Presently, the banner advertisements on mobile applications become the significant marketing channel. It is questionable which positions of banner advertising will not interrupt and annoy mobile users, as well as which positions are able to enhance the click-through rate. This research therefore will evaluate the effective position of click-through rate for banner advertising, and also analyze the users’ experiences when they see the banner on the actual usage. The outcomes suggested that the most clicked position which did not interrupt the users was the Top position banner advertising. This research is applicable for marketing analysts in case that they can design the proper and effective advertising positions related to their campaigns via Mobile Advertising Network accessing to target.

1. The Evaluation of
Effectiveness on Mobile
Application Banner
Banyapon Poolsawas
Dhurakij Pundit University

2. The Evaluation of Effectiveness on Mobile Application Banner

3. The Evaluation of Effectiveness on Mobile Application Banner
สํานักพัฒนาธุรกรรมทางอิเล็กทรอนิกส (มหาชน) กระทรวง เทคโนโลยีสารสนเทศและการสื่อสาร. 2557. http://www.
slideshare.net/wiseknow/2557-38352560.

4. The Evaluation of Effectiveness on Mobile Application Banner

5. The Evaluation of Effectiveness on Mobile Application Banner
Q2 2014 Mobile OS Usage (Data provided by Net Applications)
http://www.netapplications.com/
“
The difference between users of the Android and iOS platforms

6. The Evaluation of Effectiveness on Mobile Application Banner

7. The Evaluation of Effectiveness on Mobile Application Banner
Display Ads Network (Ads Provider)

8. The Evaluation of Effectiveness on Mobile Application Banner
Display Ads Network (Ad Provider) offers several different
options for the varieties of ad that may appear on your
pages and in your reports.

9. The Evaluation of Effectiveness on Mobile Application Banner
Ads Type

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Ads to Mobile Landing Page
Ads to Video Streaming and landing to the Download
Page
Click to call ads

11. The Evaluation of Effectiveness on Mobile Application Banner
Business Model in Display Ads Network on Mobile

12. The Evaluation of Effectiveness on Mobile Application Banner
Business Model in Display Ads Network on Mobile
$ Bid Type
The bid type is the way that advertisers bid in the auction for your ad
space:
● Cost-Per-Click (CPC)
● Cost-Per-Thousand impressions (CPM)
● Cost-Per-Install Apps (CPI)
(In Marketing call CPA Cost Per Action)

13. The Evaluation of Effectiveness on Mobile Application Banner
Click through rate % (CTR)
The clickthrough rate (CTR) is the percentage of impressions that led to a click.
CTR = Clicks / Impressions

14. The Evaluation of Effectiveness on Mobile Application Banner
Digital Marketing, National Brands and Agencies(2015)
http://www.godigitalmarketing.com/programmatic-sweetens-deal-digital-video-mobile-ads-nationalblog/
“

15. The Evaluation of Effectiveness on Mobile Application Banner
Ads Type

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Problem

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The Treasures of Game Developers and Startups
(Game and Application Industry)
CPI CPM
CPC

18. The Evaluation of Effectiveness on Mobile Application Banner
FLAPPY BIRD, SUCCESS OR (USERS) MISTAKE
First time, user
tab in this
position (habit)
Next Round
they move to
tab above.
The Ads
random
position
Safe Click in
the middle.

19. The Evaluation of Effectiveness on Mobile Application Banner
Business, Brand and Product Manager
ตองการสรางแคมเปญการตลาดผาน Mobile
1. KPI ใหคนโหลดแอพฯ​ของเรา หรือ KPI
ใหคนกดโฆษณาของเราเพื่อวิ่งมาหนาเว็บไซตตรงหนาสิ
นคาที่ออกแบบไวกับสมารทโฟน เพื่อซื้อสินคา
หรือสมัครสมาชิกผานหนาจอ
2. จาย Cost Per Click ที่คลิกละ 3 บาท ตอครั้ง
จากงบทั้งหมด 1,200,00 บาท
Apps & Game Developers Team
ตองการสรางรายไดจากโฆษณาบนแอพพลิเคชัน
1. วางตําแหนงที่คนจะพลาดไปโดนใหมากที่สุดเผื่อ
จะไดเงินเยอะจาก % ของ Ads Network ตอ
CTR
2. เปลี่ยนตําแหนงบนบางลางบาง
แตอยาบังหนาจอเพราะคนจะใชงานไมได
[ทําแบบ Flappy Bird]
3. ตอนเลนเกมขณธเปลี่ยนฉาก เนน
โฆษณาแบบเต็มหนาจอแสดงผล วีดีโอ
เผื่อคนจะพลาดปุมปดไปโดนโฆษณาจะไดเงิน
ขอมูลจากการประชุม Glabal Meeting ภายในบริษัท Adways Inc. ในนามตัวแทนของบริษัท Adways
Labs Thailand Co., Ltd. ป 2014 ที่ชินจูกุ ประเทศญี่ปุน
“
ตอนนี้แอพฯ และ เกมบนมือถือเปนแบบนี้ 60-70%

20. The Evaluation of Effectiveness on Mobile Application Banner
Paid 1,200,000 THB in Mobile Ads for….
Fat Finger?
(Mistake, Accidental Click)
Click Bait Apps?

21. The Evaluation of Effectiveness on Mobile Application Banner
Methodology
Tools
Services
Devices
Operating System
Applications

22. The Evaluation of Effectiveness on Mobile Application Banner
Methodology
Population Sample Group
15-24 : Student, White Collar (57 peoples)
25-40 :Office Workers, Mature (24 peoples)
55+ :Government (6 peoples)

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Day 1-7
(Bottom) (Top)
Day 7-14
(Middle) (Popup)
Day 15 Questionnaire, the best position with context
and interest.

24. The Evaluation of Effectiveness on Mobile Application Banner
Ads by Content filter

25. The Evaluation of Effectiveness on Mobile Application Banner
Behaviors Apps Tracking Tools.

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Outcome

27. The Evaluation of Effectiveness on Mobile Application Banner
Date Views Clicks CTR Date Views Clicks CTR
2/21/2015 70 2 2.86% 2/28/2015 62 0 0.00%
2/22/2015 55 0 0.00% 3/1/2015 48 0 0.00%
2/23/2015 52 0 0.00% 3/2/2015 72 6 8.33%
2/24/2015 63 1 1.59% 3/3/2015 71 3 4.23%
2/25/2015 62 4 6.45% 3/4/2015 84 4 4.76%
2/26/2015 44 2 4.55% 3/5/2015 87 2 2.30%
2/27/2015 81 1 1.23% 3/6/2015 93 3 3.23%
Date Views Clicks CTR Date Views Clicks CTR
2/21/2015 60 1 1.67%
2/28/201
5 55 1 1.82%
2/22/2015 42 1 2.38% 3/1/2015 62 1 1.61%
2/23/2015 43 1 2.33% 3/2/2015 54 2 3.70%
2/24/2015 32 3 9.38% 3/3/2015 51 2 3.92%
2/25/2015 51 3 5.88% 3/4/2015 76 1 1.32%
2/26/2015 44 2 4.55% 3/5/2015 62 0 0.00%
2/27/2015 73 3 4.11% 3/6/2015 60 0 0.00%

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TOP
POSITIONS

33. The Evaluation of Effectiveness on Mobile Application Banner
THANK YOU FOR YOUR ATTENTION