Mobile Devices and Advertising: Perceptions and Opportunities

Mobile Devices and Advertising: Perceptions and Opportunities

Patricia Dias (Catholic University of Portugal, Portugal) and Inês Teixeira-Botelho (Universidade Lusófona, Portugal)
Copyright: © 2018 |Pages: 27
ISSN: 2327-5502|EISSN: 2327-5529|ISBN13: 9781522531142|ISBN10: 1522531149|EISBN13: 9781522531159
DOI: 10.4018/978-1-5225-3114-2.ch005
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MLA

Dias, Patricia and Inês Teixeira-Botelho. "Mobile Devices and Advertising: Perceptions and Opportunities." Multi-Platform Advertising Strategies in the Global Marketplace. IGI Global, 2018. 118-144. Web. 27 Mar. 2020. doi:10.4018/978-1-5225-3114-2.ch005

APA

Dias, P., & Teixeira-Botelho, I. (2018). Mobile Devices and Advertising: Perceptions and Opportunities. In K. Yang (Ed.), Multi-Platform Advertising Strategies in the Global Marketplace (pp. 118-144). Hershey, PA: IGI Global. doi:10.4018/978-1-5225-3114-2.ch005

Chicago

Dias, Patricia and Inês Teixeira-Botelho. "Mobile Devices and Advertising: Perceptions and Opportunities." In Multi-Platform Advertising Strategies in the Global Marketplace, ed. Kenneth C. C. Yang, 118-144 (2018), accessed March 27, 2020. doi:10.4018/978-1-5225-3114-2.ch005

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Abstract

This chapter discusses ways of rethinking and reconfiguring advertising models and tools, in order to explore all the potential of mobile devices. The chapter presents a literature review on perceptions and opportunities related to mobile devices and advertising, focusing themes such as branded content, branded apps, advergames, second screening and m-commerce. It also presents results from an exploratory qualitative study conducted in Portugal on perceptions about mobile devices and advertising, based on 4 focus groups with users of mobile devices aged between 18 and 35 years old. The empirical results show that users have negative perceptions and attitudes towards traditional advertising models, such as banners, pop-ups and pre-videos on YouTube. On the contrary, they use some branded apps and value both engagement and community building and providing useful services and information. Thus, opportunities, possibilities, preferences and dislikes were discussed.

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