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Native Advertisement in Mobile Applications: Features, Formats and Trends

Student: Aleksandr Bogdanov

Supervisor: Asya Veksler

Faculty: Faculty of Communications, Media, and Design

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 7

Year of Graduation: 2021

Nowadays, a mobile application is becoming an integral part of society. Thanks to the growth of phone technology, the mobile application has become a promising platform for advertising integration. The object of the research is native advertising in the application. This advertisement is one of the most effective advertising formats, as it solves the main problems of the advertising market - the effect of "banner blindness" and the development of AdBlock technology. Native advertising solves the first problem with its unobtrusive integration into the content and the algorithm for selecting advertisements based on interests in social networks. The second problem does not affect native advertisemenets in any way, since its technology is beyond the control of an AdBlock. This research is devoted to the study of factors affecting the level of satisfaction of native advertising within a mobile application and a computer version of the site. The author uses an experimental survey method to identify the factors influencing the choice of a platform for advertising on the level of user satisfaction with it. As a result of the study, the author is going to identify the main factors of satisfaction for each of the platforms and their comparison.

Full text (added May 25, 2021)

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