移动技术与广告:推进研究议程

IF 5.4 2区 管理学 Q1 BUSINESS Journal of Advertising Pub Date : 2022-07-14 DOI:10.1080/00913367.2022.2089407
S. F. Bernritter, Shintaro Okazaki, Douglas C. West
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引用次数: 3

摘要

移动技术不仅为广告商提供了不断增长的全球受众“常开”多功能智能手机功能,还为他们提供了即时访问上下文信息的机会。基于位置的环境和行为数据越来越多地被用于应用新的目标定位和创造性策略来开发新的预测模型。现有证据表明,移动技术在市场上得到了广泛传播和广泛接受,广告商也有很好的机会以新颖的方式与客户互动。2021年,全球有超过60亿人订阅了智能手机(Statista 2022b)。毫不奇怪,几乎60%的网络流量来自移动设备(StatCounter 2022)。因此,有证据表明,广告商将其数字广告预算的约三分之二用于移动广告(eMarketer 2019)。然而,与营销学者的关注相比,移动技术的这种扩散并没有得到广告研究界的显著关注。例如,在过去的二十年里,《广告杂志》只发表了几篇调查该主题的文章(例如,Baek和Yoo 2018;冈崎、李和广濑2009;Peters、Amato和Hollenbeck 2007)。此外,最近对移动广告研究的荟萃分析仅包括2012年至2021年间主要广告期刊发表的三篇文章(Maseeh等人,2021)。在我们看来,我们社区缺乏学术关注至少可以归因于两个主要原因。首先,移动广告研究方法从更传统的调查或实验方法转向大数据和现场实验方法可能起到了一定作用。在过去的十年里,移动(广告)学者越来越关注大规模的现场数据,将其作为研究的支柱。然而,收集这些类型的数据也有其自身的挑战,因为它通常需要与行业合作伙伴合作。现场数据也容易受到消费者隐私保护立法增加的影响。因此,获得高质量数据用于移动广告研究的门槛很高。事实上,根据对主要广告期刊的方法调查,2011年至2015年间,只有略高于6%的出版物使用了市场数据,如销售额或媒体评级(Chang 2017)。综上所述:移动技术的独特特征(如便携性、细粒度定位、动态环境因素)很难用广告学者常用的调查或实验方法来捕捉。其次,尽管人们普遍认为,接触移动广告和创建用户生成的内容与非移动在线媒体的工作方式不同(例如,Grewal和Stephen 2019;Melumad、Inman和Pham 2019),但我们对移动广告的理论理解仍然不成熟。大多数研究都是基于现有在线广告研究的理论,而没有充分考虑移动广告领域的复杂性。行业评论员也反映了这一点,他们表示,位置数据等新的上下文见解是营销中最容易被误解的领域之一(2018年广告周),广告商仍在努力有效地利用这些见解(2019年福布斯)。本期《广告杂志》特刊《移动技术与广告》旨在通过围绕这一令人兴奋的研究领域展开对话,解决与移动广告研究在广告杂志中代表性不足有关的一些问题。在这样做的过程中,本特别部分旨在通过对这些新的问题采取更广泛、更新颖的方法来扩展我们目前对该主题的了解
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Mobile Technology and Advertising: Moving the Research Agenda Forward
Mobile technology offers advertisers not only an evergrowing global audience of “always-on” multifunctional smartphone capability but also instantaneous access to their contextual information. Location-based, environmental, and behavioral data are increasingly being used to apply novel targeting and creative strategies for the development of new forecasting models. The available evidence suggests there is widespread dissemination and broad acceptance of mobile technology in the marketplace, as well as very promising opportunities for advertisers to engage with their customers in novel ways. In 2021, over 6 billion people worldwide had smartphone subscriptions (Statista 2022b). Not surprisingly, almost 60% of web traffic is accounted for by mobile devices (StatCounter 2022). Accordingly, the evidence suggests that advertisers spend about two-thirds of their digital advertising budget on mobile advertising (eMarketer 2019). Nevertheless, such proliferation in mobile technology has not received significant attention from the advertising research community in comparison to the attention it’s received from marketing scholars. For example, during the past two decades, the Journal of Advertising has published only a few articles that investigated the topic (e.g., Baek and Yoo 2018; Okazaki, Li, and Hirose 2009; Peters, Amato, and Hollenbeck 2007). Moreover, a recent meta-analysis of mobile advertising research includes only three articles published by major advertising journals between 2012 and 2021 (Maseeh et al. 2021). In our view, such a lack of scholarly attention in our community can be attributed to at least two main reasons. First, a shift in mobile advertising research methods from more conventional survey or experimental approaches to a big-data and field experimental approach may have played a role. Over the past decade, mobile (advertising) scholars have increasingly focused on large-scale field data as the backbone for their research. Yet collecting these types of data comes with its own challenges because it usually requires collaboration with industry partners. Field data are also susceptible to increasing consumer privacy protection legislation. Hence, the threshold to obtain high-quality data for mobile advertising research is high. Indeed, according to a methods survey among major advertising journals, only a little over 6% of publications between 2011 and 2015 used market data, such as sales or media ratings (Chang 2017). To sum up: The unique features of mobile technology (e.g., portability, granular location targeting, dynamic environmental factors) are hard to capture with survey or experimental methods, as are commonly used by advertising scholars. Second, while it is widely understood that exposure to mobile advertising and the creation of user-generated content work differently than in nonmobile online media (e.g., Grewal and Stephen 2019; Melumad, Inman, and Pham 2019), our theoretical understanding of mobile advertising remains underdeveloped. Most studies are grounded in theories from existent online advertising research without fully accounting for the complexities of the mobile advertising landscape. This is also reflected by commentators from industry who have indicated that new contextual insights such as location data are among the most misunderstood areas in marketing (Adweek 2018), with advertisers still struggling to harness insights effectively (Forbes 2019). This Journal of Advertising special section, Mobile Technology and Advertising, intends to address some of the issues related to the underrepresentation of mobile advertising research in advertising journals by kickstarting the conversation around this exciting field of research. In doing so, this special section aims to extend our current knowledge of the topic by taking a broader and more current approach to these newly
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来源期刊
CiteScore
11.20
自引率
10.50%
发文量
55
期刊介绍: The Journal of Advertising is the premier journal devoted to the development of advertising theory and its relationship to practice. The major purpose of the Journal is to provide a public forum where ideas about advertising can be expressed. Research dealing with the economic, political, social, and environmental aspects of advertising, and methodological advances in advertising research represent some of the key foci of the Journal. Other topics of interest recently covered by the Journal include the assessment of advertising effectiveness, advertising ethics, and global issues surrounding advertising.
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