Online Display Advertising Markets
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Online Advertising
Online advertising From Wikipedia, the free encyclopedia Jump to: navigation, search This article may require cleanup to meet Wikipedia's quality standards. Please improve this article if you can. (July 2007) Electronic commerce Online goods and services Streaming media Electronic books Software Retail product sales Online shopping Online used car shopping Online pharmacy Retail services Online banking Online food ordering Online flower delivery Online DVD rental Marketplace services Online trading community Online auction business model Online wallet Online advertising Price comparison service E-procurement This box: view • talk • edit Online advertising is a form of advertising that uses the Internet and World Wide Web in order to deliver marketing messages and attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, advertising networks and e-mail marketing, including e-mail spam. A major result of online advertising is information and content that is not limited by geography or time. The emerging area of interactive advertising presents fresh challenges for advertisers who have hitherto adopted an interruptive strategy. Online video directories for brands are a good example of interactive advertising. These directories complement television advertising and allow the viewer to view the commercials of a number of brands. If the advertiser has opted for a response feature, the viewer may then choose to visit the brand’s website, or interact with the advertiser through other touch points such as email, chat or phone. Response to brand communication is instantaneous, and conversion to business is very high. This is because in contrast to conventional forms of interruptive advertising, the viewer has actually chosen to see the commercial. -
Online Banner Advertising: a Study of Consumer Responses to Various Factors
Arts and Design Studies www.iiste.org ISSN 2224-6061 (Paper) ISSN 2225-059X (Online) Vol 1, 2011 Online Banner Advertising: A study of Consumer Responses to Various Factors Zia-ul-haq Assistant Professor, Department of Management & Commerce, Maulana Azad National Urdu University Hyderabad India.500032. email : [email protected] Abstract This study explores the role of the celebrity endorsement in consumer attitude formation and behavioral intention on the Web. The purpose of this paper is to identify how the various factors and interactivity influence attitude toward the target ads and click-through intention. The findings indicate that the celebrity factor of the online advertising possibly play not only the role of leverage as causal effect when consumers form their attitude toward the banner advertising, but also that theses factors indirectly influence click- through intention. Key words: online banner, attitude, celebrity, animation 1. Introduction With the development of the digital devices and computer software, various formats of advertising have been introduced in advertisements. This trend includes traditional TV commercials as well as online advertising. For example, 3D animation in which is combined with dazzling these techniques (e.g., animation, animation message and text information, etc.), is dominant in Online advertising, with these techniques still developing. While complex these tools are said to confuse consumers in their understanding of the originally intended communication messages, it is empirically proven that those heuristic elements evoke positive consumer attitudes and behaviors in the Online advertising environment. Interactive settings in banner advertisements are another these appeal to the online advertising. Interactivity could be an effective tool for the online advertising because the Online makes two-way communication possible. -
CTR Prediction for Contextual Advertising: Learning-To-Rank Approach
CTR Prediction for Contextual Advertising: Learning-to-Rank Approach Yukihiro Tagami Shingo Ono Koji Yamamoto Yahoo Japan Corporation Yahoo Japan Corporation Yahoo Japan Corporation Tokyo, Japan Tokyo, Japan Tokyo, Japan [email protected] [email protected] koyamamo@yahoo- corp.jp Koji Tsukamoto Akira Tajima Yahoo Japan Corporation Yahoo Japan Corporation Tokyo, Japan Tokyo, Japan [email protected] [email protected] ABSTRACT if a user clicks their advertisements and visits the adver- Contextual advertising is a textual advertising displayed tiser’s site. To maximize revenue by choosing some ads from within the content of a generic web page. Predicting the candidates and ranking them to display, an advertising sys- probability that users will click on ads plays a crucial role in tem needs to predict the expected revenue for each ad. The contextual advertising because it influences ranking, filter- expected revenue from displaying each ad is a function of ing, placement, and pricing of ads. In this paper, we intro- both bid price and click-through rate (CTR). Bid price is duce a click-through rate prediction algorithm based on the the cost that the advertiser agrees to pay per click, so the learning-to-rank approach. Focusing on the fact that some advertising system already knows this. On the other hand, of the past click data are noisy and ads are ranked as lists, CTR for each ad can vary significantly in accordance with we build a ranking model by using partial click logs and then many factors such as the web page and user, so the system a regression model on it. -
