Mobile app advertising research

2,758 views

Published on

A presentation of data found in :

Bellman, S.; Potter, R.F., Treleaven-Hassard, S.; Robinson, J.A.; Varan, D (2011). The Effectiveness of Branded Mobile Phone Apps. Journal of Interactive Marketing 25 191-200.

Published in: Education, Business, Technology
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,758
On SlideShare
0
From Embeds
0
Number of Embeds
692
Actions
Shares
0
Downloads
0
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide

Mobile app advertising research

  1. 1. T340—Electronic Media Advertising Mobile App Advertising Research
  2. 2. Branded Apps <ul><li>Defined as “software downloadable to a mobile device which prominently displays a brand identity, often via the name of the app and the appearance of the brand logo or icon…” p. 191 </li></ul>
  3. 3. First Academic Research Study <ul><li>No publicly available research on whether branded apps are effective forms of advertising </li></ul><ul><li>“ Effectiveness” is defined as a form of persuasion </li></ul><ul><ul><li>An effective app should increase Attitudes toward the Brand </li></ul></ul><ul><ul><li>An effective brand may be able to increase Purchase Intention </li></ul></ul>
  4. 4. Interactivity Tends to Benefit <ul><li>Interactivity leads to more time spent with an advertising message </li></ul><ul><li>Consumers cognitively process ads with interactive components more deeply </li></ul><ul><li>Interactive ads generate more thoughts in consumers than standard ads </li></ul><ul><ul><li>If most of those thoughts are positive, a beneficial result for the brand </li></ul></ul>
  5. 5. Hypothesis 1 Using a branded mobile phone application improves Ab and PI Image: http://www.get-app-and-go.com/
  6. 6. Product Relevance is Important <ul><li>ELM research shows relevant advertisements are processed more centrally </li></ul><ul><li>So adding interactivity (via the app) to a product that is highly relevant should be even more influential at improving attitudes and planned behavior </li></ul>
  7. 7. Hypothesis 2 Branded mobile phone apps for highly-relevant products will have a larger persuasive impact on shifts in attitude and behavior http://www.textually.org/textually/archives/2009/08/024280.htm
  8. 8. Impact of Creative Execution <ul><li>Functional/Informational </li></ul><ul><ul><li>Supports a desired, goal-directed outcome </li></ul></ul><ul><ul><li>“ This site helps me make good purchase decisions” </li></ul></ul><ul><ul><li>Online shopping, banking, etc. </li></ul></ul>
  9. 9. Impact of Creative Execution <ul><li>Experiential </li></ul><ul><ul><li>Caters to an intrinsic-enjoyment outcome </li></ul></ul><ul><ul><li>“ It’s a treat for me” “I like to kick back with it and unwind” </li></ul></ul><ul><ul><li>Chat rooms, games, etc. </li></ul></ul>
  10. 10. How Does User Attention Differ Between These Two? <ul><li>Experiential </li></ul><ul><ul><li>Users must primarily attend to and actively manipulate things on the screen </li></ul></ul><ul><ul><li>Externally-focused </li></ul></ul>http://asia.cnet.com/crave/paint-by-powerslide-with-this-bmw-z4-app-62107331.htm
  11. 11. How Does User Attention Differ Between These Two? <ul><li>Informational </li></ul><ul><ul><li>Users ruminate to make decisions and plans surrounding the brand </li></ul></ul><ul><ul><li>Internally-focused </li></ul></ul>http://www.youtube.com/watch?v=r7j0OQMNL6s
  12. 12. How can we measure this difference in attention? <ul><li>The activity of your heart actually changes depending on whether your attention is focused internally or externally </li></ul>External Focus = Slower HR Internal Focus = Faster HR
  13. 13. Hypothesis 3
  14. 14. Attentional Focus and ELM <ul><li>Internal Attention facilitates Central Processing of information associated with the brand </li></ul><ul><li>External Attention is more likely to result in influence via the shallow-processing peripheral route </li></ul>
  15. 15. Hypothesis 4 Informational Apps will have a greater persuasive impact on A b and PI than Experiential Apps http://www.wdtinc.com/pages/imapmobile
  16. 16. Product Relevance and ELM <ul><li>According to ELM, consumers process products that are relevant to them CENTRALLY and products that aren’t relevant to them PERIPHERALLY </li></ul><ul><li>The creative production of the app is unlikely to affect product relevance </li></ul>
