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Manuscript deadline
20 May 2021

Cover image - Journal of Advertising

Journal of Advertising

Special Issue Editor(s)

Stefan Bernritter, King's College London, UK
[email protected]

Shintaro Okazaki, King's College London, UK
[email protected]

Douglas West, King's College London, UK
[email protected]

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Mobile Technology and Advertising

Manuscripts are currently being solicited for an upcoming Special Section of the Journal of Advertising (JA) dedicated to Mobile Technology and Advertising.

The evidence suggests that around 5 billion people worldwide have mobile devices and that close to 80% of all adults in advanced economies own a smartphone (Pew Research Center2019). Not surprisingly, the evidence suggests more than 50% of all global internet traffic is accounted for by mobile phones (Statista2019) and advertisers spend about two-thirds of their digital advertising budget on mobile advertising (eMarketer2019).

Mobile technology offers advertisers not only an ever-growing global audience of "always-on" smartphone, wearable, or smart speaker users, but also instantaneous access to their contextual information, e.g., location, environmental, and behavioraldata. This information is increasingly being used to apply novel targeting and creative strategies and to develop new forecasting models. The available evidence suggests there is widespread dissemination and broad acceptance of mobile technology in the marketplace, as well as very promising opportunities for advertisers to engage with their customers in novel ways. Nevertheless, the topic of mobile technology’s impact on the advertising business remains largely under researched. For example, in the past, JAhas published only a handful of papers that have touched on the topic (e.g., Baek and Yoo 2018; Okazaki, Li, and Hirose 2009; Peters, Amato, and Hollenbeck 2007).

Academics and practitioners suggest that exposure to mobile advertising and the creation of user generated content work differently than in nonmobile online media (e.g., Grewal and Stephen 2019; Melumad et al. 2019). Yet, our understanding of the workings and limits of advertising is still very much grounded in theory from the Web 2.0 era given publishing time-lags, without fully accounting for the complexities of the mobile advertising landscape. This is also reflected by comments from industry, indicating that new contextual insights such as location data are among the most misunderstood areas in marketing (Adweek2018) with advertisers still struggling to harness insights effectively (Forbes2019). Additionally, past special issues in major advertising journals were mainly situated in the pre-smartphone era (e.g., Okazaki 2007; Precourt 2009) or limited their scope to mobile media (e.g., Ford 2017).

The aim of this Special Section is to address gaps and extend this body of knowledge by taking a broader and more current approach to these newly emerged complexities. The special section seeks high quality submissions that will be of lasting use to the discipline. In light of the breadth of these complexities, we encourage submissions that take a multidisciplinary perspective on mobile technologies in advertising as well as collaborations between academia and practice. We welcome a broad variety of paper types, including empirical work, methodological papers, and thought-leading conceptual work.

The list of possible topics for this Special Section includes, but is not limited to:

  • App adoption and promotion
  • Augmented reality in mobile advertising
  • Avoidance of mobile advertising
  • Brand safety and mobile advertising
  • Creativity in mobile advertising
  • Cultural differences in mobile advertising efficacy
  • Engagement with mobile advertising
  • Ethical considerations in mobile advertising
  • Hyper targeting
  • Mobile advertising and the Internet of Things
  • Mobile gaming and advertising
  • Location targeting
  • New contextual factors affecting advertising efficacy
  • Media multitasking in a mobile context
  • New personalization strategies in mobile advertising
  • Smart mobile assistants
  • The role of 5G for mobile advertising
  • The role of advertising for in-app purchases and app subscription models
  • The workings and limits of mobile advertising
  • Spill over effects of mobile advertising into other channels

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Submission Instructions

Submissions should follow the manuscript format guidelines for JA. The word count should be no greater than 12000 words for Original Research Articles and Literature Reviews, and 6000 words for Research Notes.

The submission deadline is May 20, 2021.

All manuscripts should be submitted through the JA ScholarOne System during May 1-20, 2021. Authors should select “SPECIAL SECTION: Mobile Technology and Advertising” as “Manuscript Type.” Please also note in the cover letter that the submission is for the Special Section on Mobile Technology and Advertising, and indicate whether the submission is an Original Research Article, Literature Review or Research Note.

  • All articles will undergo blind peer review by at least two reviewers.
  • Authors will be notified no later than August 2021 on the preliminary decision over their manuscript for the next round of review.
  • The anticipated date for publication of the Special Section is Summer 2022.
  • For additional information regarding the Special Section, please contact the guest editors at [email protected]

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