De la atención a la intención en la publicidad móvil. Análisis de los anuncios que generan interacción entre las nuevas generaciones de usuarios

• Feijoo, Beatriz ^[1] ; Sádaba, Charo ^[2] ; Fernández-Gómez, Erika ^[1]
  1. [1] Universidad Internacional de La Rioja

     Universidad Internacional de La Rioja

     Logroño, España

     
  2. [2] Universidad de Navarra

     Universidad de Navarra

     Pamplona, España

     
• Localización: Comunicación y sociedad, ISSN 2448-9042, ISSN-e 0188-252X, Nº. 20, 2023, 19 págs.
• Idioma: español
• DOI: 10.32870/cys.v2023.8377
• Títulos paralelos:
  • Da atenção à intenção na publicidade móvel. Análise dos anúncios que geram interação entre as novas gerações de usuários
  • From attention to intention in mobile advertising. Analysis of the ads that generate interaction among the new generations of users
• Enlaces
  • Texto completo
• Dialnet Métricas: 2 Citas
• Resumen
  • español

    Este estudio busca identificar qué tipo de anuncios publicitarios en móvil atraen más el clic entre las nuevas generaciones. 45 usuarios de edades comprendidas entre 10 y 14 años se sometieron a un seguimiento semanal del uso de su móvil mediante screen recorder, consiguiendo monitorear el impacto publicitario real. Se registraron 41 horas de grabación y 2 410 anuncios móviles que se sometieron a un análisis de contenido. El estudio muestra que la publicidad sem y los contenidos comerciales creados por influencers generan el mayor porcentaje de clics, sobre todo cuando se anuncian marcas de juguetes, electrónica y entretenimiento.

  • English

    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.

  • português

    Este estudo busca identificar que tipo de publicidade mobile atrai mais cliques entre as novas gerações. 45 usuários com idades entre 10 e 14 anos realizaram monitoramento semanal do uso do celular por meio de gravador de tela, conseguindo monitorar o real impacto da publicidade. Foram gravadas 41 horas de gravação e 2 410 anúncios para celular e submetidos à análise de conteúdo. O estudo mostra que a publicidade sem e o conteúdo comercial criados por influenciadores geram o maior percentual de cliques, principalmente quando anunciam marcas de brinquedos, eletrônicos e entretenimento

