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Статті в журналах з теми "Digital advertising traffic"
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Mehanović, Dželila, and Nermina Durmić. "Case Study Application of Business Intelligence in Digital Advertising." International Journal of E-Business Research 18, no. 1 (January 2022): 1–16. http://dx.doi.org/10.4018/ijebr.293294.
Повний текст джерелаАнотація:
This paper demonstrates the application of business intelligence in decision-making in digital advertising through a case study. Data used for analysis was collected during a test phase of an advertising platform. The study analyzes multiple types of traffic, related to countries, browsers, household incomes, and days of a week. Beside tabular reports, the paper presents how to visualize those results using Python libraries to make them more visually appealing. Furthermore, logistic regression was used to build models to detect relationships between the number of impressions and clicks. Finally, the authors propose multiple combinations of data that could be used to create different reports that lead to smarter decision-making and cost-effectiveness.
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Almahmoud, Sawsan, Bassam Hammo, Bashar Al-Shboul, and Nadim Obeid. "A hybrid approach for identifying non-human traffic in online digital advertising." Multimedia Tools and Applications 81, no. 2 (October 11, 2021): 1685–718. http://dx.doi.org/10.1007/s11042-021-11533-4.
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ZABURMEKHA, Yevgena, O. HAIDUK, and Artem MYKHAILOV. "DIGITAL-MARKETING TOOLS IN AGRICULTURAL ENTERPRISES." Herald of Khmelnytskyi National University 302, no. 1 (January 2022): 82–87. http://dx.doi.org/10.31891/2307-5740-2022-302-1-14.
Повний текст джерелаАнотація:
Traditionally, most people are accustomed to consider the most effective way of advertising: advertising in print media and television, underestimating Internet advertising. Today it is becoming increasingly important to change views on product promotion on the Internet. Most small, medium and large business owners looking for options to promote goods or services turn to digital marketing tools. The Internet has made and continues to have a significant impact on the formation and development of the global information society. With the development of the Internet, approaches to business management and communication policy are changing as one of its components. The number of audiences on the Internet already exceeds a significant number of traditional media, so when forming a communication strategy, it is necessary to assess: whether Internet users are part of the target audience, how easy it is to reach it via the Internet. The theoretical aspects of the features and current trends in the development of the digital marketing system are examined in the robot. Analytical follow-up of the activity of Ltd “Biosad” was carried out. Approved methods and methods of molding and pushing products under the support of digital marketing tools. Intensive development of electronic communications is a powerful tool for selling goods and services, as well as a means of active economic and technological improvement, development of Internet sites and defines the face of the modern domestic Internet. The Internet audience is significant and is characterized by the ability to attract the attention of the target audience. A test advertising campaign was conducted on the social network Facebook, after which a decision was made to retarget. As the advertising traffic was conducted through the account, the audience of those who interacted with the company’s account during the last month was gathered.
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Tomczuk, Piotr, and Anna Wytrykowska. "Digital billboards dynamic luminance measurements." MATEC Web of Conferences 231 (2018): 04013. http://dx.doi.org/10.1051/matecconf/201823104013.
Повний текст джерелаАнотація:
In the opinion of the drivers, digital billboards and telebims are a potential threat to road traffic. Multimedia content with dynamically changing luminance level over time is often presented on emission media. The problem was highlighted when trying to regulate the requirements for dynamic media in law. The Ministry of Infrastructure and Development is in the process of drafting regulations aimed at limiting the emission parameters of light commercials used in the road environment. The limitation is to apply to the maximum luminance parameters emitted during the daylight and night, with the limitation to the built-up area and outside the built-up area. It is also proposed to limit the switching time of the image sequence and its luminance level. In the article have been describe the test procedure with presented sample measurement results. The object of research was medium-size advertising, where the illuminating surface was made with the use of semiconductor LED light sources. Obtained results undoubtedly indicate that there is a problem with measuring the parameters of advertising luminance with dynamically changing content.
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Suciu, Marta Christina, Christian Năsulea, and Diana Florentina Năsulea. "The Long-Term Effectiveness of Advertising Driven Sales for E-Commerce SMEs." Proceedings of the International Conference on Business Excellence 13, no. 1 (May 1, 2019): 1180–91. http://dx.doi.org/10.2478/picbe-2019-0104.
