A comparative study of mobile ad innovations on consumer interaction: Evidence from a gaming app in Port Harcourt, Nigeria
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Background of the study
Mobile ad innovations are rapidly evolving, reshaping the way brands communicate with consumers—especially within the gaming industry. In Port Harcourt, Nigeria, gaming apps increasingly rely on innovative mobile ad formats such as interactive banners, rewarded video ads, and augmented reality overlays to boost consumer interaction. These formats enable users to engage directly with advertisements by offering in-app incentives and gamified experiences. The integration of such dynamic ad technologies not only captures user attention but also promotes deeper engagement through interactive content that adapts in real time to user behavior (Okeke, 2023). By leveraging advanced targeting techniques and real-time analytics, gaming apps can personalize ad experiences to individual preferences, thereby enhancing the likelihood of interaction and conversion. However, while these innovations promise improved engagement, challenges such as ad fatigue, intrusive formats, and technical limitations across different devices may impede effectiveness (Afolabi, 2024). This study compares various mobile ad innovations to determine which strategies most effectively drive consumer interaction. By analyzing user metrics such as click-through rates, time spent on ads, and post-ad actions, the research seeks to provide actionable recommendations for optimizing mobile ad performance in gaming apps, thereby contributing to both academic literature and practical industry applications (Chinwe, 2025).
Statement of the problem
Gaming apps in Port Harcourt are investing heavily in mobile ad innovations; however, inconsistencies in user engagement suggest that not all formats yield optimal interaction. Factors such as ad intrusiveness, poor integration with app content, and technical issues across devices have resulted in lower-than-expected interaction rates. This study aims to identify which ad formats are most effective and understand the operational challenges that limit consumer interaction. Bridging the gap between innovative ad technologies and actual user behavior remains a critical issue for app developers and marketers alike (Okeke, 2023).
Objectives of the Study
To compare different mobile ad innovations.
To evaluate their impact on consumer interaction.
To recommend optimization strategies.
Research Questions
How do various mobile ad innovations affect consumer interaction?
What challenges limit ad effectiveness in gaming apps?
How can these strategies be optimized?
Significance of the study
This study provides insights into the most effective mobile ad innovations for gaming apps, helping developers and marketers optimize user engagement. Its findings will guide strategic decisions in ad design and placement, ultimately boosting app performance and revenue generation (Chinwe, 2025).
Scope and Limitations of the Study
This study is limited to a gaming app in Port Harcourt, Nigeria, and focuses solely on mobile ad innovations.
Definitions of Terms
Mobile Ad Innovations: New advertising formats and techniques optimized for mobile devices.
Consumer Interaction: The level of user engagement with digital ads.
Gaming App: A mobile application designed for interactive gaming experiences.
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