• Referencias bibliográficas
  • Altobello, S. & Bruner, G. (2008). Comparing consumer responses to advertising and non‐advertising mobile communications. Psychology &...
  • An, S. & Kang, H. (2014). Advertising or games? Advergames on the internet gaming sites targeting children. International Journal of Advertising,...
  • Atkinson, L. (2013). Smart shoppers? Using QR codes and ‘green’ smartphone apps to mobilize sustainable consumption in the retail environment....
  • Bakardjieva, M. (2005). Internet society: The Internet in everyday life. sage.
  • Boerman, S. C., Kruikemeier, S. & Zuiderveen Borgesius, F. J. (2017). Online behavioral advertising: A literature review and research...
  • Calder, B. J., Malthouse, E. C. & Schaedel, U. (2009). An experimental study of the relationship between online engagement and advertising...
  • Chen, M. C., Anderson, J. R. & Sohn, M. H. (2001). What can a mouse cursor tell us more? Correlation of eye/mouse movements on web browsing....
  • Chen, Y., Zhu, S., Xu, H. & Zhou, Y. (2013). Children's exposure to mobile in-app advertising: An analysis of content appropriateness....
  • De-Cicco, R., Lacobucci, S. & Pagliaro, S. (2020). The effect of influencer-product fit on advertising recognition and the role of an...
  • ditrendia. (2021). Informe Mobile en España y en Mundo 2021. https://ditrendia.es/informe-mobile-2021-espana-y-mundo/
  • Feijoo, B. & Sádaba, C. (2021a). The Relationship of Chilean Minors with Brands and Influencers on Social Networks. Sustainability, 13(5),...
  • Feijoo, B. & Sádaba, C. (2021b). Is my kid that naive? Parents’ perceptions of their children’s attitudes towards advertising on smartphones...
  • Feijoo, B., Sádaba, C. & Bugueño, S. (2020). Anuncios entre vídeos, juegos y fotos. Impacto publicitario que recibe el menor a través...
  • Greenberg, A. S. (2012). The role of visual attention in internet advertising: Eleven questions and a score of answers. Journal of Advertising...
  • Grewal, D., Bart, Y., Spann, M. & Zubcsek, P. P. (2016). Mobile advertising: a framework and research agenda. Journal of Interactive Marketing,...
  • Hine, C. (2004). Etnografía virtual. uoc. http://bit.ly/2MA1noa
  • Huang, J., White, R. W. & Dumais, S. (2011). No clicks, no problem: using cursor movements to understand and improve search. Proceedings...
  • IAB SPAIN (2018). Nuevos estándares de formatos publicitarios. https://iabspain.es/wp-content/uploads/2018/12/iab-spain_nuevos-estndares-de-publicidad-digital_v1_comentarios-pblicos.pdf
  • IAB SPAIN (2021). Estudio de redes sociales 2021. https://iabspain.es/estudio/estudio-de-redes-sociales-2021/
  • Jessen, T. L. & Rodway, P. (2010). The effects of advertisement location and familiarity on selective attentions. Perceptual and motor...
  • Kantar Millward Brown (2017). AdReaction: Engaging Gen X, Y and Z. https://www.slideshare.net/IAB_Europe/kantar-millward-brown-adreaction-engaging-gen-x-y-and-z
  • Kim, S., Youn, S. & Yoon, D. (2019). Consumers’ responses to native vs. banner advertising: moderation of persuasion knowledge on interaction...
  • Kirk, C. P., Chiagouris, L., Lala, V. & Thomas, J. D. (2015). How do digital natives and digital immigrants respond differently to interactivity...
  • Leek, S. & Christodoulides, G. (2009). Next-generation mobile marketing: how young consumers react to bluetooth-enabled advertising. Journal...
  • Leppaniemi, M. & Karjaluoto, H. (2005). Factors influencing consumers' willingness to accept mobile advertising: a conceptual model....
  • Leung, L. (2005). Virtual ethnicity: race, resistance and the World Wide Web. Ashgate. https://doi.org/10.4324/9781315234991
  • Liu-Thompkins, Y. (2019). A Decade of Online Advertising Research: What We Learned and What We Need to Know. Journal of Advertising, 48(1),...
  • Llorente-Barroso, C. (2013): “Tippexperience”: the rhetorical ornament as creative source for building of innovative advertising formats on...
  • Lou, C. & Yuan, S. (2019). Influencer marketing: how message value and credibility affect consumer trust of branded content on social...
  • Lou, C., Tan, S. S. & Chen, X. (2019). Investigating consumer engagement with influencer-vs. brand-promoted ads: The roles of source and...
  • Maestro-Espínola, L., Cordón, D. & Abuín, N. (2019). Integration of commercial messages and editorial content: native advertising. Pensar...
  • Mallinckrodt, V. & Mizerski, D. (2007). The effects of playing an advergame on young children’s perceptions, preferences, and requests....
  • Marchetti, P. (2016). Millennial social marketing: 3 rules of the road. Spredfast.
  • Martínez Martínez, I. & Aguado, J. M. (2014). Publicidad móvil: impacto presente y futuro en el ecosistema del contenido digital. Revista...
  • Martins, N. & Enes, J. (2020). Spot toyota: design and development of a mobile application for toyota’s promotion actions to the young...
  • Martí-Parreño, J., Sanz-Blas, S., Ruiz-Mafé, C. & Aldás-Manzano, J. (2013). Key factors of teenagers' mobile advertising acceptance....
  • Marti-Pellón, D. & Saunders, P. (2015). Exposición infantil a anuncios en webs de juegos de Brasil y de España. Comunicar, 45, 169-177....
  • Núñez-Gómez, P., Sánchez-Herrera, J. & Pintado-Blanco, T. (2020). Children’s Engagement with Brands: From Social Media Consumption to...
  • Park, T., Shenoy, R. & Salvendy, G. (2008). Effective advertising on mobile phones: a literature review and presentation of results from...
  • Pintado, T. & Sánchez J. (2018). Comunicación social en la red. En T. Pintado & J. Sánchez (Eds.), Nuevas tendencias en comunicación...
  • Rebollo-Bueno, S. (2019). Social Media, interaction and advertising. Perception of formats and contents in the web 3.0. Pensar la publicidad:...
  • Rifon, N. J., Taylor Quilliam, E., Paek, H. J., Weatherspoon, L. J., Kim, S. K. & Smreker, K. C. (2014). Age-dependent effects of food...
  • Romero, M. & Fanjul, C. (2010). Advertising in the Digital Age: the Microsite as a Strategic Factor in On-line Advertising Campaigns....
  • Simola, J., Kuisma, J., Öörni, A., Uusitalo, L. & Hyönä, J. (2011). The impact of salient advertisements on reading and attention on web...
  • Stirratt, N. (2016). The rise of mobile prodigies: Millennials, Gen Z, and the future of mobile marketing. Verve Mobile. https://www.prnewswire.com/news-releases/verve-releases-new-research-on-mobile-prodigies--generation-z-and-millennials-300331379.html
  • Taken, K. (2019). Mobile advertising to Digital Natives: preferences on content, style, personalization, and functionality. Journal of Strategic...
  • Teixeira, T., Wedel, M. & Pieters, R. (2012). Emotion-induced engagement in internet video advertisements. Journal of marketing research,...
  • Terlutter, R. & Capella, M. L. (2013). The gamification of advertising: analysis and research directions of in-game advertising, advergames,...
  • Trivedi, J. & Sama, R. (2020). The effect of influencer marketing on consumers’ brand admiration and online purchase intentions: An emerging...
  • Tsang, M., Ho, S. & Liang, T. (2004). Consumer attitudes toward mobile advertising: An empirical study. International Journal of Electronic...
  • Ünal, S., Ercis, A. & Keser, E. (2011). Attitudes towards mobile advertising–A research to determine the differences between the attitudes...
  • Van Reijmersdal, E. & Rozendaal E. (2020). Transparency of digital native and embedded advertising: opportunities and challenges for regulation...
  • Van Reijmersdal, E., Rozendaal, E. & Buijzen, M. (2012). Effects of Prominence, Involvement, and Persuasion Knowledge on Children’s Cognitive...
  • Van-Dam, S. & Van-Reijmersdal, E.A. (2019). Insights in adolescents’ advertising literacy, perceptions and responses regarding sponsored...
  • Vanwesenbeeck, I., Walrave, M. & Ponnet, K. (2017). Children and advergames: The role of product involvement, prior brand attitude, persuasion...
  • Wielki, J. (2020). Analysis of the Role of Digital Influencers and Their Impact on the Functioning of the Contemporary On-Line Promotional...
  • Zozaya, L. & Sádaba, C. (2022). Disguising Commercial Intentions: Sponsorship Disclosure Practices of Mexican Instamoms. Media and Communication,...