A critical analysis of mobile advertising on click-through rates: Evidence from a retail mobile app in Abuja, Nigeria
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- NGN 5000
Background of the study
Mobile advertising has become a pivotal component of digital marketing strategies, particularly in driving user engagement through click-through rates (CTR). In Abuja, Nigeria, retail mobile apps are increasingly using mobile ads to capture consumer attention and drive traffic to product pages. These ads, optimized for mobile platforms, leverage creative visuals, concise messaging, and interactive features to encourage immediate user action (Eze, 2023). The effectiveness of mobile advertising is typically measured through CTR, which indicates the percentage of users who click on an ad relative to the total number of impressions. As mobile device usage continues to rise, understanding the factors that influence CTR becomes critical for optimizing ad performance. However, challenges such as ad fatigue, placement issues, and varying user behavior across different devices can affect CTR outcomes. This study critically analyzes mobile advertising strategies on CTR, examining the evidence from a retail mobile app in Abuja to determine the relationship between ad design, user engagement, and click-through performance (Nwankwo, 2024).
Statement of the problem
Retail mobile apps in Abuja struggle with achieving high click-through rates despite extensive mobile advertising efforts. Factors such as suboptimal ad design, poor targeting, and ad placement issues contribute to low engagement levels (Eze, 2023). This study aims to investigate the gap between mobile advertising investments and actual CTR performance, identifying key challenges that impede effective user interaction with ads. It seeks to provide insights into how mobile advertising strategies can be refined to improve CTR and overall marketing outcomes (Nwankwo, 2024).
Objectives of the Study
To analyze the impact of mobile advertising on click-through rates.
To identify factors that hinder high CTR performance in retail mobile apps.
To propose strategies for enhancing mobile ad effectiveness.
Research Questions
How does mobile advertising affect click-through rates in retail mobile apps?
What factors contribute to low CTR performance?
How can mobile advertising strategies be optimized to improve CTR?
Significance of the study
This study provides critical insights into the effectiveness of mobile advertising in driving user engagement, particularly in terms of click-through rates. The findings will help retail mobile app developers and marketers in Abuja enhance ad design and targeting strategies, ultimately leading to improved campaign performance and higher conversion rates. The research contributes to the broader field of mobile marketing by offering practical recommendations for boosting CTR (Nwankwo, 2024).
Scope and Limitations of the Study
This study is limited to a critical analysis of mobile advertising on click-through rates within a retail mobile app in Abuja, Nigeria.
Definitions of Terms
Mobile Advertising: The promotion of products or services through ads displayed on mobile devices.
Click-Through Rate (CTR): A metric that measures the ratio of users who click on an ad to the total number of users who view it.
Retail Mobile App: A mobile application designed for the sale and promotion of consumer products.
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