INTRODUCTION

Marketing researchers have long known that online consumers tend to be “banner-

blind”– consciously or unconsciously, they ignore banner-like ads. Mobile technology is the next

big thing. Since, Interactive marketing evolved from a traditional form of direct marketing and e-

commerce around three decades ago (Deighton, 1996), it has grown dramatically to be the

fastest developing business field with mobile applications and interactive content. One of the

fundamental changes in interactive marketing is that customers have acquired substantially

more power and are co-creating the offering and influencing marketing actions in more ways

than before. (Deighton and Kornfeld ) . Interactive marketing has flourished, and many of the

topics that scholars studied were indeed on the path that led on from foundations in digital

marketing, among them lifetime user’s value and engagement. Blattberg and Deighton explore

the impact of this development on marketing practice and give practical advice on designing a

marketing database and staffing an interactive marketing department.

Over the past two decades, DM has transformed global marketing through the

deployment of the following electronic media and tools to implement metrics-based, objective,

relational, and interactive marketing: social media, television, radio channels, SMS, email,

search engines, websites, mobile apps, electronic billboards, and social networks. (Buhalis and

Volchek, 2021, Chaffey and Ellis-Chadwick, 2019, Dwivedi et al., 2020, Herhausen et al., 2020,

Petrescu et al., 2020).

Technology advancement fuels the growth of interactive marketing with powerful

tools.Interactive marketing, which emerged at the beginning stage of the digital edge and e-

commerce, has dramatically expanded its scale and scope because of the newly developed and

more sophisticated technologies. (Flavián, Ibáñez-Sánchez and Orús, 2019). Platform

Worldwide digital advertising spending in 2012 was $103 billion, or about 20% of total money

spent on advertising, and is expected to increase to $163 billion, or 25% of total advertising

spending, by the end of 2016 (eMarketer 2013). In 2012, almost half of all digital ad dollars

worldwide were spent on paid search and 38% were used for display ads (ZenithOptimedia

2012).

In the context of display ads, researchers have studied the impact of ad exposure on

click-through behavior (Chatterjee et al. 2003), long-term brand awareness (Dreze and

Hussherr, 2003), and repurchase decisions (Manchanda et al. 2006). This research

draws on and contributes to two streams of interactive marketing — Ads on game or the

so called playable ads and video ads. Playable ads, a new type of digital advertising that

combines interactivity with gamification. It does not specifically mention if ads on games

are also playable ads.( Journal of Research in Interactive Marketing) One author, such

as Rushkoff, knows that “computer games may, in fact, be popular culture’s first

satisfactory answer to the collapse of narrative” (2013, Chapter 1, 117–564, para.106).

On the other hand, Video ads are designed for social media platforms such as

Facebook, Instagram, Snapchat, and TikTok, with the primary goal of attracting users to

a mobile application or game. Mobile game video ads are a popular and effective app

monetization strategy that publishers use to promote their games and increase

revenues. Video ads have been found to influence consumer behavior in downloading.

Several factors have been identified that affect the willingness of consumers to watch

online video ads, including prior negative experiences, perceived goal obstacles, ad

length, ad clutter, and the presence of others. (Lecture Notes in Computer Science)
 The Gen Z are basically living online. They are sharing almost every part of their life

through social media platforms, buying goods from all over the world via e-commerce websites,

even partially running their businesses via smartphones. Thanks to the shift of the technological

paradigm we have more powerful devices in our pockets which allow us to do more things than

basic phone communication. Because of this shift the mobile entertainments gains more

followers every year with the abundance of free games and applications (Andrey Kostov).

Consumers clearly love to use apps, so the opportunity is there. The key is finding out how to

choose the perfect app that will peak user interest and ultimately get downloads (Nig Hughart).

