用数字看网络广告

本文在分析现有网络广告研究的基础上,尝试进行网络广告的数字研究。在收集实际调研数据的基础上,对网络广告现阶段的一些现象和特征进行数字化,并采用横向、纵向的类比法对这些现象和特征进行定量分析研究。笔者在选定的时间内,选择国内具有代表性的网站,每天于固定时段抓取这些站点中固定页面上的横幅广告和弹出式广告,共抽取样本二百余条,分别对这些广告的行业分类,技术分类,品牌标志的使用情况、人物、产品图片和文案的使用情况,互动功能的使用情况等进行分类统计,并在此分类统计的基础上进行分析研究。     

基于Jalangi的广告代码调用路径追踪

随着互联网的迅猛发展,网络广告成为互联网最重要的商业模式之一.网络广告在促进互联网发展的同时,也带来了用户信息泄露、影响用户网页浏览体验等负面问题.为了对网络广告进行系统的研究,需要获取广告生成过程中完整的调用路径.由于加载到页面中的JavaScript文件量大、函数调用路径链路长、路径中的JavaScript代码经过了一定的压缩和混淆,因此很难通过静态方法获取网络广告调用路径.分析了动态广告生成的过程,对相关代码进行动态插桩,利用函数参数实现广告调用信息的传递,并记录下每个iframe内部的调用信息,通过匹配与合并多个iframe的信息,生成了完整的广告调用路径并确定了广告插入的操作方式.针对21个真实网站进行了实验,结果表明：该方法能够在不太影响性能的前提下,获取到静态方法无法获取到的广告动态加载过程信息并生成广告代码调用路径.     

基于特征工程的广告点击转化率预测模型

在大数据环境下,随着全球网络广告传播行业的快速发展,网络广告的计算也越来越受到人们的高度关注。计算广告旨在将广告投放到特定的受众人群,以广告环境和用户特征为基础进行数据分析计算,从候选广告库中选择出最佳匹配的广告。其核心问题是通过网络广告点击转化率预测的计算,将用户点击可能性最高的广告选择出来。广告点击转化率的精确预测与媒体、广告主和用户3方的利益密切相关。该研究基于TrackMaster平台提供的真实广告数据,以特征工程的视角,分别从用户信息特征、广告信息特征、上下文特征和统计特征4个角度进行特征分析,从而挖掘出对广告点击转化率影响较大的重要特征,构建广告点击转化率预测分层模型并训练,并且结合LightGBM算法模型得出广告点击转化率的重要特征排序。实验结果表明当特征选择阈值,特征选择数目为19,树的颗数为100时的受试者工作特征曲线下的面积（Area under receiver operating characteristic curve, AUC）值最大,模型的对数损失函数值约为0.136 8,此时模型具有最优的效果。预测模型和特征排序结果有助于企业制定最优的广告投放策略。     

基于用户特征分类的精准广告投放研究

互联网的普及和电子商务的飞速发展,网络广告成为一种新的经营方式。然而网络广告形式多样,目前现有的广告投放系统缺乏针对性,使得网络广告精确度不高,不能达到预期的目的。因此,分析用户行为进行精准广告投放成为一种必要。该文采用神经网络技术,对用户行为特征库提炼用户最重要的行为和最关注的内容点,从而对用户进行智能分类,以此作为向用户推荐广告的依据,达到精准投放的目的。     

基于聚类分析的微博广告发布者识别

微博空间存在大量的广告内容,这些信息严重影响着普通用户的用户体验和相关的研究工作。现有研究多使用支持向量机（SVM）或随机森林等分类算法对广告微博进行处理,然而分类方法中人工标注大数据量训练集存在困难,因此提出基于聚类分析的微博广告发布者识别方法：对于用户维度,针对微博广告发布者通过发布大量普通微博来稀释其广告内容的现象,提出核心微博的概念,通过提取核心微博主题及其对应的微博序列,计算用户特征和对应微博的文本特征,并使用聚类算法对特征进行聚类,从而识别微博广告发布者。实验结果显示,所提方法准确率为92%,召回率为97%,F值为95%,证明所提方法在广告内容被人为稀释的情况下能准确地识别微博广告发布者,可以为微博垃圾信息识别、清理等工作提供理论支持和实用方法。     

