Analiza vpliva konteksta mobilne naprave na percepcijo prikaza oglasov

MARTINOVIČ, ANDREJ (author), Pejović, Veljko (mentor)

Pametni telefoni zaradi svoje razširjenosti predstavljajo potencialno oglaševalno platformo, preko katere se lahko učinkovito promovirajo izdelki in storitve. Pretekla dela so imela velik doprinos na področju oglaševanja, pri čemer še ni bilo opravljene raziskave, ki bi se celostno osredotočila na prikaz oglasov mobilnim uporabnikom. V okviru diplomskega dela je bila razvita aplikacija, katere namen je proučevanje vpliva konteksta naprav in osebnostnih lastnosti posameznikov na prikaz mobilnih oglasov. Ta je bila uporabljena v sedemtedenski študiji s 14 udeleženci. Statistična analiza, ki temelji na večnivojskem-hierarhičnem linearnem modeliranju, je pokazala, da ima kontekst mobilnih naprav zanemarljiv vpliv na percepcijo oglasov. Pomembnejšo vlogo so pri tem imele osebnostne lastnosti, kot tudi vsebina in vrsta oglasa. Poleg tega se je izkazalo, da so udeleženci raziskave v splošnem dajali višje ocene slikovnim kot video oglasom.

• Language: Slovenian
• Keywords: mobilno oglaševanje, kontekst naprav, večnivojsko modeliranje, percepcija oglasov
• Work type: Bachelor thesis/paper
• Typology: 2.11 - Undergraduate Thesis
• Organization: FRI - Faculty of Computer and Information Science
• Year: 2020
• PID: 20.500.12556/RUL-121288
• COBISS.SI-ID: 33116675
• Publication date in RUL: 02.10.2020

Secondary language

• Language: English
• Title: Analysis: Impact of mobile device context on ad display perception

Abstract

Smartphones, due to their pervasive usage, represent a powerful platform through which products and services can be efficiently advertised. Past work has made significant contributions in the area of ad content adaptation, yet no research has holistically focused on the perception of ads on mobile devices in different contexts. In this thesis we develop a data collection application that allows us to gather data pertaining to a user's context, his personality traits, and the perception of a mobile ad. The data collection campaign involved 14 participants and lasted for seven weeks. Statistical analysis based on multilevel-hierarchical linear modelling of the collected data showed that the context of a mobile device has a negligible effect on ad perception. Personality traits, as well as ad type and content, have a more important role in the way an ad is perceived. In addition, we find that users generally prefer picture-based to video adverts.

• Keywords: mobile advertisement, device context, multilevel modelling, ad perception