Mobile Technology and Advertising in Nigeria: The Emerging Complexities

Abstract

Mobile Technology offers advertisers an ever-growing global audience of “always on” multifunctional smartphone capability and instantaneous access to their contextual information. Location based, environmental, and behavioural data are increasingly being used to apply novel targeting and creative strategies for the development of new forecasting models. There is widespread dissemination and broad acceptance of mobile technology in the market place, as well as very promising opportunities for advertisers to engage with their customers in novel ways. Modern Technology has given consumers a wider range of options when it comes to how they consume media. Recently people spend more time on their smartphones, tablets and other mobile devices than they do on traditional media. In order to keep up with changing consumer habits companies adopt their advertising campaigns by adapting mobile technology strategies. The study was conducted to ascertain the emerging complexities of mobile technology in advertising. The study anchored on Technological Determinism Theory and The Theory of Planned Behaviour. The population comprises of mobile technology users. Online survey was used to solicit information. Purposive sampling method was used to gather data for the survey. The study revealed that consumers avoid mobile advertising due to perceived goal impediments, perceived intrusiveness, privacy concerns and ad irritation. The study also found out that in mobile advertising the boundaries between virtual and real life experiences is blurry. The study recommends that advertisers should bridge the boundaries between virtual and real life experiences in mobile advertising and that there is need for proper orientation for companies, advertisers and mobile technology users on the emerging complexities of mobile advertising.