....................................................................................................................................3! 1! Introduction .......................................................................................................................3! 1.1! Mobile Marketing..........................................................................................................

We present a causal inference framework for evaluating the impact of advertising treatments. Our framework is computationally efficient by employing a tree structure that specifies the relationship between user characteristics and the corresponding ad treatment. We illustrate the applicability of our proposal on a novel advertising effectiveness study: finding the best ad size on different mobi...

India has the largest growing customer base of mobile users and advertising, which been defined as "Use a non-fixed network to transmit product messages wireless communications equipment such cell phones or PDAs thereby achieve broadcasting advertisements," by Wireless Advertising Association (WAA) is all set experience an explosive growth. Quarter 4 2010 saw 233 percent increase over Q4 2009, ...

We develop a two-sided market model that captures two unique features of the in-app mobile advertising market: the joint structure of the adverting platform and agency pricing for the app sales channel. In the joint structure of the mobile advertising platform, both the platform owner and the app developer jointly control the provisioning of ads compared to the platform owner alone in the tradi...

Mobile shopping is increasing in prevalence and has become a necessary part of many people's daily lives. However, one main channel for mobile shopping, mobile shopping applications (apps), has not been thoroughly investigated. This study focused on mobile text advertising delivered from mobile shopping apps using the intention to purchase as the dependent variable for testing its marketing eff...

Although information technology has transformed advertising dramatically in the past few years, the greatest changes may lie in the future. Researchers in Pervasive and Ubiquitous Computing have spent the last few years prototyping and studying context-aware systems. These systems use sensors on mobile phones and in the infrastructure to build digital models of the world. This technology has no...

Although businesses are increasing their mobile advertising budgets, its strategic value and effectiveness have not been investigated in depth. Using data from an automobile advertisement campaign, we focus on investigating the efficacy of mobile advertising in terms of consumers’ response to sign up for a car test drive in relation to their search behavior. We propose and estimate an empirical...

Numerous studies have been carried out to find out the factor of impulse purchase components in different environment such as on website, mobile, traditional retail store and traditional television. However, those studies are not dedicated to design models to increase impulse purchase on iTV advertising. Therefore, an analysis involving five existing models of website advertising environment, t...