De la atención a la intención en la publicidad móvil. Análisis de los anuncios que generan interacción entre las nuevas generaciones de usuarios
DOI:
https://doi.org/10.32870/cys.v2023.8377Palabras clave:
Publicidad móvil, Interacción, Formatos publicitarios, Nuevas generacionesResumen
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.Descargas
Citas
Altobello, S. & Bruner, G. (2008). Comparing consumer responses to advertising and non‐advertising mobile communications. Psychology & Marketing, 25(8), 821-837. https://doi.org/10.1002/mar.20241
An, S. & Kang, H. (2014). Advertising or games? Advergames on the internet gaming sites targeting children. International Journal of Advertising, 33(3), 509-532. https://doi.org/10.2501/IJA-33-3-509-532
Atkinson, L. (2013). Smart shoppers? Using QR codes and ‘green’ smartphone apps to mobilize sustainable consumption in the retail environment. International Journal of Consumer Studies, 37(4), 387-393. https://doi.org/10.1111/ijcs.12025
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 agenda. Journal of advertising, 46(3), 363-376. https://doi.org/10.1080/00913367.2017.1339368
Calder, B. J., Malthouse, E. C. & Schaedel, U. (2009). An experimental study of the relationship between online engagement and advertising effectiveness. Journal of interactive marketing, 23(4), 321-331. https://doi.org/10.1016/j.intmar.2009.07.002
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. CHI'01 extended abstracts on Human factors in computing systems, 281-282. https://doi.org/10.1145/634067.634234
Chen, Y., Zhu, S., Xu, H. & Zhou, Y. (2013). Children's exposure to mobile in-app advertising: An analysis of content appropriateness. 2013 International Conference on Social Computing, 196-203. https://doi.org/10.1109/SocialCom.2013.36
De-Cicco, R., Lacobucci, S. & Pagliaro, S. (2020). The effect of influencer-product fit on advertising recognition and the role of an enhanced disclosure in increasing sponsorship transparency. International Journal of Advertising, 40(5), 733-759. https://doi.org/10.1080/02650487.2020.1801198
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), 2822. https://doi.org/10.3390/su13052822
Feijoo, B. & Sádaba, C. (2021b). Is my kid that naive? Parents’ perceptions of their children’s attitudes towards advertising on smartphones in Chile. Journal of Children and Media, 15(4), 476-491. https://doi.org/10.1080/17482798.2020.1866626
Feijoo, B., Sádaba, C. & Bugueño, S. (2020). Anuncios entre vídeos, juegos y fotos. Impacto publicitario que recibe el menor a través del teléfono móvil. Profesional de la Información, 29, e290630. https://doi.org/10.3145/epi.2020.nov.30
Greenberg, A. S. (2012). The role of visual attention in internet advertising: Eleven questions and a score of answers. Journal of Advertising Research, 52(4), 400-404. https://doi.org/10.2501/JAR-52-4-400-404
Grewal, D., Bart, Y., Spann, M. & Zubcsek, P. P. (2016). Mobile advertising: a framework and research agenda. Journal of Interactive Marketing, 34, 3-14. https://doi.org/10.1016/j.intmar.2016.03.003
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 of the SIGCHI conference on human factors in computing systems, 1225-1234. https://doi.org/10.1145/1978942.1979125
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 skills, 110(3), 941-960. https://doi.org/10.2466/pms.110.3.941-960
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 effects of ad type and placement type. International Journal of Advertising, 38(2), 207-236. https://doi.org/10.1080/02650487.2018.1451208
