Optimizing direct response in Internet display advertising

Internet display advertising has grown into a multi-billion dollar a year global industry and direct response campaigns account for about three-quarters of all Internet display advertising. In such campaigns, advertisers reach out to a target audience via some form of a visual advertisement (hereinafter also called “ad”) to maximize short-term sales revenue. In this study, we formulate an advertiser’s revenue maximization problem in direct response Internet display advertisement campaigns as a mixed integer program via piecewise linear approximation of the revenue function. A novelty of our approach is that ad location and content issues are explicitly incorporated in the optimization model. Computational experiments on a large-scale actual campaign indicate that adopting the optimal media schedule can significantly increase advertising revenues without any budget changes, and reasonably sized instances of the problem can be solved within short execution times.     

Wireless advertising's challenges and opportunities

Rapidly developing wireless net-working technology and the growing mobile-device user base have fueled interest in activities that deliver advertisements to mobile devices over a wireless network. Studies by wireless media research companies indicate that delivering permission-based alerts to wireless phones captures consumers' attention, drives response actions, and builds brand awareness. Wireless devices are accessible, personal, and location aware. These characteristics allow for highly targeted, flexible, and dynamic wireless advertisements. Yet the target audience is vast, and users must be able to search for information, issue inquiries, and make purchases at any mobile location.     

基于网页内容的广告推介研究

网页与广告关联是基于网页内容的网络广告的核心技术,本文提出了一种基于语义的、以实现网页和广告精确匹配为目标的广告推介方法。首先对一个Web网页进行主题信息提取,获得网页的主题词;然后再对这些主题词语作同义词扩展、上位词扩展、下位词扩展和相关词扩展,最后从待匹配的广告中选择匹配度最高的广告。对该方法进行了模型系统实现并进行了测试运行, 结果表明该方法是行之有效的。     

超平面的平面广告设计

进入21世纪,广告业的发展更加日新月异,在受到影视广告和网络广告的冲击下,平面广告也出现新趋势,带给受众以新鲜、生动的冲击力和吸引力。这些作品有的是利用放置环境的参与性,有的是利用受众的参与性,有的是利用材质的特殊性,有的是利用媒介的独特性等手法,在传统的平面媒体上打破"平面"、"静态"的传统,使作品"立体"、"活动"、"交互"了起来。     

An ontology-based personalized target advertisement system on interactive TV

We design and implement a personalized target advertisement (PTA) system in IPTV using ontology-based semantic relations between IPTV program and advertisement. In the PTA system, we focus on the development of an ontology reasoning technique of improving advertisement recommendation ability and exploiting efficient information reuse. For this purpose, we first build the IPTV program ontology and viewer profiling ontology based on the IPTV program and viewers’ content consumption behavior, using OWL (Web Ontology Language) standardized by W3C. We then classify each viewer into his/her corresponding reference group using a similarity metric. After that, we define the semantic relations between advertisement and shopping products consumed by the prototype through shopping sites in IPTV. Based on these semantic relations, we infer the preferred advertisements for each viewer through our reasoning process. In the experimental section, we demonstrate a prototype of our system and the algorithm of the PTA system using various cases.     

An agent system for advertisement inclusion using human-based computation

In this paper, we will present a system based on intelligent agents, which uses human-based computation (HBC) for advertisement adjustment in images. This system will learn from human interaction to obtain a salience map of the most important parts of an image and will use this information to fit a fixed-sized advertisement in the least important part of the image. Although this approximation has been developed to be used in many different applications, its advantages are more evident when used to add advertisements to real time channels, such as websites or video streaming. In this way, media rich applications (principally online) are the most appropriate for this process. Several studies have demonstrated that badly placed advertisements are frequently ignored by users (and may even provoke irritation) and thus do not serve their purpose. In this way, correct advertisement placement is fundamental to maximize an advertisement's effectiveness. As we will see, our agent system is more robust than previous approximations because it is less influenced by specific image features and takes into account the most important parts of an image from the human point of view. In addition, we will compare our approximation with a classical biological model for visual saliency.     

MyAds: A system for adaptive pervasive advertisements

In this paper we show how pervasive technologies can be employed on a public-display advertisement scenario to enable behavioral self-adaptation of content. We show this through MyAds, a system capable of exploiting pervasive technologies to autonomously adapt the advertisement process to the trends of interests detected among the audience in a venue. After describing the rationale, the architecture and the prototype of MyAds, we describe the advantages brought by the use of such a system, in terms of impact on the audience and economic efficiency. The comparison of MyAds performances with different advertisement selection techniques confirms the validity of our advertisement model, and our prototype in particular, as a means for maximising product awareness in an audience and for enhancing economic efficiency.     

