The Generation Z Audience for In-App Advertising
Journal article
Graham, C., Young, F. and Marjan, A. (2021). The Generation Z Audience for In-App Advertising. Journal of Indian Business Research. https://doi.org/10.1108/JIBR-08-2020-0275
Authors | Graham, C., Young, F. and Marjan, A. |
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Abstract | Abstract Purpose: The audience for in-app mobile advertising is comparable in size and viewing rate to that for TV but divides its attention across a highly fragmented selection of apps, each competing for advertiser revenue. In market, the assumption is that this audience is deeply segmented, allowing individuals to be contextually targeted on the apps that define their interests and needs. But that assumption is not supported by the Laws of Double Jeopardy and Duplication of Viewing which closely predict usage in other mass media. Our purpose is to benchmark in-app audiences against these laws to better understand market structure. |
Keywords | Duplication of Viewing; Double Jeopardy; Generation Z; In-app advertising; Contextual Targeting |
Year | 2021 |
Journal | Journal of Indian Business Research |
Publisher | Emerald |
Digital Object Identifier (DOI) | https://doi.org/10.1108/JIBR-08-2020-0275 |
Publication dates | |
18 Feb 2021 | |
Publication process dates | |
Accepted | 13 Jan 2021 |
Deposited | 01 Feb 2021 |
Accepted author manuscript |
https://openresearch.lsbu.ac.uk/item/8vw78
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