Повний текст джерелаАнотація:
Abstract The digital transformation allowed for new business models to emerge. As e-commerce seems to be the future of retail, an increased number of entrepreneurs are trying to better leverage advertising in a way that leads to a sustainable business model on medium to long-term. Retail enterprises are spending huge amounts of money on search engine and social media paid advertising in order to make their products visible and thus, become more profitable. However, the academic literature suggests contradictory findings on the effectiveness of paid advertising. While it seems that for already established companies like e-Bay, shutting off paid campaigns doesn’t proportionally decrease the website’s traffic, for other large companies with more competitors the findings show the opposite, meaning that most of the traffic goes down when paid-campaigns are shut off. The aim of our paper is to assess the impact of paid campaigns on the long-term revenues of small and medium enterprises activating in e-commerce. Is investing in paid advertising at the beginning enough to build a business model that can sustain itself or does less advertising translate directly in less sales? We conduct a study for a number of Romanian e-commerce businesses in order to determine the effectiveness of paid advertising and its impact on the long-term revenue stream. Our findings contribute to the existing research through valuable data on small and medium size enterprises and can help business managers make more informed decisions when it comes to their paid advertising budget and strategy.
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Barland, Jens. "Innovation of New Revenue Streams in Digital Media." Nordicom Review 34, s1 (March 13, 2020): 99–111. http://dx.doi.org/10.2478/nor-2013-0107.
Повний текст джерелаАнотація:
AbstractRecent digital transformations of the media landscape have altered media economics. Media outlets are experiencing a decline in newspaper circulation and are struggling to develop new revenue streams within digital media. Newspaper publishers are accustomed to a two-sided revenue model geared towards readers and advertisers. In digital publishing, such two-sided revenue models must be further developed. This article describes a model in which journalistic content functions as an engine for digital traffic, and how that market position is used to promote other commercial digital services. Unlike earlier advertising models, the media company itself has become both the advertiser and the owner of the promoted services. This article’s contribution is a description of how new revenue streams are being developed around digital journalistic products. A case study of the Schibsted Media Group, including examples from the media outlets VG (Norway) and Aftonbladet (Sweden), is used here as the empirical source.
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Zhang, Xun, Guangchi Ma, Li Jiang, Xiaohu Zhang, Ying Liu, Yuxue Wang, and Conghui Zhao. "Analysis of Spatial Characteristics of Digital Signage in Beijing with Multi-Source Data." ISPRS International Journal of Geo-Information 8, no. 5 (May 6, 2019): 207. http://dx.doi.org/10.3390/ijgi8050207.
Повний текст джерелаАнотація:
Digital signage is an important medium for urban outdoor advertising. Understanding the spatial distribution characteristics and factors that influence the site of digital signage are conducive to the efficient, standardized, and sustainable development of digital signage. The outdoor commercial digital signage within the Sixth Ring Road in Beijing is taken as the research object, and social network check-ins, housing prices, traffic network centrality and the mount of commercial facilities are considered factors that influence digital signage. The spatial distribution characteristics of digital signage are studied by using point pattern analysis methods. Moreover, we use three spatial clustering algorithms to study the hierarchical spatial characteristics of digital signage and test the effectiveness of the results. In addition, the factors that influence the distribution of digital signage are analyzed by Spearman correlation analysis. The results indicate that (1) the digital signage in Beijing generally presents a relatively concentrated distribution with centrality and forms an obvious gathering area and the agglomeration centers are mainly concentrated in the core parts of the central business district (CBD). (2) Digital signage is categorized into three groups, the traffic-oriented, the population-oriented, and the market-oriented. In addition, the spatial distribution of digital signage is consistent with the historical urban development of Beijing. (3) The social network check-ins with dynamic population characteristics had the highest correlation with the operation cost of digital signage. The spatial characteristics of digital signage evaluated in this study can effectively enhance the sustainable management of digital signage and provide a reference for research of the sustainable allocation of digital signage resources.
