Analysis
Do mobile banner ads increase sales? Yes, in the offline channel
Authors: Ernst C. Osinga , Menno
Zevenbergen , MarkW.G. van Zuijlen
Published: 29 March 2019
The purpose
The
authors wanted to find out how banners in the mobile market influenced
consumers to buy more products. Since the mobile market has grown significantly
in the last couple of years, there is a larger budget allocated to advertising
through banners. The paper wants to see how online banners so banners in apps
or games influence the player and how offline banners for apps or games
influence consumers. The article mentions that it is not a good idea to solely
rely on online banner ads.
The how
The
article finds its info through a geographical filed experiment conducted in the
Netherlands. The authors of the article state why companies should not ignore
banner ads. It states that 78% of banner ads are mobile, 80% of mobile users
own a smartphone which makes it a huge chunk of the market. IT also states that
advertising investment surpassed 57 billion in the US alone. The article also says that Facebook reported
that 84% of its advertising revenue came from mobile banner ads, which is a
huge number especially for such a big and diverse company however it does not
state weather this is Facebook the company or Facebook the website that made
its advertising revenue as Facebook has other website under4 different names.
The risk of banner ads on phone tend to be that the screen size is smaller than
for example a pc and therefore can fit less banner space without getting
annoying whereas on a pc there is large amount of space to put banner ads,
however the article also states that a mobile phone is always on the user and
therefore it is more personal than a pc making the advertising more valuable.
The positive
The
article is well researched and has a lot of info for mobile app advertisers on
how they can best spread their product. IT gives a lot of statistics on the
mobile market. The article applies to both video games typical gambling games
like the lottery as that is what they sued for their study, and it applies to regular
apps.
The negative
The
article itself says it suffers from limitations. IT calls itself a stepping
stone to further research which is good but this itself means that we are not
getting all the necessary info as it does not have it yet. I also feel that it
should clarify if it means Facebook the company or Facebook the website as it
would be very different amounts in both cases.
Loyalty towards online games, gaming
addiction, and purchase intention towards online mobile in-game features
Authors: Janarthanan Balakrishnana, Mark
D. Griffiths
Published: No date given
The purpose
The
authors wanted to see how addiction and fan loyalty to a product influenced in
app purchases and also is it ethical to sue addiction to sell in app purchases.
The article states that the most important revenue stream for mobile games is
gamers in app purchases. The results of the article where that addiction had a
positive result on app loyalty it also has a app positive on in app purchases
and that loyalty increased the intention to make a in app purchase.
The how
The
article used 430 students from two major Indian universities to test its
predictions. The article states that the mobile app store revenue will amount
to 6.9 billion dollars by the end of 2020 and advertising revenue is forecast
to go up to 188.9 billion dollars by 2020. This makes it a massive market for
anyone to be in but advertising through mobile games require player engagement
to work properly. The article states that in game purchases only work long
term, which makes sense as the long you have users the longer they will become
invested and therefore will be more likely to make in game purchases. This
makes senses due to the fact that if users are swamped with thing they have to
pay money straight away after being offered a free game they will lose
engagement. As stated before mobile addiction will enhance loyalty to the
product therefore if you have an addicting game with in app purchases you will
make more revenue. The article also found that loyalty was a more indirect
revenue stream than direct stream. It is also been found that males have a
higher chance to make in app purchases compared to females.
The positive
The
article conducts live research with students who paly mobile apps. It also
gives a lot of statistics on how the market is intended to grow and gives good
points on how to utilize in app purchases make apps paid and use marketing
The negative
The
study is only conducted on students meaning that there income is probably lower
compared to people who are working meaning that there in current financial
status also makes a different to how the purchase apps.
Hello
today im going to be talking about the reading task for this week which was to
make more annotated bibliographies.
The
task for this week was to have six well-made annotated bibliographies total as I
already made 4 the previous week which I though came out pretty well and had a
decent word count I made 2 more to have the final six. I found more articles
that delved into monetising mobile apps and games which helped me understand
video game markets as well as video games themselves. The advertising through
banners really made me understand better how ads make money and how useful they
really are. The articles can also be applied to other platforms like game consoles
and pc. I feel like the articles that I collected re good to start writing
about video game marketing and advertising and are all similarly connected to
each other.
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