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



Palabras clave:

Publicidad móvil, Interacción, Formatos publicitarios, Nuevas generaciones


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.


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Cómo citar

Feijoo, B., Sádaba, C., & Fernández-Gómez, E. (2022). De la atención a la intención en la publicidad móvil. Análisis de los anuncios que generan interacción entre las nuevas generaciones de usuarios. Comunicación Y Sociedad, 1-19.



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