Because of the increasing popularity of mobile entertainment, marketers and app developers

saw this as an opportunity to develop apps that will serve not just for entertainment but use this

to help users to gain money. The study does not provide a comprehensive analysis of the

effectiveness of different strategies for improving in-app ads. It mainly focuses on the impact of

structural and semantic factors on clicking behavior. The study does not consider the potential

impact of cultural or demographic differences on clicking behavior. The findings may not be

applicable to all user groups or cultural contexts. (European Journal of Marketing)

Based on previous studies, they focused on the psychological processes and effects of

playable ads and video ads on consumers' perceived control and product attitudes..This study,

thus, contributes to the previous research in the following ways: first, we use the Elaboration

Likelihood Model (ELM). The Elaboration Likelihood Model of Persuasion (ELM; Petty &

Cacioppo, 1981, 1986) was offered as a general framework for organizing and understanding

the basic processes responsible for attitude change. We used this theory to extend Gen Z's

assessment of the two interactive marketing strategies: playable advertisements and video

advertisements, by having a comparison assessment of each attribute as a part of digital and

interactive marketing. Second, we will evaluate how the both interactive ads influence Gen Z's

downloading behavior towards money-making apps by examining their attributes in responding.

relationship between the significant difference between playable ads and video ads, affecting

the users downloading behavior towards money-making apps.

REFERENCE

The Gen Z are basically living online. They are sharing almost every part of their life

through social media platforms, buying goods from all over the world via e-commerce

websites, even partially running their businesses via smartphones. Thanks to the shift of

the technological paradigm we have more powerful devices in our pockets which allow

us to do more things than basic phone communication. Because of this shift the mobile

entertainments gains more followers every year with the abundance of free games and

applications (Andrey Kostov)

 Kostov, A. (2020, March 20). Effectiveness of video advertisements in free mobile

games in the generation Z market segment. Knowledge: International Journal |

EBSCOhost. https://openurl.ebsco.com/EPDB%3Agcd%3A6%3A10724470/detailv2?

sid=ebsco%3Aplink%3Ascholar&id=ebsco%3Agcd%3A146040660&crl=c
 The study does not provide a comprehensive analysis of the effectiveness of different

strategies for improving in-app ads. It mainly focuses on the impact of structural and semantic

factors on clicking behavior. The study does not consider the potential impact of cultural or

demographic differences on clicking behavior. The findings may not be applicable to all user

groups or cultural contexts. (European Journal of Marketing)

 Emerald. (2021a, April 8). In-app advertising : A two-step qualitative comparative

analysis to explain clicking behavior (2021): Jens Mattke: 3 citations. SciSpace - Paper.

https://typeset.io/papers/in-app-advertising-a-two-step-qualitative-comparative-

1lq8j17iim

Consumers clearly love to use apps, so the opportunity is there. The key is finding out how to

choose the perfect app that will peak user interest and ultimately get downloads (Nig Hughart).

Because of the increasing popularity of mobile entertainment, marketers and app developers

saw this as an opportunity to develop apps that will serve not just for entertainment but use this

to help users to gain money.

 Nic Hughart Nic is the VP of Sales at BuildFire. He’s a proven sales leader with 20+

years of experience in SMB. (2023, October 14). How to create a mobile app that

actually makes money. BuildFire. https://buildfire.com/build-profitable-mobile-app/

Video ads are designed for social media platforms such as Facebook, Instagram,

Snapchat, and TikTok, with the primary goal of attracting users to a mobile application or
 game. Mobile game video ads are a popular and effective app monetization strategy that

publishers use to promote their games and increase revenues.

 Gamota. (2023, May 4). What makes a good video ad for your game?. LinkedIn.

https://www.linkedin.com/pulse/what-makes-good-video-ad-your-game-gamota

Video ads have been found to influence consumer behavior in downloading. Several

factors have been identified that affect the willingness of consumers to watch online

video ads, including prior negative experiences, perceived goal obstacles, ad length, ad

clutter, and the presence of others. (Lecture Notes in Computer Science)

 Yáñez, D., Fernández-Robin, C., & Vásquez, F. (1970,

January 1). Audiovisual content consumer behavior regarding advertising on online

streaming platforms. SpringerLink. https://link.springer.com/chapter/10.1007/978-3-031-

35915-6_44

Playable ads, a new type of digital advertising that combines interactivity with

gamification. It does not specifically mention if ads on games are also playable ads.

( Journal of Research in Interactive Marketing)

• Emerald Publishing Limited. (2021, May 5). How playable ads influence

consumer attitude: Exploring the mediation effects of perceived control and Freedom

Threat (2021): Xiaohan Hu: 12 citations. SciSpace - Paper.

https://typeset.io/papers/how-playable-ads-influence-consumer-attitude-exploring-the-

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