Advertising and Mobile: More than a Platform Shift

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Author(s): Kenneth E. Harvey (KIMEP University, Kazakhstan)and Philip J. Auter (University of Louisiana – Lafayette, USA)
Copyright: 2016
Pages: 35
Source title: Handbook of Research on Human Social Interaction in the Age of Mobile Devices
Source Author(s)/Editor(s): Xiaoge Xu (Botswana International University of Science and Technology, Botswana)
DOI: 10.4018/978-1-5225-0469-6.ch015

Keywords: Human Aspects of Technology / Information Science Reference / Social Sciences & Humanities

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Abstract

There is no field that has experienced a more positive financial impact from mobile technology than advertising. This is evident by billions of dollars in traditional media fleeing to online media, and increasingly to mobile. Yet, it is difficult to distinguish mobile totally from other online advertising approaches. Mobile is certainly not diverging from the other platforms, but rather driving some of the strongest advertising trends. Because the trends of all online channels overlap with mobile, it will be difficult to address mobile without addressing all – then clarifying and exploring how mobile is driving and will continue to drive those trends.

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Advertising and Mobile: More than a Platform Shift

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