基于星形用户社区模型的Twitter广告投放

目前,Twitter的广告投放市场巨大,但针对个性化的广告投放却很少,提出一种基于星形社区模型的广告投放方式.采用网页爬虫获取Twitter用户社交信息,利用高斯模型的多因素权系数算法处理用户社交信息,初步筛选出对产品感兴趣和有影响力的用户,并对其建立星形结构模型,二次筛选,确定出度核心节点并识别出目标星形子图社区,将该社区的出度核心节点作为广告投放载体进行个性化的投放.实验结果表明该广告投放方式具有较高的社区用户满意度.     

A study of presentations of mobile web banners for location-based information and entertainment information websites

Compared to the Internet, mobile telecommunication has the characteristics of being anywhere, anytime and always online. As the growth of the Internet advertisements market slows down, there is a substantial increase in mobile advertisements. This research investigates the effectiveness of the presentation (static text and graphics, static text and graphics with audio, and animation) of mobile advertisements on the recognition of advertisements. The two types of websites for mobile advertisements – entertainment information and location-based information – are also compared. An experiment was carried out to test the proposed hypotheses. The results show that the effects of static banners with audio mobile advertisement, and animation mobile advertisement were better than static banners in advertisement recognition and memorisation. The participants of websites providing location-based information had higher advertisement attitude and purchase intention than their web-based counterparts providing entertainment information.     

A study of presentations of mobile web banners for location-based information and entertainment information websites

Compared to the Internet, mobile telecommunication has the characteristics of being anywhere, anytime and always online. As the growth of the Internet advertisements market slows down, there is a substantial increase in mobile advertisements. This research investigates the effectiveness of the presentation (static text and graphics, static text and graphics with audio, and animation) of mobile advertisements on the recognition of advertisements. The two types of websites for mobile advertisements - entertainment information and location-based information - are also compared. An experiment was carried out to test the proposed hypotheses. The results show that the effects of static banners with audio mobile advertisement, and animation mobile advertisement were better than static banners in advertisement recognition and memorisation. The participants of websites providing location-based information had higher advertisement attitude and purchase intention than their web-based counterparts providing entertainment information.     

Appropriateness of communications media use in organizations: situation requirements and media characteristics

The purpose of this paper is to examine media use in organizations as affected by situation requirements and media characteristics. This paper discusses the strength of four existing models describing communications media use in individuals and organizations. The paper also presents research which evaluated interactions of multiple situation variables affecting communications media appropriateness in a survey population. Participants rated die acceptability of each of twelve communications media in each of eight hypothetical organizational situations. Situations varied based on high or low levels of three factors: message urgency, amount of message content, and distance between communicators. Results indicated (1) situations have unique and significant contributions to media appropriateness; (2) appropriateness of media usage depends on the match between situation requirements and media characteristics, and (3) situation effects are more salient in some 'situation-dependent' media. Another survey of 1072 voice mail users confirmed die validity and reliability of these results.     

基于用户行为分析的广告欺诈点击检测

在网络广告业中出现的欺诈点击行为,使得搜索引擎企业以及广告主的利益受到了严重损害,致使点击付费模式遭到质疑,欺诈点击已经成为阻碍网络广告业健康发展的一大顽疾。针对网络广告业发展所面临的此种困境,提出一种基于用户行为分析的广告欺诈点击检测技术。首先创建用户行为数据仓库,然后运用贝叶斯分类方法对用户行为数据进行点击合法等级预测,最后结合博弈控制机制对用户点击有效性进行最终判断。     

基于流言模型的电子商务服务广告转发机制

SophiNode模型在P2P系统的基础上实现了分布式电子商务的应用。文章研究了其中的服务广告转发问题。为了提高服务发现的速度、完整性并降低系统开销,通过对现实生活中流言的散布过程的研究,提出了服务广告转发机制中的两个关键技术:转发概率和转发权值。转发概率与广告的广泛程度成反比,因此稀有的广告可以被迅速传播,而大众化的广告将被忽略。转发权值决定了广告将被转发的邻居节点数。通过仿真实验,验证了基于流言散布模型的服务广告转发机制的有效性,同时能够明显提高服务发现的效率而保持稳定的系统开销,而且还能够在有效时间内发现更多的服务。     

Perception of Interactivity: Affects of Four Key Variables in Mobile Advertising

There are indications that interactivity could benefit the effectiveness of mobile advertisements. But there are few guidelines on how to design interactive mobile advertisements. This study investigated the influences of various design features of mobile advertisements on perceived interactivity and the relationship between perceived interactivity and attitude toward mobile advertisements. An experiment consisting of 2 sessions was conducted to test 5 proposed hypotheses with 40 participants. Results showed that the number of user control options and the customizability of advertisements have significant influences on users' perception of interactivity. The more options a message advertisement provides, the more interactive the participants perceive the advertisement; a customizable game advertisement is perceived as more interactive than an uncustomizable game advertisement. But no significant effects of presenting instructional information of mobile Web advertisements and including humorous elements were found. Finally, perceived interactivity was found a strong predictor of attitude toward mobile advertisement.     

