The generation Z audience for in-app advertising
Volume: 13, Issue: 3, Pages: 343 - 360
Published: Feb 18, 2021
Abstract
Purpose The audience for in-app mobile advertising is comparable in size and viewing rate to that for TV but divides its attention across a highly fragmented selection of apps, each competing for advertiser revenue. In market, the assumption is that this audience is deeply segmented, allowing individuals to be contextually targeted on the apps that define their interests and needs. But that assumption is not supported by the Laws of Double...
Paper Details
Title
The generation Z audience for in-app advertising
Published Date
Feb 18, 2021
Volume
13
Issue
3
Pages
343 - 360
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