Mobile devices and advertising: perceptions and opportunities

Patricia Dias, Inês Teixeira-Botelho

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


This chapter discusses ways of rethinking and reconfiguring advertising models and tools, in order to explore all the potential of mobile devices. The chapter presents a literature review on perceptions and opportunities related to mobile devices and advertising, focusing themes such as branded content, branded apps, advergames, second screening and m-commerce. It also presents results from an exploratory qualitative study conducted in Portugal on perceptions about mobile devices and advertising, based on 4 focus groups with users of mobile devices aged between 18 and 35 years old. The empirical results show that users have negative perceptions and attitudes towards traditional advertising models, such as banners, pop-ups and pre-videos on YouTube. On the contrary, they use some branded apps and value both engagement and community building and providing useful services and information. Thus, opportunities, possibilities, preferences and dislikes were discussed.
Original languageEnglish
Title of host publicationBrand culture and identity
Subtitle of host publicationconcepts, methodologies, tools, and applications
PublisherIGI Global Publishing
Number of pages21
ISBN (Electronic)9781522571179
ISBN (Print)9781522571162
Publication statusPublished - 1 Jan 2018


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