The Zoom Interference Model of New Media. A Metaphor-Based Dynamic Approach in the Jungle of Concepts

The purpose of this paper is to establish an experimental model of new media using theoretical approach. After investigating numerous interpretations of new media, the paper offers a metaphor-based framework to guide you in the jungle of concepts. According to the hypothesis, the metaphor of interference supports the development of a theoretical model including the concepts of crossmedia, transmedia and intermedia. Therefore, the zooming interference model and its illustrating case studies are going to be available to interpret the dimensions of new media also with a visualized version. The model supports a dynamic approach to academic discussions and a software development to study the changing new media

Exploring mobile ad formats to increase brand recollection and enhance user experience

Abstract Digital marketing is increasingly moving from desktop (e.g., browser) to mobile environments (e.g., within mobile applications). The means for delivering ads however, remains largely unchanged: banners and videos. In this work, we explore transforming ad delivery methods to the mobile environment while mitigating issues causing frustration and distractions to the users, evident in both web and mobile marketing. We demonstrate that softly enforcing interaction with the ad — with minimal usable screen space reduction — can improve user’s attitude towards mobile advertising. Brand recollection is also influenced via increased interactions with the ad delivery method