An assessment of mobile advertising innovations on campaign engagement: A case study of a ride-sharing service in Kaduna, Nigeria
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Background of the Study:
Mobile advertising innovations, such as interactive ads, location-based notifications, and short video formats, have transformed how brands engage with consumers on mobile platforms. A ride-sharing service in Kaduna has adopted these cutting-edge techniques to capture user attention and drive app engagement. By leveraging geolocation data and real-time analytics, the service delivers personalized promotions that encourage immediate interaction and booking. These mobile ad innovations not only enhance consumer engagement through dynamic content but also facilitate tracking of key performance metrics like click-through and conversion rates. However, issues such as notification fatigue, technical glitches, and varying user preferences can hinder campaign success. This study investigates how mobile advertising innovations influence campaign engagement by analyzing both quantitative metrics and qualitative user feedback. The research aims to provide actionable recommendations for optimizing mobile ad strategies to boost engagement and improve overall campaign effectiveness (Oluwaseun, 2023; Adebola, 2024).
Statement of the Problem:
The ride-sharing service in Kaduna faces challenges in achieving consistent campaign engagement due to technical issues and ad over-saturation. These problems have led to reduced user interaction and lower conversion rates, undermining the effectiveness of mobile advertising initiatives.
Objectives of the Study:
To evaluate the impact of mobile advertising innovations on campaign engagement.
To identify challenges affecting mobile ad performance.
To propose strategies for optimizing mobile advertising to enhance engagement.
Research Questions:
How do mobile advertising innovations affect campaign engagement?
What technical and design challenges limit mobile ad effectiveness?
What strategies can improve user engagement with mobile ads?
Significance of the Study:
This study is significant as it provides insights into optimizing mobile advertising strategies for better campaign engagement. The findings will help ride-sharing services refine their mobile marketing approaches to drive higher conversion rates and improve overall ROI.
Scope and Limitations of the Study:
The study is limited to a ride-sharing service in Kaduna, Nigeria, focusing exclusively on mobile advertising innovations and campaign engagement.
Definitions of Terms:
Mobile Advertising Innovations: New and interactive ad formats designed for mobile platforms.
Campaign Engagement: The level of user interaction with advertising content.
Ride-Sharing Service: A digital platform connecting drivers and passengers.
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