搜索引擎广告用户行为预测与特征分析

介绍了搜索引擎广告系统的基本运作模式。通过对广告四元组的特征提取、特征值平滑等操作, 将广告记录解析成为训练数据, 并将数据分为训练集和测试集, 使用支持向量机算法并利用训练集训练出的模型将测试集分类, 从而预测出用户的行为。通过对特征的分析, 得出对用户行为预测准确率影响最大的特征是点击率。实验证明, 在使用该模型中所有特征的情况下, 分类的准确率能够达到83. 17%。     

信息时代网络广告的设计形式

网络广告是活跃在新媒体上的重要的商业手段和艺术表现形式。本文重点介绍了网络页面广告的设计形式,并阐述了由网页广告延伸出的电子邮件广告、软件内置广告、视频广告的设计方法。最后,文章前瞻性的介绍了移动互联网中的网络广告设计形式。     

网络广告形式及利弊分析

网络广告是一种新兴的广告形式,它的表现形式多种多样。本文介绍了网络广告在表现手法、信息传递方式和广告位置三方面的具体形式,分析了以网络为载体的网络广告所具有的优势,同时也分析目前网络广告存在一些缺陷。     

网络虚拟展示广告的视觉设计研究

在以虚拟现实技术为基础的平台上,网络广告找到了虚拟和现实结合的道路,人们可以在网络上随意了解各地的产品信息,感受产品、体验产品,进而做出消费决策。网络虚拟展示广告是网络广告较前沿的分支,也是未来网络广告的发展趋势。作为视觉传达的一种新的表现形式,网络虚拟展示广告发展迅猛,并带动视觉传达向新的高度攀登。笔者研究分析了网络广告和虚拟展示的特点,研究了网络虚拟展示广告视觉传达设计的诸多设计要素,总结出网络虚拟展示广告中视觉传达设计的特点和规律。     

一种基于因子图的搜索广告转化预测模型

基于转化的广告方式在应用和研究中逐渐得到重视,采用该方式的搜索广告在广告排序时需要对候选广告的转化概率进行预测,以提高广告的转化率,优化搜索引擎的广告收益。该文在对搜索广告中影响转化的各特征进行提取与分析的基础上,提出了描述广告、查询、用户三个因素与转化事件关系的概率因子图模型,并基于该模型对广告转化进行预测。最后我们使用从某商业搜索引擎采集的实际数据对预测模型进行评价并与朴素贝叶斯方法进行对比,实验结果表明,三类因素对转化具有不同程度的影响,我们提出的因子图模型可以较好地预测广告的转化。     

Effect of Celebrity Endorsements on Consumer Purchase Intentions: Advertising Effect and Advertising Appeal as Mediators

Advertising has become the most efficient way for companies to transmit product information to consumers. Words and images are often used to display the product and thus attract the attention of consumers. Of all types of endorsement, celebrity endorsement is the marketing method most frequently used by entrepreneurs. Entrepreneurs use celebrity endorsement to increase consumer purchasing motivation. Not only can celebrity endorsements attract consumers to purchase products, but the appeal of statements by celebrities can also affect consumer product image. Different appeal methods result in different advertising effects. This study used the case of advertising spokespersons for cell phones with general consumers as subjects. A total of 202 valid samples obtained through the questionnaire survey and used partial least squares regression analysis. The results showed that celebrity endorsements, advertising appeal, and advertising effect significantly and positively affect consumer purchase intentions. Moreover, advertising appeal and advertising effect exert a partial mediating effect on the relationship between celebrity endorsement and purchase intention. © 2012 Wiley Periodicals, Inc.     

L-Shape advertising for mobile video streaming services: Less intrusive while still effective

Advertising is significant in video streaming services on mobile devices, as well as in other e-business services. Advertisement providers pay part or the entire service cost; hence, users enjoy services at a low price or free of charge. However, users perceive advertisements as clutter and avoid them. To reduce advertising avoidance and enhance advertising efficiency, various methods, such as raising advertising relevance, seeking advertisement permission, or changing advertisement position, are suggested. This study introduces L-Shape advertising, a new strategy suitable for mobile video streaming services, as it is less distractive and effective. We demonstrate the superiority of L-Shape advertising compared to popular advertising formats such as skippable and non-skippable advertisements. The study empirically tests how the proposed strategy performs and examines users’ cognitive processes applying eye-tracking technology. We found that L-Shape advertising is less distractive but still effective.     

