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MSc Thesis Defense

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My thesis defense presentation on mobile advertising

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MSc Thesis Defense

  1. 1. Sander Buitelaar Master Thesis Defense Business Information Management September 21, 2012Coach: Wolf KetterCo-reader: Stefano Puntoni
  2. 2. Outline• Introduction• Research Questions• Methodology• Conceptual Model• Results• Conclusion First mobile phone: Motorola 8000x The Rise of Mobile Advertising 21/9/2012 2
  3. 3. Introduction• Mobile is changing the Web o “More users will connect to the Internet over mobile devices than desktop PCs [by 2015].” – Mary Meeker (2012)• How does this change online advertising?The Rise of Mobile Advertising 21/9/2012 3
  4. 4. Research Questions• RQ 1: What factors impact the click-through rate (CTR) of an online search advertisement?• RQ 2: Does the CTR differ based on the type of device?• RQ 3: How do these factors differ based on the type of device?The Rise of Mobile Advertising 21/9/2012 4
  5. 5. Methodology• Online advertising campaign in Google AdWords• Laptop bags, laptop sleeves, phone cases and iPad cases.The Rise of Mobile Advertising 21/9/2012 5
  6. 6. Conceptual ModelThe Rise of Mobile Advertising 21/9/2012 6
  7. 7. Results CTR per device 4.50% 3.99% 4.00% Sum of Device Sum of Clicks 3.50% Impressions 3.00% Computers/ 323 17,361 Laptops 2.38% 2.50% Computers/ Laptops Smartphones 1.86% 133 3,336 Smartphones 2.00% Tablets 1.50% Tablets 85 3,573 1.00% Grand Total 541 24,270 0.50% 0.00% Computers/ Laptops Smartphones TabletsThe Rise of Mobile Advertising 21/9/2012 7
  8. 8. ANCOVA Results Type III Sum of Partial Eta F Source Squares Squared Corrected Model 2,498,145 43,227 30.6% Intercept 10,797,707 2,989,432 65.5% AVG.P_center 1,669,069 462,095 22.7% Price 72,523 20,079 1.3% Mobile_Dum 251,816 69,717 4.2% Product * Price 172,044 47,632 2.9% Product * Price * 185,277 51,295 3.2% Mobile_Dum Price * CTA * Mobile_Dum 99,891 27,656 1.7% R squared = 0.306 (Adjusted R squared = 0.298)The Rise of Mobile Advertising 21/9/2012 8
  9. 9. Mobile Devices x PriceThe Rise of Mobile Advertising 21/9/2012 9
  10. 10. Mobile Devices x ProductThe Rise of Mobile Advertising 21/9/2012 10
  11. 11. Mobile Devices x CTAThe Rise of Mobile Advertising 21/9/2012 11
  12. 12. Price x ProductThe Rise of Mobile Advertising 21/9/2012 12
  13. 13. Mobile Devices x Product x PriceThe Rise of Mobile Advertising 21/9/2012 13
  14. 14. Conclusion• Generalizations o The medium matters• Managerial Implications o Do not include price o Separate mobile devices and tablets• Limitations o Dutch market, small business, unknown brands.• Future Research o User behavior in mobile devices o Tablet devices vs. smartphones The Rise of Mobile Advertising 21/9/2012 14
  15. 15. Thank you I will now take your questionsThe Rise of Mobile Advertising 21/9/2012 15

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