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An Explorative Study of the Effectiveness of Mobile Advertising

机译：移动广告效力的探索研究

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This study examines factors related to the effectiveness of mobile advertising.Using a large data set with 115, 899 records of ad tap through from a mobile advertising company, we identify that the influencing factors for ad tap through are application type, mobile operators, scrolling frequency, and the regional income level.We use a logit model to analyze how the probability of ad tap through is related to the identified factors.The results show that application type, mobile operators, scrolling frequency, and the regional income level all have significant effects on the likelihood whether users would tap on certain types of advertising.Based on the findings, we propose strategies for mobile advertisers to engage in effective and targeted mobile advertising.
机译：这项研究检查了与移动广告的有效性相关的因素。使用115,899次通过移动广告公司的大型数据集，我们确定了广告点击的影响因素是应用类型，移动运营商，滚动频率和区域收入水平。我们使用Logit模型分析广告点挖掘的概率与所识别的因素有关。结果表明应用类型，移动运营商，滚动频率和区域收入水平都具有重要意义关于用户是否可以点击某些类型的广告的可能性。基于调查结果，我们提出了移动广告商的策略，以实现有效和有效的移动广告。

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