Evaluating the influence of YouTube advertising for attraction of young customers

Nowadays, we have been faced with an increasing number of people who are spending tremendous amounts of time all around the world on YouTube. To date, the factors that persuade customers to accept YouTube advertising as an advertising medium are not yet fully understood. The present paper identified four dimensions towards YouTube advertising (i.e., entertainment, Informativeness, Customization and irritation) which may be affected on advertising value as well as brand awareness, and accordingly on purchase intention of consumers. The conceptual model hypothesizes that ad value strategies are positively associated with brand awareness, which in turn influence perceived usefulness of You Tube and continued purchase behavior. For this study, data were collected from students studying at the Sapienza University of Rome. In total, 315 usable questionnaires were chosen in order to analysis of data for the variables. The results show that entertainment, informativeness and customization are the strongest positive drivers, while irritation is negatively related to YouTube advertising. On the other hand, advertising value through YouTube affects both brand awareness and purchase intention of consumers accordingly.     

Why smartphone advertising attracts customers: A model of Web advertising,flow, and personalization

Thirty-five percent of US adults own a smartphone and more than seventy-three percent of the population in South Korea owns a smartphone in the first quarter of 2013. The number of people that use a smartphone has radically increased. Smartphone users always maintain connectivity, and frequent and swift communication with others. As the mobile advertising market is drastically expanded, advertisers and companies should be more attentive to effective smartphone advertising. This study suggests a comprehensive advertising model that combines a Web advertising model, personalization and flow theory in understanding the antecedents of purchase intention and influence processes in the context of smartphone advertisements. The results show that personalization has a positive association with informativeness, credibility, and entertainment of the advertising message while having a negative association with irritation. Purchase intention is increased by advertising value and flow experience. Advertising value has a positive relationship with credibility, entertainment, and incentives. Flow experience is positively associated with credibility, entertainment, incentives. Irritation negatively affects flow experience but advertising value. This study theoretically contributes to the application of the smartphone advertising model and practically contributes influential factors for effective advertising to marketers and advertisers.     

基于OLAP的网络广告投放分析系统的设计与实现*

随着Internet的普及,网络广告以其独特的优势成为企业参与市场经济竞争的重要手段。如何分析广告的市场与受众,从而有针对性地投放广告,是现代企业信息化管理的必然选择。以OLAP体系结构为基础,设计并实现了一个网络广告投放分析系统,详细介绍了其设计思想和体系结构,并对系统的各部分功能进行了分析,还就一些具体的实际问题提出了解决方案。     

Using space windowing for a preliminary analysis of complex time data in human component system studies. Examples with eye-tracking in advertising and car/head movements in driving

Empirical studies of human systems often involve recording multidimensional signals because the system components may require physical measurements (e.g., temperature, pressure, body movements and/or movements in the environment) and physiological measurements (e.g., electromyography or electrocardiography). Analysis of such data becomes complex if both the multifactor aspect and the multivariate aspect are retained. Three examples are used to illustrate the role of fuzzy space windowing and the large number of data analysis paths. The first example is a classic simulated data set found in the literature, which we use to compare several data analysis paths generated with principal component analysis and multiple correspondence analysis with crisp and fuzzy windowing. The second example involves eye-tracking data based on advertising, with a focus on the case of one category variable, but with the possibility of several space windowing models and time entities. The third example concerns car and head movement data from a driving vigilance study, with a focus on the case involving several quantitative variables. The notions of analysis path multiplicity and information are discussed both from a general perspective and in terms of our two real examples.     

Advertising an event

The paper considers a problem of how to minimize advertising costs to sell seats for a particular event, for instance, a sports game, a rock concert or a ballet performance. We take into consideration a word-of-mouth effect, which means that people buying a ticket tell their friends about it, so that advertising is unnecessary to inform those people.The problem is one of optimal control and the number of seats sold and the advertising effort of the organizers are the state and control variables, respectively. We show that, besides being dependent on the cost and revenue parameters, the optimal advertising policy is also affected by the length of the planning period and the relation between the number of seats and the total number of potential attendees.     

经营文化的启示——内蒙古广告业生存现状分析

既然依托地域特色资源,营销民族文化元素能给产业带来巨大发展空间和品牌效应,那么在当今社会普遍的消费经济正由初级的功能消费逐渐转向功能加文化消费的时期,熟悉本土文化,了解市场的文化消费心理将是内蒙古广告业服务于本土企业的最大法宝和优势所在。通过与文化传播相结合,走经营文化之路,是一个解决现阶段内蒙古广告业面临问题的一个极具优势和排他性的方法。