Self-Regulatory Principles for Online Behavioral Advertising (FTC)
FTC Staff Report: Self-Regulatory Principles For Online Behavioral Advertising Behavioral Advertising Tracking, Targeting, & Technology February 2009 TABLE OF CONTENTS EXECUTIVE SUMMARY....................................................... i I. INTRODUCTION........................................................1 II. BACKGROUND.........................................................2 A. What Is Online Behavioral Advertising?.. 2 B. The FTC’s Examination of Online Behavioral Advertising. 4 1. Online Profiling Workshop.....................................6 2. Tech-ade Hearings and the Ehavioral Advertising Town Hall. 8 C. Staff’s Proposed Self-Regulatory Principles. 1 1 D. Recent Initiatives to Address Privacy Concerns. 1 2 III. SUMMARY OF THE COMMENTS RECEIVED AND STAFF’S ANALYSIS.. 1 8 A. The Principles’ Scope. .............................................2 0 1. Applicability to Non-PII. .....................................2 0 2. Applicability to “First Party” Online Behavioral Advertising. 2 6 3. Applicability to Contextual Advertising. 2 9 B. Transparency and Consumer Control...................................3 0 1. Choice for Non-PII...........................................3 1 2. Providing Effective Notice and Choice. 3 3 C. Reasonable Security and Limited Data Retention for Consumer Data. 3 7 D. Affirmative Express Consent for Material Retroactive Changes to Privacy Promises.........................................................3 9 E. Affirmative Express Consent to (or Prohibition Against) Use of Sensitive Data ............................................................4 -
Contextual In-Image Advertising
Contextual In-Image Advertising Tao Mei, Xian-Sheng Hua, Shipeng Li Microsoft Research Asia 5F Sigma Center, 49 Zhichun Road, Beijing 100190, P. R. China {tmei, xshua, spli}@microsoft.com ABSTRACT so called Web 2.0 wave) have led to the countless private The community-contributed media contents over the Inter- image collections on local computing devices such as per- net have become one of the primary sources for online adver- sonal computers, cell phones, and personal digital assistants tising. However, conventional ad-networks such as Google (PDAs), as well as the huge yet increasing public image col- AdSense treat image and video advertising as general text lections on the Internet. Compared with text and video, advertising without considering the inherent characteristics image has some unique advantages: it is more attractive of visual contents. In this work, we propose an innovative than plain text, and it has been found to be more salient contextual advertising system driven by images, which auto- than text [9], thus it can grab users’ attention instantly; it matically associates relevant ads with an image rather than carries more information that can be comprehended more the entire text in a Web page and seamlessly inserts the quickly, just like an old saying, a picture is worth thousands ads in the nonintrusive areas within each individual image. of words; and it can be shown to the users faster than video. The proposed system, called ImageSense, represents the first As a result, image has become one of the most pervasive me- attempt towards contextual in-image advertising. The rele- dia formats on the Internet [13]. -
Proving Marketing ROI: a Digital Marketing Framework
Bowling Green State University ScholarWorks@BGSU Master of Arts in Media and Communication Plan II Graduate Projects School of Media and Communication Summer 7-7-2017 Proving Marketing ROI: A Digital Marketing Framework Andrew Wiltsie Bowling Green State University, [email protected] Follow this and additional works at: https://scholarworks.bgsu.edu/ms_smc Part of the Advertising and Promotion Management Commons, Marketing Commons, Public Relations and Advertising Commons, and the Social Media Commons Recommended Citation Wiltsie, Andrew, "Proving Marketing ROI: A Digital Marketing Framework" (2017). Master of Arts in Media and Communication Plan II Graduate Projects. 2. https://scholarworks.bgsu.edu/ms_smc/2 This Plan II Graduate Project is brought to you for free and open access by the School of Media and Communication at ScholarWorks@BGSU. It has been accepted for inclusion in Master of Arts in Media and Communication Plan II Graduate Projects by an authorized administrator of ScholarWorks@BGSU. June 30, 2017 Proving Marketing ROI: A Digital Marketing Framework Andrew Wiltsie A master’s project submitted to the faculty of Bowling Green State University in partial fulfillment of the requirements for the degree of Master of Arts in Media and Communication with a Specialization in Strategic Communication Dr. Claudia Y. Owens, D.M. Date Approved: June 30, 2017 PROVING MARKETING ROI: A DIGITAL MARKETING FRAMEWORK ii Executive Summary The era of digital marketing has arrived full steam ahead, and there appears to be no end in sight. While the old-fashioned, proven methods of traditional marketing (such as television, radio, and print) still hold their place in shopper marketing today, the rapid evolution of technology caused by the Internet has led to a correspondingly rapid shift from traditional marketing to digital marketing channels. -
Structural Holes and Banner-Ad Click-Throughs
