The Effect of Mobile Advertising Presentation Parameters on Brand Memory

Abstract

One problem in mobile advertising is how to design ads that are impactful but not intrusive. One way to lower intrusiveness would be to present smaller ads, which is particularly relevant given the smaller screens on mobile devices. However, one consequence of smaller ads could be reduced ad effectiveness. The current study investigated the effects of ad size and positioning on recognition memory for brands that were advertised in a simulated mobile news service. The results showed that recognition memory was significantly greater for brands advertised in full-screen ads than for those advertised in part-screen ads, but only when the part-screen ads were embedded in the text of a news article. This result occurred even though the average exposure times were longer for the embedded part-screen ads. This suggests that there was reduced encoding of ad attributes due to competition from the text of the news articles.

Effects of game‐product congruity on in‐app interstitial advertising and the moderation of media‐context factors

“…Interstitial ads have more obvious advertising intent and a higher degree of forced exposure and perceived annoyance or intrusiveness (e.g., Hurwitz, ; Li & Meeds, ) due to overlaying a full‐screen advertisement rather than embedding a small rectangular‐shaped advertisement during the game session or integrating advertising into the game. Unlike advergames and in‐game advertising, interstitial ads do not alter the original design of the games and they can be easily applied to any games without incorporating billboards or logos in the game.…”

“…Specifically, while these studies have focused on advergames or in‐game advertising, interstitial ads that overlay the interface of the host game apps may generate distinct effects from other ad formats. In other words, despite that the recognition may be greater for brands advertised in full‐screen ads (i.e., interstitials) than in part‐screen ones, interstitial mobile ads are generally perceived as more annoying and intrusive due to their forced exposure (Hurwitz, ). Such forced advertising might lead to consumers’ psychological reactance and avoidance of advertising (Edwards, Li, & Lee, ).…”