Selecting important features related to efficacy of mobile advertisements

Abstract

With growing use of mobile devices, mobile advertisement is playing increasingly important role. It can reach potential customers at any time and place based on individual’s real-time needs. Factors for success of mobile advertisements are different from similar media like Television or large screen monitors. We investigated the important factors to enhance click through rate (CTR) for a mobile Ad. As CTR is directly related to revenue, it is used to measure success of a mobile Ad. To identify important factors that determine CTR, we took two approaches - one directly asking subjects, and the other, from analyzing their selective attention. Subjects were asked to respond to questionnaire. From the responses important features were selected using Least Absolute Shrinkage and Selection Operator (LASSO). For the other approach, selective attention was inferred from subjects’ eye-tracking data. When results from two approaches were compared, the findings were similar. Those features will be helpful for designing Ads favored by users, as well as could earn more revenues.