{"title":"移动广告从关注到意向。分析在新一代用户中产生互动的广告","authors":"Beatriz Feijoo, C. Sádaba, E. Fernández-Gómez","doi":"10.32870/cys.v2023.8377","DOIUrl":null,"url":null,"abstract":"This paper aims to identify the type of ads which attract the most clicks among new generations. 45 users ages 10 to 14 underwent weekly monitoring of their mobile phone use by means of a screen recorder, to monitor the real impact of ads. 41 hours of recording were analyzed and a total of 2 410 mobile ads were subjected to content analysis. This study shows that search advertising and commercial content created by influencers generate the highest percentage of interaction clicks, particularly when advertising toys, electronics and entertainment brands.","PeriodicalId":112547,"journal":{"name":"Comunicación y Sociedad","volume":"1 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2022-10-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"From attention to intention in mobile advertising. Analysis of the ads that generate interaction among the new generations of users\",\"authors\":\"Beatriz Feijoo, C. Sádaba, E. Fernández-Gómez\",\"doi\":\"10.32870/cys.v2023.8377\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This paper aims to identify the type of ads which attract the most clicks among new generations. 45 users ages 10 to 14 underwent weekly monitoring of their mobile phone use by means of a screen recorder, to monitor the real impact of ads. 41 hours of recording were analyzed and a total of 2 410 mobile ads were subjected to content analysis. This study shows that search advertising and commercial content created by influencers generate the highest percentage of interaction clicks, particularly when advertising toys, electronics and entertainment brands.\",\"PeriodicalId\":112547,\"journal\":{\"name\":\"Comunicación y Sociedad\",\"volume\":\"1 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2022-10-26\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Comunicación y Sociedad\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.32870/cys.v2023.8377\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Comunicación y Sociedad","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.32870/cys.v2023.8377","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
From attention to intention in mobile advertising. Analysis of the ads that generate interaction among the new generations of users
This paper aims to identify the type of ads which attract the most clicks among new generations. 45 users ages 10 to 14 underwent weekly monitoring of their mobile phone use by means of a screen recorder, to monitor the real impact of ads. 41 hours of recording were analyzed and a total of 2 410 mobile ads were subjected to content analysis. This study shows that search advertising and commercial content created by influencers generate the highest percentage of interaction clicks, particularly when advertising toys, electronics and entertainment brands.
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