Analysis of the Actual Response Rates in Mobile Advertising

Abstract

This study analyzed trends of recent mobile advertising in Korea by examining users' response rates of mobile advertisements, and the effectiveness of new advertising strategies designed to attract more customers. Mobile advertising is rapidly developing, and various formats of mobile advertisements are emerging into what is known as interactive media. Unlike passive advertising methods, mobile advertising can target specific audience groups, and provide instant feedback on whether it attracts a user or not. However, despite its advantages, mobile advertising has many obstacles that prevent it from performing to its potential. The methods used to conduct this study include the analysis of customers' response rates, interviews and case studies. The analysis implies that customers differently respond to mobile advertising messages by content type, time, and age, and that new techniques in mobile advertising continue to promote mobile handsets to become useful advertising tool

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