Increasing the Effectiveness of Mobile Advertising by Using Contextual Information
To avoid overtargeting consumers or targeting them at the wrong moment, mobile ads need to be relevant. Geographically, consumers have been shown to be more responsive to promotional offers from shops that were located close to them. For the lead time of promotions, insights are similar: The closer...
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| Format: | Article |
| Language: | English |
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Sciendo
2017-11-01
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| Series: | GfK Marketing Intelligence Review |
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| Online Access: | http://www.degruyter.com/view/j/gfkmir.2017.9.issue-2/gfkmir-2017-0016/gfkmir-2017-0016.xml?format=INT |