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Vinnik, Alina Evgenievna. "Outdoor advertising market in conditions of pandemic." Vestnik of Astrakhan State Technical University. Series: Economics 2021, no. 2 (June 30, 2021): 98–107. http://dx.doi.org/10.24143/2073-5537-2021-2-98-107.
Повний текст джерелаАнотація:
The article presents the results of studying the global and Russian advertising market dynamics, in particular, the outdoor advertising market in a pandemic. The crisis triggered by the COVID-19 pandemic has affected almost all advertising markets. The most stable markets were considered in the USA and China. The media segments of the advertising market in Russia in the period of 2010 - 2020 have been analyzed; advertising on the Internet is recognized as a leading segment, in second and third places are television advertising and UN advertising, respectively. Global ad spend across all media is 4.2% lower in 2020. Outdoor, TV, radio and print advertising revenues amounted to $ 233 billion. The outdoor advertising market was among the first to be negatively affected by the pandemic: the decrease in car and pedestrian traffic led to changes in marketing budgets, a less number of advertisers and high cost of outdoor advertising. Starting from the second half of 2020, the market began to recover, which in the near future will entail an increase in brand spending on outdoor advertising. The relevance of programmatic sales in modern conditions has been proved. The costs of programmatic purchases of digital inventory in outdoor advertising in the USA are illustrated, the slow introduction of programmatic purchases in the UN-company of Russia is noted. The results of a neuromarketing study conducted in 2020 among residents of Belgorod, confirming the problem of low visibility of outdoor advertising, are presented. The main directions of further development of the outdoor advertising market are outlined: short-term planning, reduction of terms and volumes of advertising placement; digitalization of inventory; consolidation of outdoor advertising operators; development of programmatic sales in the regions, etc.
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Gostenina, V. I., K. S. Karandin, and S. L. Melnikov. "Digital Communication: a technology of trust marketing." Communicology 9, no. 3 (September 29, 2021): 74–87. http://dx.doi.org/10.21453/2311-3065-2021-9-3-74-87.
Повний текст джерелаАнотація:
The paper represents the review of marketing management tools and technologies online: the concept of trust funnel, web-traffic temperature, digital marketing tools. The relevance of the work is determined by the following factors: first, globalization and digital revolution have irreversibly changed the trajectory of the marketing technology development path. Mass advertising has smoothly lost its influence, and companies began to focus more on the customer. The emergence of new digital media has led to new concept – digital marketing. Second, many organizations are using a combination of traditional and digital marketing channels; however, digital marketing is becoming more prominent as it allows for more precise tracking of resources and funds in relation to other traditional marketing channels. In conclusion, the authors highlight common elements in defining the concept of digital marketing: its connection with technological progress and the use of the Internet, leading us to social media. In the new digital age, the main function of marketing is to be in constant contact with users, customers, the community and other companies, provides relevant news and content that convey unique experiences, communicate with people, giving them the opportunity to interact with the company or brand.
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Lehkyy, Oleh, and Oleksandra Martsinkovska. "NATIVE ADVERTISING AS A PRIORITY WAY OF CONTENT STRATEGY MANAGEMENT." Regional’ni aspekti rozvitku produktivnih sil Ukraїni, no. 24 (2019): 53–62. http://dx.doi.org/10.35774/rarrpsu2019.24.053.
Повний текст джерелаАнотація:
The following article outlines the current state of the management of communication channels usage on the Internet, especially the PPC (Pay Per Click) model of it; nowadays this process is characterized by the prevalence of the consumer value of messages, which occurs in the context of content marketing; in its turn, it is highlighted how content marketing initiatives compete with more traditional means (contextual and display advertising); modern principles and requirements of the content strategy of the company, based primarily on Google’s assessments recommendations and quality experience of the website visitor, are systematized, and they include the profile and authority of the author, specifications regarding video on web-pages, “Your Money Your Life” criteria (which focuses on goods and services that may influence many state or health of the consumer or visitor of the web-page), author’s reputation, and the criterion E-A-T (Expertise, Credibility, Reliability); the essence of native advertising as a new hybrid digital marketing tool that combines the consumer usefulness of the material and the commercial component of the advertisement module to achieve tactical (generating inbound traffic, increasing campaign reach) and strategic goals (applying the image and, in part, reminiscent marketing functions of this tool) are identified; the basic factors of success of native advertising in modern conditions of competition of information portals and content projects in social networks are highlighted; the method of calculation of the native advertising performance is suggested which includes several indicators to calculate the returns on the specific native advertising; tendencies of development of native advertising and ways of determining its effectiveness are outlined.