Social Media Advertising through Private Messages and Public Feeds: A Congruency Effect between Communication Channels and Advertising Appeals

This paper investigates the effectiveness of agentic and communal advertising appeals delivered through two IT-enabled communication channels (private messages and public feeds) on social media. Drawing on the prior literature, we propose a congruency effect of advertising appeals and channels on advertisement effectiveness. The results of three experiments show that agentic appeals delivered through public feeds generate favorable advertisement attitudes, and the effect is mediated by consumer self-efficacy perception. Communal appeals delivered through private messages engender positive advertisement attitudes, and the effect is mediated by consumer social self-efficacy perception. The findings provide implications to firms in social media advertising strategies.     

Predicting user click behaviour in search engine advertisements

According to the specific requirements and interests of users, search engines select and display advertisements that match user needs and have higher probability of attracting users’ attention based on their previous search history. New objects such as user, advertisement or query cause a deterioration of precision in targeted advertising due to their lack of history. This article surveys this challenge. In the case of new objects, we first extract similar observed objects to the new object and then we use their history as the history of new object. Similarity between objects is measured based on correlation, which is a relation between user and advertisement when the advertisement is displayed to the user. This method is used for all objects, so it has helped us to accurately select relevant advertisements for users’ queries. In our proposed model, we assume that similar users behave in a similar manner. We find that users with few queries are similar to new users. We will show that correlation between users and advertisements’ keywords is high. Thus, users who pay attention to advertisements’ keywords, click similar advertisements. In addition, users who pay attention to specific brand names might have similar behaviours too.     

A target advertisement system based on TV viewer’s profile reasoning

The traditional broadcasting services such as terrestrial, satellite and cable broadcasting have been unidirectional mass media regardless of TV viewer’s preferences. Recently rich media streaming has become possible via the broadband networks. Furthermore, since bidirectional communication is possible, personalcasting such as personalized streaming service has been emerging by taking into account the user’s preference on content genres, viewing times and actors/actresses etc. Accordingly personal media becomes an important means for content provision service in addition to the traditional broadcasting service as mass media. In this paper, we introduce a user profile reasoning method for TV viewers. The user profile reasoning is made in terms of genre preference and TV viewing times for TV viewer’s groups in different genders and ages. For user profiling reasoning, the TV viewing history data is used to train the proposed user profiling reasoning algorithm which allows for target advertisement for different age/gender groups. To show the effectiveness of our proposed user profile reasoning method, we present plenty of the experimental results by using real TV usage history.     

Ontological analysis of web surf history to maximize the click-through probability of web advertisements

Due to an enormous influx of capital over the past decade, the online advertising industry has become extremely robust and competitive. The difference between success and failure in such a competitive market often rests in the ability to deliver advertisements that are closely in line with a user's interests. In this work, we propose and test a new online advertisement targeting technique which adapts and utilizes several powerful and well tested information retrieval and lexical techniques to develop an estimate of a user's affinity for particular products and services based on an analysis of a user's web surfing behavior. This new online ad targeting technique performs extremely well in our empirical tests.     

好创意从何而来?——从熟悉的事物中找到新奇的广告创意

广告创意是一种非常复杂的心智运动,是一种从无向到有向、从无形到有形、从无序到有序的思维过程,是激活潜意识,孕育和产生灵感的过程,它能将人们熟悉的基本材料以陌生的方式进行新的组合,构成特定意境,使消费者置身其中,对广告内涵产生认同与共鸣,从而留下较深的影响。当然,创意更是广告的灵魂,是赋予广告以"精神和生命"的活动。本文将以不同系列的平面广告为例,分析其广告创意的规律。     

Influence identification of opinion leaders in social networks: an agent-based simulation on competing advertisements

In social networks, factors that influence the spread of information are essential for companies to comprehend. This study uses the opinion dynamic theory to investigate the influence of multiple advertisement opinion leaders in social networks. We construct an integrated bounded confidence model to simulate the evolution of followers’ opinions under two advertisement opinion leaders. Through experimental simulation, we found that the weight of influence on advertisements has a dual effect on the evolution of followers’ opinions, and the probability that information is transmitted by opinion leaders has a significant impact on the evolution of collective opinions. The results show that, for competitive products, companies should properly understand the propaganda power of product advertisements and improve the probability of information being successfully transmitted by opinion leaders.