Technology and Investment, 2013, 4, 30-44 http://dx.doi.org/10.4236/ti.2013.41005 Published Online February 2013 (http://www.scirp.org/journal/ti) Structural Holes and Banner-Ad Click-Throughs Starling David Hunter III1*, Ravi Chinta2 1Tepper School of Business, Carnegie Mellon University, Pittsburgh, USA 2Williams College of Business, Xavier University, Cincinnati, USA Email: *[email protected], [email protected] Received September 12, 2012; revised October 17, 2012; accepted October 25, 2012 ABSTRACT This paper examines the impact of social capital on advertising performance in an online social network. Specifically, we show that a widely-employed measure of social capital—network constraint—explains variation in the number of click-throughs received by 5986 banner advertisements appearing on 25 Twitter-related websites. As predicted, banner advertisements receive significantly more clicks when placed on websites that bridge structural holes, i.e. bridge other- wise disconnected segments of the network. Keywords: Online Advertising; Social Network Analysis; Social Capital; Social Networking; Twitter, Social Media; Banner Advertisements; Click-Through 1. Introduction ing?” The idea of taking money to run traditional banner ads Successful advertising models for online social networks on Twitter.com has always been low on our list of in- are proving elusive [1]. Last year Google co-founder Ser- teresting ways to generate revenue. However, facilitating gey Brin expressed some disappointment with the pace connections between businesses and individuals in and performance of his firm’s social network advertising meaningful and relevant ways is compelling. We’re go- efforts. ing to leave the door open for exploration in this area. -
Best Practices of Mobile Marketing
Best Practices of Mobile Marketing With the advent of iPhone, Android phones, and tablets, marketing into their existing marketing strategy; some are adoption of the mobile is contagious, and will continue still in the initial stage of using mobile marketing while in the coming years as well. The market penetration of others understand the urgency of making the most of this smartphones is getting more and more deeper, with the SmartPhone environment and place top priority in it.. number of smartphone subscribers growing 3 times over the If you are naïve in mobile marketing, you need to better last two years ago. Simply, the mobile usage is on the rise, prepare yourself against the upfront challenges such as your and nobody can ignore it. customers’ changing behavior while online on their mobile In the smartphone landscape, Apple’s iOS and Google’s devices. This paper outlines effective marketing practices to Android OS have dominated the market, and not just the U.S. help you embrace mobile domain tightly. market, but also the global market. Truly, it is a new world out there where consumers are connected around the clock. Mobile users are doing more than just calling . .such as emailing, social connecting, and purchasing items from their mobile devices at record speed.. In fact reports from Google and Gartner suggest that on average consumers who browse on smartphones while in the store buy more. Now, what does it really mean for businesses? Of course, it means there should be a greater focus on mobile advertising and businesses should consider aggressively promoting their services or products on those mobile platforms to make the most of the mobile wave. -
The Digital Marketer's Pocketbook
The Digital Marketer’s Pocketbook How to effectively use data for digital advertising Table of Contents I Introduction 3 1 The Challenge and Opportunity with Data 4 2 The 3 Data Pillars for Effective Digital Advertising 6 3 Deploying the 3 Pillars: A Checklist 11 4 The 2019/20 Trends and Themes in Data 18 5 Data Decoded: The Acronym and Jargon Buster 21 Digital Marketer’s Pocketbook 2 Introduction Using data to reveal your advertising potential The world of digital advertising is equal parts exciting and complicated. With a deluge of data, technology constantly evolving, and a whole slew of acronyms to master, it can be a full-time job staying up to speed and, more importantly, deciding how to effectively apply the best strategy. This guide is designed to provide you with the intel you need to build a solid data-driven digital strategy. No matter where you sit in the landscape, whether you’re ... A CMO who is on the hook for reimagining the customer journey A Digital Strategist who wants to know how to use data more effectively and look smarter in their day-to-day An Advertising Manager who needs more ideas for execution Or just someone who needs to know more about data-driven digital advertising ... we aim to cover the bases so you can focus on what’s important: better business outcomes. Because we all have hidden potential ready to be unlocked. Digital Marketer’s Pocketbook 3 1 CHAPTER ONE The Challenge and Opportunity with Data I N S I G HT Did you know that only 2% of brands1 are making the most of data-driven marketing? But companies who implement data-driven strategies are 6X more likely2 to be profitable year-over-year (YOY). -
28 Buscadores Libro.Indb
