To Tilt or Not-to-Tilt Interactive Mobile-Advertisements

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Title: To Tilt or Not-to-Tilt Interactive Mobile-Advertisements
Author/Creator: Riedel, Aimee | Mulcahy, Rory
Description: Marketers are increasingly developing advertisements with growing interactivity such as advertisements that respond to the tilting and swiping of a phone. However, academic research has yet to thoroughly investigate the value of these highly interactive advertisements for the consumer and business when compared to the more traditional low interactive video advertisements. Therefore, this study addresses this gap by examining the differences that occur across high and low interactive advertisement groups. The interactive tilting technology used in this study was developed by Tiltsta, an Australian based technology start up company. Nuanced differences were identified in the tested model between participants exposed to the high and low interactive mobile advertisements.
Relation: Australian and New Zealand Marketing Academy Conference (ANZMAC) 2017: Marketing for Impact, Melbourne, Australia 4-6 December 2017
Relation: Proceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC) 2017 / Rinbinson, Linda; Brennan, Linda; Reid, Mike (eds): p.204
Relation: https://anzmac.wildapricot.org/resources/Documents/ANZMAC 2017 Conference Proceedings.pdf
Year: 2017
Publisher: Australian and New Zealand Marketing Academy (ANZMAC)
Subject: FoR 1505 (Marketing) | interactivity | value | M-Shopping

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