Дисертації з теми "Digital advertising traffic"
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Логін, Вадим Вікторович. "Моделі для прогнозування характеристик трафіка цифрової реклами". Master's thesis, Київ, 2018. https://ela.kpi.ua/handle/123456789/23748.
Повний текст джерелаАнотація:
Магістерська дисертація: 112 с., 48 рис., 40 табл., 3 додатки і 30 джерел.
Об’єкт дослідження – трафік цифрової реклами у формі статистичних даних.
Предмет дослідження – моделі та методи аналізу даних у формі часових рядів, методи прикладної статистики.
Мета роботи – побудова моделей часових рядів для прогнозування найважливіших характеристик трафіка цифрової реклами.
Методи дослідження – моделі часових рядів для прогнозування даних та порівняльний аналіз отриманих моделей.
У даній роботі наведені результати побудови моделей часових рядів, що призначені для прогнозування найважливіших характеристик трафіка цифрової реклами. Описані результати порівняльного аналізу отриманих моделей за допомогою інформаційних критеріїв, а також з точки зору їхньої точності. Встановлено, що для нашої задачі, найкращою моделлю є модель ARIMAX (Autoregressive integrated moving-average model with exogenous inputs), тобто модель авторегресії та ковзного середнього з екзогенними змінними. Тому для подальших досліджень рекомендовано використовувати саме цю модель.
За матеріалами магістерської дисертації були написані тези, а також написана наукова стаття. Тези будуть опубліковані в збірці тез доповідей конференції САІТ-2018. А наукова стаття буде опублікована в електронній збірці доповідей у видавництві CEUR.
Прогнозні припущення щодо подальшого розвитку об’єкта дослідження – побудова нових, а також вдосконалення існуючих моделей часових рядів для прогнозування найважливіших характеристик цифрової реклами. А також узагальнення дослідження, що проводилось у даній роботі, на аналіз окремих сайтів із рекламного трафіку.Models for forecasting parameters of digital advertising traffic. Master's thesis: 112 p., 48 fig., 40 tabl., 3 appendixes and 30 sources. The object of study – digital advertising traffic in the form of statistical data. Subject of research – models and methods of analysis of data in the form of time series, methods of applied statistics. Purpose – constructing time series models for forecasting the most important characteristics of digital advertising traffic. Methods of research – time series models for forecasting data and comparative analysis of the obtained models. This paper presents the results of construction of time series models, which are intended for forecasting of the most important characteristics of digital advertising traffic. Described the results of the comparative analysis of the obtained models with the help of information criteria, and also in terms of their accuracy. Was found that for our task, the best model is the ARIMAX model (Autoregressive integrated moving-average model with exogenous inputs). Therefore, it is recommended to use this model for further research. Based on master's dissertation were written theses as well as a scientific article. The theses will be published in the SAIT-2018 conference Book of Abstracts. The scientific article will be published in the electronic collection of reports at the CEUR publishing house (CEUR Workshop Proceedings). The further development of the research object – is the construction of new ones, as well as the improvement of existing time series models for forecasting the most important characteristics of digital advertising traffic. And also – it is a generalization of the research, conducted in this paper, on the analysis of individual sites from the digital advertising traffic.
Частини книг з теми "Digital advertising traffic"
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Azoev, G. L., and D. A. Khokhlov. "Site Base Conversion and Impact of Advertising Traffic Source on Conversion Rate." In Proceedings of the International Scientific Conference “Smart Nations: Global Trends In The Digital Economy”, 285–96. Cham: Springer International Publishing, 2022. http://dx.doi.org/10.1007/978-3-030-94873-3_35.
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Moura, Rita, and Beatriz Casais. "Search Engine Marketing to Attract International Digital Traffic." In Advances in Business Strategy and Competitive Advantage, 74–102. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-7998-2963-8.ch004.