Kirk, C. P., Chiagouris, L., Lala, V. & Thomas, J. D. (2015). How do digital natives and digital immigrants respond differently to interactivity online?: A Model for Predicting Consumer Attitudes and Intentions to Use Digital Information Products. Journal of Advertising Research, 55(1), 81-94. https://doi.org/10.2501/JAR-55-1-081-094
Leek, S. & Christodoulides, G. (2009). Next-generation mobile marketing: how young consumers react to bluetooth-enabled advertising. Journal of advertising research, 49(1), 44-53. https://doi.org/10.2501/S0021849909090059
Leppaniemi, M. & Karjaluoto, H. (2005). Factors influencing consumers' willingness to accept mobile advertising: a conceptual model. International Journal of Mobile Communications, 3(3), 197-213. https://doi.org/10.1504/IJMC.2005.006580
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), 1-13. https://doi.org/10.1080/00913367.2018.1556138
Llorente-Barroso, C. (2013): “Tippexperience”: the rhetorical ornament as creative source for building of innovative advertising formats on YouTube. Icono 14, 11(1), 71-98. https://doi.org/10.7195/ri14.v11i1.514
Lou, C. & Yuan, S. (2019). Influencer marketing: how message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73. https://doi.org/10.1080/15252019.2018.1533501
Lou, C., Tan, S. S. & Chen, X. (2019). Investigating consumer engagement with influencer-vs. brand-promoted ads: The roles of source and disclosure. Journal of Interactive Advertising, 19(3), 169-186. https://doi.org/10.1080/15252019.2019.1667928
Maestro-Espínola, L., Cordón, D. & Abuín, N. (2019). Integration of commercial messages and editorial content: native advertising. Pensar la Publicidad, 13, 209-226. https://dx.doi.org/10.5209/pepu.65027
Mallinckrodt, V. & Mizerski, D. (2007). The effects of playing an advergame on young children’s perceptions, preferences, and requests. Journal of Advertising, 36(2), 87-100. https://doi.org/10.2753/JOA0091-3367360206
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 De La Asociación Española De Investigación De La Comunicación, 1(1), 76-85. https://doi.org/10.24137/raeic.1.1.8
Martins, N. & Enes, J. (2020). Spot toyota: design and development of a mobile application for toyota’s promotion actions to the young audience. Advances in Science, Technology and Engineering Systems, 5 (3), pp. 469-477. https://doi.org/10.25046/aj050358
Martí-Parreño, J., Sanz-Blas, S., Ruiz-Mafé, C. & Aldás-Manzano, J. (2013). Key factors of teenagers' mobile advertising acceptance. Industrial Management & Data Systems, 113(5), 732-749. https://doi.org/10.1108/02635571311324179
Marti-Pellón, D. & Saunders, P. (2015). Exposición infantil a anuncios en webs de juegos de Brasil y de España. Comunicar, 45, 169-177. https://doi.org/10.3916/C45-2015-18
Núñez-Gómez, P., Sánchez-Herrera, J. & Pintado-Blanco, T. (2020). Children’s Engagement with Brands: From Social Media Consumption to Brand Preference and Loyalty. Sustainability, 12(22), 9337. https://doi.org/10.3390/su12229337
Park, T., Shenoy, R. & Salvendy, G. (2008). Effective advertising on mobile phones: a literature review and presentation of results from 53 case studies. Behaviour & Information Technology, 27(5), 355-373. https://doi.org/10.1080/01449290600958882
Pintado, T. & Sánchez J. (2018). Comunicación social en la red. En T. Pintado & J. Sánchez (Eds.), Nuevas tendencias en comunicación estratégica (pp. 79-112). esic.
