hh.sePublikasjoner
Endre søk
RefereraExporteraLink to record
Permanent link

Direct link
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annet format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annet språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
Dynamic In-Game Advertising: How important is it that ads are dynamic and capable of changing?
Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap.
2017 (engelsk)Student paper other, 5 poäng / 7,5 hpOppgave
Abstract [en]

As the media habits of both men and women have changed new ways of delivering advertising have become available, and among these new methods is in-game advertising, and from in-game advertising a new form of game advertising grew: dynamic in-game advertising. Dynamic in-game advertising is simply in-game advertising that is capable of changing the content it displays. The purpose of this survey study was to determine how important it is that in-game ads can change, and to this end a survey using 5-point Likert scales anchored at “1=strongly disagree” and “5=strongly agree” was constructed and distributed through Facebook and the message board and aggregator site Reddit. 209 responses were gathered. The results showed that gamers, while having a negative attitude towards in-game advertising and showing no preference for dynamic ads over static ads, they do tolerate dynamic in-game advertising to at least the extent as they tolerate static in-game advertising. The conclusion drawn is that dynamic in-game advertising can be very important for publishers since it allows for more efficient and targeted ads which can lead to added revenue without any significant risk of negative attitudes and backlash.

sted, utgiver, år, opplag, sider
2017. , s. 11
HSV kategori
Identifikatorer
URN: urn:nbn:se:hh:diva-33069OAI: oai:DiVA.org:hh-33069DiVA, id: diva2:1065214
Fag / kurs
Vetenskaplig metod
Tilgjengelig fra: 2017-01-15 Laget: 2017-01-13 Sist oppdatert: 2017-01-15bibliografisk kontrollert

Open Access i DiVA

fulltext(358 kB)1242 nedlastinger
Filinformasjon
Fil FULLTEXT01.pdfFilstørrelse 358 kBChecksum SHA-512
20f3100ac00052024a45784f813141474ecdb10f25d2062bf0c326ddbdd081605bf798a0845b204bc93bb8015afe7a3b01926522cc8e398362fff646fc18b310
Type fulltextMimetype application/pdf

Av organisasjonen

Søk utenfor DiVA

GoogleGoogle Scholar
Totalt: 1242 nedlastinger
Antall nedlastinger er summen av alle nedlastinger av alle fulltekster. Det kan for eksempel være tidligere versjoner som er ikke lenger tilgjengelige

urn-nbn

Altmetric

urn-nbn
Totalt: 1062 treff
RefereraExporteraLink to record
Permanent link

Direct link
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annet format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annet språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf