Research Study – Programmatic Advertising

Research Study – Programmatic Advertising

This material is from a research study conducted by Ayomikun Bamgboye and titled Impact of Programmatic Advertising on Products and Services: A Study of Tecno & Renmoney.


This study attempted to investigate the impact of programmatic advertising on Products and Services. The study focused on Tecno (as the products) and Renmoney (as the services). Programmatic advertising is increasingly gaining relevance as it assures brands – Top of mind awareness, Engagements and Ultimately Conversions regardless of verticals and platforms/apps. 

The Study demonstrated the impact of programmatic advertising by documenting theories like Uses and Gratification Theory, Perception Theory, Dependency Theory and Conceptual frameworks for better understanding of its relevance. 

Also, to accomplish the objective of this research, some hypotheses were set. And the results obtained from the research were compared with the hypotheses set. Based on the comparison, the result and conclusion were made.

Table of Contents

Chapter 1 – Background of the Study



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