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An Explorative Study of the Effectiveness of Mobile Advertising

机译：移动广告有效性的探索性研究

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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：本研究探讨了与移动广告有效性相关的因素。使用来自移动广告公司的115、899条广告点击记录的大数据集，我们确定广告点击的影响因素是应用程序类型，移动运营商，滚动频率和区域收入水平。我们使用logit模型分析广告点击的概率与所识别因素之间的关系。结果表明，应用程序类型，移动运营商，滚动频率和区域收入水平都具有显着性根据调查结果，我们提出了让移动广告客户参与有效且有针对性的移动广告的策略。

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