.   DOI
22 Vessey, I., "The Effect of Information Presentation on Decision Making: A Cost-Benefit Analysis," Information & Management, Vol. 27, No. 2(1994), 103-119.   DOI
23 Park, D.-H., "Virtuality as a Psychological Distance and Temporal Distance: Focusing on the Effect of Product Information Type on Product Attitude," Knowledge Management Research, Vol. 18, No. 3(2017c), 163-178.
24 Park, S.-B., and D.-H. Park, "The Effect of Low-versus High-variance in Product Reviews on Product Evaluation," Psychology & Marketing, Vol. 30, No. 7(2013), 543-554.   DOI
25 Seo, B.-G., and D.-H. Park, "The Effect of Message Framing Depending on Psychological Ownership: Focusing on Information Security Behavior in Online Service," Knowledge Management Research, Vol. 19, No. 1(2018), 1-18.
26 Strahilevitz, M.A., "The effects of product type and donation magnitude on willingness to pay more for a charity-linked brand," Journal of Consumer Psychology, Vol. 8, No. 3(1999), 215-241.   DOI
27 Tak, J.Y., and Y. Hwang, "An Exploratory Study on the Effects of Mobile Advertising: Focusing on the Involvement and Passive Learning Theories," Journal of Communication Science, Vol. 5, No. 1(2005), 265-300.
28 Vessey, I., and D. Galletta, "Cognitive Fit: An Empirical Study of Information Acquisition," Information Systems Research, Vol. 2, No. 1(1991), 63-84.   DOI
29 Yang, B., and Y. Kim, "A Model of Reciprocal Causation on Mobile Advertising: Integrating Mobile Technology into the Communication Effect of Ad," The Korean Journal of Advertising, Vol. 19, No. 3(2008), 157-171.
30 Yoo, I.-J., B.-G. Seo, and D.-H. Park, "Smart Store in Smart City: The Development of Smart Trade Area Analysis System Based on Consumer Sentiments," Journal of Intelligence and Information Systems, Vol. 24, No. 1 (2018), 25-52.   DOI
31 Kim, C.-J., H.-J. Kim, and Y.-C Kang, "A Study on the Relationship Between Mobile Advertising Factors and Effects on User's Marketing Activities," Journal of the Korea Society of Computer and Information, Vol. 14, No. 10(2009), 141-148.
32 Kang, T., and D.-H. Park, "The Effect of Expert Reviews on Consumer Product Evaluations: A Text Mining Approach," Journal of Intelligence and Information Systems, Vol. 22, No. 1(2016), 63-82.   DOI
33 Kim, B., Y. Choi, and D.-H. Park, "Investment Model Development Based on Web-search Traffic Information: Focusing on KOSPI Index," Entrue Journal of Information Technology, Vol. 14, No. 3(2015), 63-81.