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- Title
EFFECTIVENESS OF VIDEO ADVERTISEMENTS IN FREE MOBILE GAMES IN THE GENERATION Z MARKET SEGMENT.
- Authors
Kostov, Andrey
- Abstract
This work analyses the effectiveness of video advertisements in free mobile games in the generation Z market segment. GenZ is the last demographic segment that has been differentiated and from marketing perspective GenZ is the most important age segment, since this is the new wave of consumers. They are also called "the selfie generation", "digital locals", "generation Like". Despite the different names, these are people born between mid 90's of XX century and those born in the early 2000's. They are defined by their vast entanglement with the new technologies, like cloud and block chain technologies and especially social networks. The Gen Z's grew in a world filled with more frequent economic and financial crisis, terrorist attacks and a whole new understanding about gender, national and religious identity. Like their predecessors, the millennials, Gen Z are basically living online. They are sharing almost every part of their life through social media platforms, buying goods from all over the world via e-commerce websites, even partially running their businesses via smartphones. Thanks to the shift of the technological paradigm we have more powerful devices in our pockets which allow us to do more things than basic phone communication. Because of this shift the mobile entertainments gains more followers every year with the abundance of free games and applications. The current paper is focused on video advertisements in free mobile games and their ability to convert watchers to consumers. A quantitative research will be conducted in order to assess the ability of video ads in free mobile games to convert watchers in to users. The questionnaire will consist of two parts - first will be a series of questions that aim to gather information about the respondents willingness of watching video ads and their conversion potential and the second half will be a demographic and psychographic picture of the respondents. This paper analyses the responses of 173 respondents from 14 different countries. The main thesis is that they have low probability of following video advertisement in free mobile app or free mobile game and convert, because: 1) the majority of video ads in free mobile games are a currency, in other words one viewed ad is traded for in-game currency (Offer Wall Ads) So if a player is so invested in a game to "trade" fifteen to forty-five seconds of his life for a in-game advancement, the advertisement would have a hard time to convince him to try a new experience (new free mobile game) 2) Most of the video ads and banners in free mobile apps and games obstruct in some way the normal app use or just part of the display. Because of that big segment of free app users express negative emotions and based on those emotions the free app users create negative associations with the advertised content. Important part of the success of this paper is to correctly define the term effectiveness. This paper aims to assess the effectiveness of video ads as an income source for free mobile games and apps. The author assesses the effectiveness by comparing several variables - likelihood that a consumer will watch and convert from this type of advertisement and their reaction at different situations when such marketing communication is initiated. The author formulated three hypothesizes: 1) The respondents are more likely to open a page of an app, when the ad they took the information is in free mobile app and not a game; 2) The respondents don't watch more than ten seconds of video ad in free mobile game (with average length of 30 seconds) 3) Its more likely that the respondents to convert watching a video ad in free mobile game.
- Subjects
MOBILE games; GENERATION Z; MARKETING; MOBILE apps; ADVERTISING
- Publication
Knowledge: International Journal, 2020, Vol 38, Issue 5, p1259
- ISSN
2545-4439
- Publication type
Article