Abstract
To Tilt or Not-to-Tilt Interactive Mobile-Advertisements
Proceedings of the 2017 Australian and New Zealand Marketing Academy Conference, p.204
Australian and New Zealand Marketing Academy Conference (ANZMAC): Marketing for Impact, 2017 (Melbourne, Australia, 04-Dec-2017–06-Dec-2017)
2017
Abstract
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.
Details
- Title
- To Tilt or Not-to-Tilt Interactive Mobile-Advertisements
- Authors
- Aimee Riedel (Author) - Queensland University of TechnologyRory Mulcahy (Author) - University of the Sunshine Coast - Faculty of Arts, Business and Law
- Contributors
- Linda Rinbinson (Editor)Linda Brennan (Editor)Mike Reid (Editor)
- Publication details
- Proceedings of the 2017 Australian and New Zealand Marketing Academy Conference, p.204
- Conference details
- Australian and New Zealand Marketing Academy Conference (ANZMAC): Marketing for Impact, 2017 (Melbourne, Australia, 04-Dec-2017–06-Dec-2017)
- Publisher
- Australian and New Zealand Marketing Academy (ANZMAC)
- Date published
- 2017
- ISSN
- 1447-3275
- Copyright note
- Copyright © 2017 ANZMAC and the authors. Reproduced with permission of the copyright holder.
- Organisation Unit
- School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy
- Language
- English
- Record Identifier
- 99451006602621
- Output Type
- Abstract
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