Повний текст джерелаАнотація:
This chapter discusses search engine marketing (SEM) techniques that companies should implement in order to stimulate digital traffic. Those techniques include the attraction of organic traffic by search engine optimization (SEO) as well as search engine advertising (SEA). The authors used SEM techniques to a specific case of a company with the purpose of attracting international traffic and develop external marketing. The research discusses the effectiveness of SEM techniques in the case developed through an experimental method. New insights emerged from the experiment and are presented with contributions for international managers who want to de develop international digital traffic.
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Shukla, Parag, Parimal Hariom Vyas, and Hiral Shastri. "Investigating the Mechanics of Affiliate Marketing Through Digital Content Marketing." In Driving Traffic and Customer Activity Through Affiliate Marketing, 113–28. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-2656-8.ch008.
Повний текст джерелаАнотація:
The domain of online marketing and internet advertising is going through radical changes. In context to Indian online market, according to Internet and Mobile Association of India (IAMAI), the digital commerce market has seen a growth by 33% reaching to a figure of 62,967 Crore in the year 2015 which is predicted to touch $50 to $70 Billion by the year 2020 owing to the increasing popularity of online shopping and increase in internet penetration. Affiliate marketing is referred as performance marketing and associate marketing (IAMAI Research Report, 2014). Affiliate marketing is a type of online marketing technique where an affiliate/promotes a business through an advertisement on their web site and in return that business rewards the affiliate with commission each time a visitor, customer generates sales. The objective is to analyze by conceptualizing the mechanics of affiliate marketing through judicious and optimum use of digital content marketing by e-tailers so as to engage customers and create boundless business opportunities for growth, expansion and profitability.
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Dowd, Cate. "The impacts of integrated media systems and social media in news." In Digital Journalism, Drones, and Automation, 13–31. Oxford University Press, 2020. http://dx.doi.org/10.1093/oso/9780190655860.003.0002.
Повний текст джерелаАнотація:
Integrated media systems are not only content management systems for production and publishing of online news, they are also hubs for mobile connectivity to remote servers and conduits for search and social media, but verification and analytics have also spawned data jobs intersecting with journalism. These layers of technological convergence across social media and media systems are like tunnels to data sharing on cloud servers. The latter has also presented opportunities for intermediary agencies, like Storyful, owned by Murdoch, to access big data and the potential of linked data via social media. The potential of cloud servers, mixed with social media, has also spawned new roles for news verification and roles in online trends, as well as cloud engineering jobs. Big data has indeed inspired new data sharing partnerships to boost online traffic and advertising through data insights. The result is more analytics that impact on the focus in journalism.
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Singh, Tejinderpal, and Prateek Kalia. "MSME Owner/Manager Perceptions Towards the Adoption of E-Marketing Activities in India." In Advances in Wireless Technologies and Telecommunication, 43–59. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-3045-0.ch003.
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This chapter covers the MSMEs (micro, small, and medium enterprise) owners/managers' perceptions towards the adoption of e-marketing with respect to its importance and effectiveness for business success, implementation, barriers, future use, expenditure, and general awareness about the government e-marketing initiatives. Data was collected from 253 MSMEs located in states of Punjab, Haryana, and Himachal Pradesh in India. The authors observed that MSMEs perceive e-marketing as an important element in the success of their businesses. They feel that display advertising, social media marketing, and mobile marketing add more effectiveness to their business. They perceive that display advertising is effective for brand awareness, search engine marketing for lead generation, affiliate marketing for customer acquisition and increasing ROI, mobile marketing for better CRM, and search engine optimisation for generating web traffic. MSMEs indicated an increase in future expenditure on digital marketing activities. However, a large section of MSMEs were unaware of the government's e-marketing initiatives.
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Guo, Huaqun, Daqing Zhang, Lek-Heng Ngoh, Song Zheng, and Wai-Choong Wong. "Context-Aware Service Discovery in Ubiquitous Computing." In Human Computer Interaction, 1087–95. IGI Global, 2009. http://dx.doi.org/10.4018/978-1-87828-991-9.ch069.
