Disentangling location-based advertising: the effects of location congruency and medium type on consumers' ad attention and brand choice

Paul Ketelaar, Stefan Bernritter, Jonathan van 't Riet, Arief Ernst Huhn, Thabo van Woudenberg, Barbara Muller, Loes Janssen

Research output: Contribution to journalArticleScientificpeer-review

26 Citations (Scopus)

Abstract

Research on location-based advertising (LBA) suggests that the merits of LBA lie in the fact that consumers can be targeted with location-congruent ads on their personal mobile devices. However, LBA consists of two underlying constructs: a mobile (vs. point-of-sales) advertising medium and location congruency (vs. location incongruency). This study aims to disentangle these underlying constructs by showing that they differentially affect the efficacy of an ad. Using a virtual reality lab experiment, this study shows that location-congruent ads result in increased choice for the target brand as compared to location-incongruent ads, independent of medium type. However, in location-incongruent situations, mobile ads attracted more attention than point-of-sales display ads. The advantages of LBA thus do not seem to emanate from medium type, but rather from the congruency between the ad and product location. When the ad is received at a different location than the product, the mobile medium is able to enhance consumers' ad attention.
Original languageEnglish
Pages (from-to)356-367
Number of pages13
JournalInternational journal of advertising
Volume36
Issue number2
Early online date14 Oct 2015
DOIs
Publication statusPublished - 2017

Keywords

  • location-based advertising
  • location congruency
  • advertising medium
  • attention
  • brand choice

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