Differences Across Device Usage in Search Engine Advertising

For advertisers, search engine advertising represents an attractive opportunity to selectively reach the target group at a point in time when the prospects are already thematically involved and activated. One question that subsequently arises is if users use various devices during different phases of the search process and if this behavior affects the search engine advertising outcome measured by corresponding performance indicators. The present chapter addresses this question. Based on a search engine advertising campaign of a German service provider, the authors examine the development of performance indicators across multiple devices. Specifically, we retrace the development across desktops, tablets, and mobile devices. Thus, the chapter provides insights into device usage in search engine advertising. The chapter concludes with overall trends in search engine advertising.

Mobile Devices and Advertising

This chapter discusses ways of rethinking and reconfiguring advertising models and tools, in order to explore all the potential of mobile devices. The chapter presents a literature review on perceptions and opportunities related to mobile devices and advertising, focusing themes such as branded content, branded apps, advergames, second screening and m-commerce. It also presents results from an exploratory qualitative study conducted in Portugal on perceptions about mobile devices and advertising, based on 4 focus groups with users of mobile devices aged between 18 and 35 years old. The empirical results show that users have negative perceptions and attitudes towards traditional advertising models, such as banners, pop-ups and pre-videos on YouTube. On the contrary, they use some branded apps and value both engagement and community building and providing useful services and information. Thus, opportunities, possibilities, preferences and dislikes were discussed.

Emerging Agencies and Best Practices for Multi-Platform Advertising

The rapid development of multi-platform advertising has created a lot of unforeseeable challenges and opportunities for both traditional and new advertising and marketing communications agencies. In this book chapter, the authors examined the emergence of new agencies, their best practices, and their critical role in the development, planning and implementation of multi-platform advertising campaigns. The authors analyzed emerging advertising and marketing communications agencies, best practices, and effectiveness metrics to demonstrate how the transformation of, as well as the emergence, of the new advertising agencies has helped shape the future of multi-platform advertising practices around the world.

Storytelling in Cross-Media Advertising

Multi-platform communication is becoming the norm as media practice has been changing with the growth of technologies that put viewers in more control and introduce interactivity. This chapter focuses on the Turkish cross-platform advertising campaign, Tweet Village for Sekerbank that received a bronze prize in 2015 at Cannes Lions, which is globally regarded as the most important festival in the field of creative communication. The campaign focused on thousands of family farmers who quit farming to migrate to urban cities in order to support those who resisted leaving. The campaign involves multiple platforms, such as social media, print advertisements, outdoor advertisements and radio spots which make it a successful case for explaining the use of storytelling in cross-media advertising. The case of Tweet Village was evaluated through Berger's (2013) criteria for sharing the campaign's message online as well as Chiu et al.'s (2012) brand story elements.

Clients' Perception, Extent of Adoption, and Level of Satisfaction With Multi-Platform Advertising Media Strategies (MuPAMS)

Nigeria is becoming a global player in the business economy of Africa. Ibadan comes next to Lagos being the commercial hub of Nigeria; with high concentration of advertising and sales promotion and patronages This study investigates clients' perception, adoption and satisfaction with multi-platform advertising media strategies (MuPAMS) among business organisations in Ibadan, South-Western Nigeria. Ex-post facto research design was adopted, data was gathered using Multi-Platform Advertising Media Adoption Questionnaire (MuPAMAQ) (r = 0.86); and analysed descriptively. Findings revealed that majority of business organisations in Ibadan attached high importance to flier (57.7%), television (47.7%) and social media (47.4%). Thus, best promotion platforms were flier (84.6%) and social media (57.4%). Majority (69.3%) indicated very low satisfaction with the advertising agency services of which only 33.3% made quarterly requests per year. Adoption of multiple advertising platforms was recommended among media practitioners in Nigeria, to provide clients with a wide range of options and alternatives.

The Dark Side of Multi-Platform Advertising in an Emerging Economy Context

Consumers' complex media consumption habits mean that advertising must, of necessity, be multi-platform to boost reach and engagement levels. Several benefits of multi-platform advertising have been highlighted in the literature. However, it is unclear whether there are any inherent challenges. Particularly in developing African economies such as Ghana where firms face resource constraints, advertisers cannot afford to miss the mark with the advertising spend. As such, practitioners must carefully off-set any dangers of multi-platform advertising. Given the subject's absence in the literature, there is little scholarly guideline with which to do this. This chapter contributes insights into the issue by asking the questions: (1) are there negative consequences to multi-platform advertising and (2) how may practitioners counter such? Then, using Ghana as empirical setting and exploratory interviews as primary method, the chapter engages the experiences of advertisers, advertising practitioners and audiences to gain a holistic view of the challenges of multi-platform advertising.

Multi-Platform Advertising as a Global Phenomenon

Multi-platform advertising has become a global phenomenon. It is also widely known as cross-device, cross-media, cross-platform, cross-touchpoints, and cross-channel advertising. This book chapter provides an overview of multi-platform advertising in terms of its consumer platform usage behavior, global diffusion, emerging metrics, opportunities and challenges as perceived by major players, regulatory concerns, and technological developments. This book chapter offers the up-dated contextual information to allow readers of this edited volume to comprehend better the phenomenon of multi-platform advertising around the world.

A Comparative Study of Digital Game Curricula in Taiwan and United States

The advertising industry has increasingly integrated digital game as a viable platform to deliver messages. The economic impacts of this emerging platform can also be seen globally. Digital game revenue in Asia is predicted to reach $20 billion, about 38% of the world market. As a result, higher education institutes around the world have enthusiastically developed programs to educate future multi-platform advertising professionals. In this book chapter, the author identifies selected departments, programs, or curricula in digital games among higher education institutes in both U.S. and Taiwan. This chapter describes, reports, and analyzes curricula from over 387 programs in the U.S. and 35 programs from Taiwan. An overview of these digital game curricula enables educators to better assess these programs to discuss how digital game has been taught as a viable platform. The chapter also discusses trends in program assessment to better educate future digital creative industry professionals.

Applying Hybrid Interactive Rhetoric Engagement (H.I.R.E.) Concept to Study Digital Game Advertising

Among many popular digital game platforms, MMORPGs is a popular game genre that attracts a lot of attention. Companies have increasingly used digital game platforms to target young gameplayers. In examining digital games in general and MMORPGs in particular, digital game and advertising scholars often conceptualize gamers' interactions with hybrid interactive contents in advertising embedded in digital game platforms as an object that can be studied and analyzed to develop a theory of intertexuality to understand its praxix as demonstrated in this popular advertising platform. This chapter introduces the concept of hybrid interactive rhetorical engagement (henceforth, H.I.R.E.)—to examine players' multi-modal interactions as intertextual objects when they interact with digital game advertising. The chapter examines how H.I.R.E. can be applied to study the intertextuality of digital game advertising by exploring its theoretical and methodological implications for digital game as well as intertextuality scholars.

Understanding How Mexican and U.S. Consumers Decide to Use Mobile Social Media

This chapter investigated cross-national consumer behaviors in adopting mobile social media among U.S. and Mexican samples. Using a combination of Extended Technology Acceptance Model (TAM2) and consumer behavior theories to describe the decision-making process of mobile and social media platform adoption. Three thematic insights are identified after analyzing their adoption decision narratives. This book chapter concluded with a summary of current academic research on multi-platforms and their advertising applications. This chapter further identified major theoretical concepts, frameworks, and methodological approaches that may help advertising and marketing communications researchers and practitioners to better understand the planning, execution, and assessment of multi-platform advertising campaigns.