Повний текст джерелаАнотація:
The decreasing cost of networking technology and network-enabled devices is driving the large scale deployment of such networks and devices so as to offer many new and innovative services to users in ubiquitous computing. For example, when you carry your mobile laptop or personal digital assistant (PDA) around, or drive on the road, various services have been made available, ranging from finding a local printer to print a file, to instantaneously knowing about the traffic situation from traffic-cameras and other sensors along a highway. To achieve the above, every participating network- enabled end-device must solve an interesting technical problem, i.e., to locate a particular network service or device out of hundreds of thousands of accessible services and devices. Such service advertising and discovery is important as mobile devices and mobile wireless devices proliferate on networks. For this reason, a service discovery and advertising protocol is an important tool to help these devices find services on the network wherever they connect, and to let other network users know about the services they are offering. Context-aware service discovery, on the other hand, would help users to find services that are most appropriate based on fast-changing client conditions, such as location. For example, most laptops are statically configured to print to dedicated office printers. With the help of the context-awareness, a laptop could find the nearest accessible printer attached to the network that the laptop is currently plugged into.
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Hurson, Ali R., and Xing Gao. "Location-Based Services." In Electronic Services, 759–66. IGI Global, 2010. http://dx.doi.org/10.4018/978-1-61520-967-5.ch046.
Повний текст джерелаАнотація:
The past decade has seen advances in wireless network technologies and an explosive growth in the diversity of portable computing devices such as laptop computers, handheld personal computers, personal digital assistants (PDAs), and smart phones with Internet access. Wireless networking technologies and portable devices enable users to access information in an “anytime, anywhere” fashion. For example, a mobile user (MU) on the highway may query local weather, traffic information, nearby gas stations, next rest areas, or restaurants within 10 miles. Such new demands introduce a new type of services, location-based services (LBS), where certain location constraints (e.g., the user’s current location) are used in the service provision. The idea of queries with location constraints is originally introduced by Imielinski and Badrinath (1992), in which mobile users are likely to query information relating to their current positions, leading to the need for LBS. Such services are also termed as location dependent information services (LDIS) in Lee, Lee, Xu, and Zheng (2002). LBS system is the context sensitive systems in a mobile computing environment that consider the user’s location as a significant and dynamic factor affecting the information and services delivered to the users. The major LBS applications include: • Destination guides with maps, driving directions, and real time prompt • Location-based traffic and weather alerts • Wireless advertising and electronic coupons to nearby mobile devices • Movie, theatre and restaurant location and booking • Store locating applications helping users to find the desired services • Telematics-based roadside assistance (e.g., OnStar from General Motors) • Personal content and messaging (Live Chat with friends) • Mobile Yellow Pages provide local information • Information Services (News, Stocks, Sports) • E911: (Wireless carriers provide wireless callers’ numbers and locations.) Generally, LBS services can be classified into three general categories: telematics LBS, Internet LBS, and wireless LBS (Telc). Telematics LBS is the integration of wireless communications, vehicle monitoring systems, and location devices. Telematics LBS applications include automated vehicle location, fleet tracking, online navigation, and emergency assistance. For example, a trucking company can track all their fleet, proactively warn about traffic ahead, and estimate the arrival time. Commercial LBS providers are beginning to offer important management applications that help direct vehicle fleets and ensure optimal usage of key assets. Telematics LBS is a multibillion dollar service industry and is currently the largest segment of the LBS market (Telc). Internet LBS provide Internet users the services relevant to their specified locations. Because they use a user-specified location instead of the user’s current location, no positioning technology is required. For example, one can find turn-by-turn driving direction from one location to another and search for tour information about the destination. These services are targeting applications with stationary users, relatively powerful computers, and reliable network connections. As a result, Internet LBS support sophisticated services, such as local business searching and comparison, trip planning, online virtual tours, and so forth. Wireless LBS deliver location relevant content to cell phones, PDAs, and other wireless devices. Equipped with automated positioning technologies, MUs can query local weather, nearby traffic information, and local businesses close to them. For example, a user can search neighboring post office or coffer shop from the PDA. The wireless LBS market is currently in a nascent stage, but it will potentially become the largest segment of the LBS market. The deployment of third generation (3G) mobile network, which support handsets that are both mobile and location sensitive, will lead to more wireless LBS subscribers and more useful LBS applications.