Targeting Potential Active Users for Mobile App Install Advertising: An Exploratory Study. Issue 11 (1st November 2016)

• Record Type: Journal Article
• Authors: Lee, Joowon; Shin, Dong-Hee
• Is Part Of: International journal of human-computer interaction. Volume 32:Issue 11(2016)
• Page Start: 827
• Page End: 834
• Publication Date: 2016-11-01
• Subjects: Human-computer interaction -- Periodicals; 004.01905
• DOI: 10.1080/10447318.2016.1198547
• Languages: English
• ISSNs: 1044-7318

Abstract

ABSTRACT: App install advertising not only serves as a revenue source for mobile app developers and mobile ad platforms, but also is considered an effective channel for app exposure to mobile app users. Owing to their benefits to the main players, such ads are the driving force of mobile advertising growth. For the purpose of improving the effectiveness of app install ads, this study investigated how to select potential active users for advertised apps based on users' previous app usage behaviors. By analyzing large-scale field data on game app usage behaviors, users' engagement level, specifically daily number of purchase activity in the medium app was found as the significant factor for targeting potential active users for the advertised app. However, users with a longer app session time in medium app and users who have more game apps in their mobile devices have a lower probability of becoming active users of the advertised app due to their limited time. It was also found that users who have played game apps in the same category as the advertised app are more likely to become active users of the advertised app. Both the theoretical and practical implications of the findings are discussed for improving the effectiveness of app install ads.