Energy cost of advertisements in mobile games on the android platform

Irena Prochkova, Varun Singh, Jukka K. Nurminen

Research output: Chapter in Book/Report/Conference proceedingConference article in proceedingsScientificpeer-review

12 Citations (Scopus)

Abstract

Advertisements (ads) are a common source of revenue for monetizing free mobile applications, but increase the energy consumption of a mobile device because the advertisement have to be fetched and displayed. In particular, the radio communication needed for the data transfer is power hungry and therefore advertisement sponsored free applications consume more energy than paid apps. This energy cost can be justified for Internet and social-applications but not for standalone games where always-on Internet connectivity is not necessarily required. In this paper, we analyze the energy consumed by mobile advertisements in an Android Phone. We measure the energy consumption by comparing the power usage of mobile phone games with and without advertisements. Our results show that advertisements in general consume significant amount of energy, but the consumption depends on how frequently advertisements are requested from the advertisement server (AdMob Server). In applications where advertisements are fetched frequently the energy consumed is higher, while in applications where advertisements are fetched rarely, it is lower. Moreover, we observe that the AdMob Server does not always send a new advertisement for each request but responds with a HTTP 304 (Resource Not Modified) leading to unnecessary usage of network and energy. © 2012 IEEE.
Original languageEnglish
Title of host publicationProceedings - 6th International Conference on Next Generation Mobile Applications, Services, and Technologies, NGMAST 2012
Pages147-152
Number of pages6
ISBN (Electronic)978-0-7695-4803-6
DOIs
Publication statusPublished - 2012
MoE publication typeNot Eligible

Fingerprint

Servers
Costs
Energy utilization
Internet
HTTP
Radio communication
Data transfer
Mobile phones
Application programs
Mobile devices

Keywords

  • Advertising
  • Energy-efficiency
  • Mobile advertising

Cite this

Prochkova, I., Singh, V., & Nurminen, J. K. (2012). Energy cost of advertisements in mobile games on the android platform. In Proceedings - 6th International Conference on Next Generation Mobile Applications, Services, and Technologies, NGMAST 2012 (pp. 147-152) https://doi.org/10.1109/NGMAST.2012.32
Prochkova, Irena ; Singh, Varun ; Nurminen, Jukka K. / Energy cost of advertisements in mobile games on the android platform. Proceedings - 6th International Conference on Next Generation Mobile Applications, Services, and Technologies, NGMAST 2012. 2012. pp. 147-152
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title = "Energy cost of advertisements in mobile games on the android platform",
abstract = "Advertisements (ads) are a common source of revenue for monetizing free mobile applications, but increase the energy consumption of a mobile device because the advertisement have to be fetched and displayed. In particular, the radio communication needed for the data transfer is power hungry and therefore advertisement sponsored free applications consume more energy than paid apps. This energy cost can be justified for Internet and social-applications but not for standalone games where always-on Internet connectivity is not necessarily required. In this paper, we analyze the energy consumed by mobile advertisements in an Android Phone. We measure the energy consumption by comparing the power usage of mobile phone games with and without advertisements. Our results show that advertisements in general consume significant amount of energy, but the consumption depends on how frequently advertisements are requested from the advertisement server (AdMob Server). In applications where advertisements are fetched frequently the energy consumed is higher, while in applications where advertisements are fetched rarely, it is lower. Moreover, we observe that the AdMob Server does not always send a new advertisement for each request but responds with a HTTP 304 (Resource Not Modified) leading to unnecessary usage of network and energy. {\circledC} 2012 IEEE.",
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Prochkova, I, Singh, V & Nurminen, JK 2012, Energy cost of advertisements in mobile games on the android platform. in Proceedings - 6th International Conference on Next Generation Mobile Applications, Services, and Technologies, NGMAST 2012. pp. 147-152. https://doi.org/10.1109/NGMAST.2012.32

Energy cost of advertisements in mobile games on the android platform. / Prochkova, Irena; Singh, Varun; Nurminen, Jukka K.

Proceedings - 6th International Conference on Next Generation Mobile Applications, Services, and Technologies, NGMAST 2012. 2012. p. 147-152.

Research output: Chapter in Book/Report/Conference proceedingConference article in proceedingsScientificpeer-review

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AU - Prochkova, Irena

AU - Singh, Varun

AU - Nurminen, Jukka K.

PY - 2012

Y1 - 2012

N2 - Advertisements (ads) are a common source of revenue for monetizing free mobile applications, but increase the energy consumption of a mobile device because the advertisement have to be fetched and displayed. In particular, the radio communication needed for the data transfer is power hungry and therefore advertisement sponsored free applications consume more energy than paid apps. This energy cost can be justified for Internet and social-applications but not for standalone games where always-on Internet connectivity is not necessarily required. In this paper, we analyze the energy consumed by mobile advertisements in an Android Phone. We measure the energy consumption by comparing the power usage of mobile phone games with and without advertisements. Our results show that advertisements in general consume significant amount of energy, but the consumption depends on how frequently advertisements are requested from the advertisement server (AdMob Server). In applications where advertisements are fetched frequently the energy consumed is higher, while in applications where advertisements are fetched rarely, it is lower. Moreover, we observe that the AdMob Server does not always send a new advertisement for each request but responds with a HTTP 304 (Resource Not Modified) leading to unnecessary usage of network and energy. © 2012 IEEE.

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Prochkova I, Singh V, Nurminen JK. Energy cost of advertisements in mobile games on the android platform. In Proceedings - 6th International Conference on Next Generation Mobile Applications, Services, and Technologies, NGMAST 2012. 2012. p. 147-152 https://doi.org/10.1109/NGMAST.2012.32