  17. 17. Product Relevance and ELM “ Therefore, it is not expected that consumers will centrally process information about a low-relevance product even when this type of processing is seemingly encouraged by an informational-style app. Similarly, consumers wanting to centrally process information about a high-relevance product may be disappointed by the lack of information provided by an experiential app, and these negative emotions could reduce the favorability of the brand and purchase intention.” p. 194
  18. 18. Hypothesis 5
  19. 19. The Participants <ul><li>219 member of the general public </li></ul><ul><ul><li>159 from Texas, 69 from Perth, Australia </li></ul></ul><ul><li>Ages 18-74 (Mean age = 40.9) </li></ul><ul><li>48% female </li></ul><ul><li>96% owned mobile devices </li></ul><ul><ul><li>Nearly 30% owned iPod touch/iPhone </li></ul></ul>
  20. 20. The Study Procedure <ul><li>Pre-test/Post-test Design </li></ul><ul><li>About 10 days before the experimental session, participants complete an online questionnaire </li></ul><ul><ul><li>Questions about brand attitudes and purchase intentions </li></ul></ul><ul><ul><ul><li>Experimental brands and competitor brands to avoid highlighting the ones used in the later experiment </li></ul></ul></ul>
  21. 21. The Study Procedure <ul><li>About 10 days later participants reported to research lab </li></ul><ul><li>Interacted with 8 apps for as long as they wished </li></ul><ul><li>After the entire interaction session they completed the online questionnaire again </li></ul><ul><ul><li>minus questions about competing brands </li></ul></ul>
  22. 22. Stimuli Apps
  23. 23. Stimuli Apps
  24. 25. Results <ul><li>Hypothesis 1: Using a branded app will increase positive attitudes toward the brand and purchase intention </li></ul>
  25. 27. Attitude Toward the Brand
  26. 28. Purchase Intention
  27. 29. Results <ul><li>Hypothesis 2: Branded mobile phone apps for highly-relevant products will have a larger persuasive impact on shifts in attitude and behavior </li></ul>
  28. 30. Not supported possibly due to women liking both
  29. 31. Hypothesis 3
  30. 32. Result Beats Per Minute
  31. 33. Hypothesis 4 Informational Apps will have a greater persuasive impact on A b and PI than Experiential Apps
  32. 34. Result Informational Apps will have a greater persuasive impact on Ab and PI than Experiential Apps Attitude toward the Brand
  33. 35. Result Informational Apps will have a greater persuasive impact on Ab and PI than Experiential Apps Purchase Intention
  34. 36. Hypothesis 5 Not supported for either Brand Attitude or Purchase Intention
  35. 37. An interesting unhypothesized result <ul><li>Use of branded apps resulted in a large and significant product category involvement across category </li></ul>
  36. 39. Attitude Toward Product Category
  37. 40. Key Points Branded Apps improve interest in the product category Image credit--http://www.mirnabard.com/2011/09/how-to-develop-successful-mobile-apps/
  38. 41. Key Points Branded Apps have a large and positive effect on brand attitude but limited effect on purchase intention Image credit--http://www.mirnabard.com/2011/09/how-to-develop-successful-mobile-apps/
  39. 42. Key Points The most likely explanation is that apps offer a high level of user engagement, that in this experiment were either experiential or informational Image credit--http://www.mirnabard.com/2011/09/how-to-develop-successful-mobile-apps/
  40. 43. Key Points The benefit was found for both relevant and irrelevant product categories, suggesting that apps may be ideal for introducing new categories or ones they have yet to try Image credit--http://www.mirnabard.com/2011/09/how-to-develop-successful-mobile-apps/
  41. 44. Key Points “ The implication is that smartphone application development could be a better use of funds currently deployed on mobile-ready Web sites and other forms of advertising and promotion.” p. 192 Image credit--http://www.mirnabard.com/2011/09/how-to-develop-successful-mobile-apps/
  42. 45. Key Points Attention to apps employing an informational creative strategy seem evoke an internal focus of attention and may thereby lead to the generation of a more personal connection to the brand Image credit--http://www.mirnabard.com/2011/09/how-to-develop-successful-mobile-apps/

×