notes fromebcenter The Converging Search Engine and Advertising Industries Av. Pearson, 21 08034 Barcelona Tel.: 93 253 42 00 Fax: 93 253 43 43 www.ebcenter.org Top Ten Technologies Project The Converging Search Engine and Advertising Industries Authors: Prof. Brian Subirana, Information Systems, IESE Business School David Wright, research Assistant, e-business Center Pwc&IESE Editors: Larisa Tatge and Cristina Puig www.ebcenter.org This dossier is part of the Top Ten Technologies Project. For more information please visit http://www.ebcenter.org/topten You can an also find other projects at http://www.ebcenter.org/proyectos e-business Center PwC&IESE edits a newsletter every fifteen days, available at www.ebcenter.org © 2007. e-business Center PricewaterhouseCoopers & IESE. All rights reserved. notes fromebcenter The Converging Search Engine and Advertising Industries Authors: Prof. Brian Subirana, Information Systems, IESE Business School David Wright, Research assistant, e-business Center Pwc&IESE notes fromebcenter Table of Contents Executive Summary ..5 Introduction ..7 1. Technology Description ..9 1.1. History of Text-Based Search Engines ..9 1.2. Description of Applications ..9 1.3. Substitute Products ..11 2. Description of the Firms ..13 2.1. Search Engines and Their Technology ..14 2.2. Competitive Forces ..17 2.3. Consumer Preferences in Search ..22 2.4. New Search Technologies ..23 2.5. Search-Engine Optimization ..25 3. Affected Sectors ..27 3.1. Advertising ..27 3.2. Search-Engine Advertising ..28 3.3. How Search Advertising Works ..32 3.4. Digital Intermediaries ..38 3.5. Original Equipment Manufacturers (OEMs) ..39 3.6. Software and Applications Providers ..39 3.7. -
Web Banner Advertising Agreement This Will Serve As the Contract Between American Probation and Parole Association (APPA Or Publisher) and the Advertiser (Client)
Web Banner Advertising Agreement This will serve as the contract between American Probation and Parole Association (APPA or Publisher) and the Advertiser (Client). The Publisher agrees to display banners on the www.appa-net.org website home page for the time frame and frequency indicated on the Order Form. Client agrees to provide the Publisher with electronic files of banner artwork according to the specifications described below. Client will be invoiced upon placement of the advertisement on APPA's website. Payment is due upon receipt of invoice. Accounts not paid within 30 days will have future scheduled advertisements canceled until full amount is received. APPA reserves the right to reject questionable or objectionable advertising. APPA does not guarantee any given level of hits, views or impressions of ads placed on the website. Client assumes liability for the contents of all advertisements and agree to indemnify the Publisher against any damages and related expenses (including attorneys fees) arising out of such publication. The Publisher shall have no liability for failure to execute accepted advertising orders because of governmental restrictions, acts of God, accidents, fires, internet outages or any other cause beyond Publisher's control affecting production or distribution. Publisher shall have no liability for damages if, for any reason, APPA fails to publish an advertisement. Publisher will not be bound by any conditions on contracts, orders or instructions when such conditions conflict with Publisher's policies. The terms and conditions contained in this Agreement supersede all prior oral or written understandings between the parties and constitute the entire agreement between them concerning the subject matter of this Agreement and shall not be contradicted, explained or supplemented by any course of dealing between Publisher or any of its affiliates and Agent or any of its affiliates. -
How 5G Will Transform the Business of Media and Entertainment
HOW 5G WILL TRANSFORM THE BUSINESS OF MEDIA & ENTERTAINMENT OCTOBER 2018 SUMMARY The global media industry stands to gain $765bn in cumulative revenues from FIGURE 1: TOTAL GLOBAL MEDIA REVENUES DELIVERED OVER WIRELESS NETWORKS, 3G/4G VS 5G, 2016–2028 ($BN) new services and applications enabled by 5G ($260bn in the US and $167bn 450 in China). Thanks to the new network capabilities brought by 5G, annual mobile media revenues will double in the next 10 years to $420bn in 2028 ($124bn 400 in the US). The transformative impact of 5G will go well beyond just enhanced 350 5G REVENE PLIT mobile media. It will disrupt the industry on many levels, with new business WORTH $765BN models and new immersive interactive experiences to capitalize on. Video, 300 gaming, music, advertising, AR, and VR will all see fundamental changes due to 5G, bringing content and audiences closer. Ultimately, we expect 5G to help bring 250 a new, tactile dimension to entertainment. 200 MEDIA REVENUES ($BN) 150 This study was conducted by Ovum, leveraging in-depth media markets expertise from a large team of analysts and industry contacts in media and telecoms. The forecast followed a rigorous 100 methodology process whereby each 5G use case was put against its own media market context such as market dynamics and business models, and was tested on consumers via a survey. The 50 revenue projections and resulting analysis focus solely on consumer services, although there is also a strong opportunity for 5G in media for enterprises. 0 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028 ○ 3G/4G ○ 5G SOURCE: OVUM How 5G will transform the business of media & entertainment 02 Key findings • 5G will transform media business models.