Rebollo-Bueno, S. (2019). Social Media, interaction and advertising. Perception of formats and contents in the web 3.0. Pensar la publicidad: revista internacional de investigaciones publicitarias, 13, 191-207. https://dx.doi.org/10.5209/pepu.65026
Rifon, N. J., Taylor Quilliam, E., Paek, H. J., Weatherspoon, L. J., Kim, S. K. & Smreker, K. C. (2014). Age-dependent effects of food advergame brand integration and interactivity. International Journal of Advertising, 33(3), 475-508. https://doi.org/10.2501/IJA-33-3-475-508
Romero, M. & Fanjul, C. (2010). Advertising in the Digital Age: the Microsite as a Strategic Factor in On-line Advertising Campaigns. Comunicar, 17(34), 125-134. https://doi.org/10.3916/C34-2010-03-12
Simola, J., Kuisma, J., Öörni, A., Uusitalo, L. & Hyönä, J. (2011). The impact of salient advertisements on reading and attention on web pages. Journal of Experimental Psychology: Applied, 17(2), 174-190. https://doi.org/10.1037/a0024042
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 Marketing, 27(1), 67-80. https://doi.org/10.1080/0965254X.2017.1384043
Teixeira, T., Wedel, M. & Pieters, R. (2012). Emotion-induced engagement in internet video advertisements. Journal of marketing research, 49(2), 144-159. https://doi.org/10.1509/jmr.10.0207
Terlutter, R. & Capella, M. L. (2013). The gamification of advertising: analysis and research directions of in-game advertising, advergames, and advertising in social network games. Journal of advertising, 42(2-3), 95-112. https://doi.org/10.1080/00913367.2013.774610
Trivedi, J. & Sama, R. (2020). The effect of influencer marketing on consumers’ brand admiration and online purchase intentions: An emerging market perspective. Journal of Internet Commerce, 19(1), 103-124. https://doi.org/10.1080/15332861.2019.1700741
Tsang, M., Ho, S. & Liang, T. (2004). Consumer attitudes toward mobile advertising: An empirical study. International Journal of Electronic Commerce, 8(3), 65-78. https://doi.org/10.1080/10864415.2004.11044301
Ünal, S., Ercis, A. & Keser, E. (2011). Attitudes towards mobile advertising–A research to determine the differences between the attitudes of youth and adults. Procedia-Social and behavioral sciences, 24, 361-377. https://doi.org/10.1016/j.sbspro.2011.09.067
Van Reijmersdal, E. & Rozendaal E. (2020). Transparency of digital native and embedded advertising: opportunities and challenges for regulation and education. Communications, 45(3), 378-388. https://doi.org/10.1515/commun-2019-0120
Van Reijmersdal, E., Rozendaal, E. & Buijzen, M. (2012). Effects of Prominence, Involvement, and Persuasion Knowledge on Children’s Cognitive and Affective Responses to Advergames. Journal of Interactive Marketing, 26(1), 33-42. https://doi.org/10.1016/j.intmar.2011.04.005
Van-Dam, S. & Van-Reijmersdal, E.A. (2019). Insights in adolescents’ advertising literacy, perceptions and responses regarding sponsored influencer videos and disclosures. Cyberpsychology, 13(2), Article 2. https://doi.org/10.5817/CP2019-2-2
Vanwesenbeeck, I., Walrave, M. & Ponnet, K. (2017). Children and advergames: The role of product involvement, prior brand attitude, persuasion knowledge and game attitude in purchase intentions and changing attitudes. International Journal of Advertising, 36(4), 520-541. https://doi.org/10.1080/02650487.2016.1176637
Wielki, J. (2020). Analysis of the Role of Digital Influencers and Their Impact on the Functioning of the Contemporary On-Line Promotional System and Its Sustainable Development. Sustainability, 12(17), 7138. https://doi.org/10.3390/su12177138
Zozaya, L. & Sádaba, C. (2022). Disguising Commercial Intentions: Sponsorship Disclosure Practices of Mexican Instamoms. Media and Communication, 10(1), 124-135. https://doi.org/10.17645/mac.v10i1.4640
Descargas
Publicado
Cómo citar
Número
Sección
Licencia
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial 4.0.
Los autores/as que publiquen en esta revista aceptan las siguientes condiciones:
De acuerdo con la legislación de derechos de autor, los autores conservan los derechos de autoría y otorgan a Comunicación y Sociedad el derecho de primera comunicación pública de la obra. Comunicación y Sociedad no realiza cargos a los autores por enviar y procesar artículos para su publicación.
Los autores/as pueden realizar otros acuerdos contractuales independientes y adicionales para la distribución no exclusiva de la versión del artículo publicado en Comunicación y Sociedad (por ejemplo incluirlo en un repositorio institucional o publicarlo en un libro) siempre que indiquen claramente que el trabajo se publicó por primera vez en Comunicación y Sociedad.
