Optimal advertising campaign generation for multiple brands using MOGA

The paper proposes a new modified multiobjective genetic algorithm (MOGA) for the problem of optimal television (TV) advertising campaign generation for multiple brands. This NP-hard combinatorial optimization problem with numerous constraints is one of the key issues for an advertising agency when producing the optimal TV mediaplan. The classical approach to the solution of this problem is the greedy heuristic, which relies on the strength of the preceding commercial breaks when selecting the next break to add to the campaign. While the greedy heuristic is capable of generating only a group of solutions that are closely related in the objective space, the proposed modified MOGA produces a Pareto-optimal set of chromosomes that: 1) outperform the greedy heuristic and 2) let the mediaplanner choose from a variety of uniformly distributed tradeoff solutions. To achieve these results, the special problem-specific solution encoding, genetic operators, and original local optimization routine were developed for the algorithm. These techniques allow the algorithm to manipulate with only feasible individuals, thus, significantly improving its performance that is complicated by the problem constraints. The efficiency of the developed optimization method is verified using the real data sets from the Canadian advertising industry

Exploring the Lower Third: The Use, Innovations, and Future of Snipes in the U.S. Television Industry.

Digital video recorders have given a growing number of viewers the ability to skip television commercials. In an effort to combat ad-skipping, television providers and advertisers are looking at ways to embed advertising into the video content; one way this can be accomplished is with graphic overlays known as snipes. Little is known about how content providers use snipes and what research they have conducted. This study is qualitative and uses long telephone interviews with 8 respondents from various cable television network and broadcast affiliate stations; examining the characteristics of innovation, as found in Rogers\u27s (1995) diffussion of innovation theory. One discovery is that some cable networks are taking measures to ensure that snipes do not appear during emotional moments in the narrative. The study is the first piece of academic research dedicated to understanding how snipes are used and stands as a foundation for future research on the subject

Internet media planning : an optimization model

Of the various media vehicles available for advertising, the internet is the latest and the most rapidly growing, emerging as the ideal medium to promote products and services in the global market. In this article, the authors propose an internet media planning model whose main objective is to help advertisers determine the return they obtain from spending on internet advertising. Using available data such as internet page view and advertising performance data, the model contributes to attempts not only to optimize the internet advertising schedule but also to fix the right price for internet advertisements on the basis of the characteristics of the exposure distribution of sites. The authors test the model with data provided by KoreanClick, a Korean market research company that specializes in internet audience measurement. The optimal durations for the subject sites provide some useful insights. The findings contrast with current web media planning practices, and the authors demonstrate the potential savings that could be achieved if their approach were applied.media planning; optimization; advertising repeat exposure; probability distribution; internet

Entropy-Based Dynamic Ad Placement Algorithms for In-Video Advertising

With the evolution of the Internet and the increasing number of users over last years, online advertising has become one of the pillars models that sustains many of the Internet businesses. In this dissertation, we review the history of online advertising, will be made, as well as the state-of-the-art of the major scientific contributions in online advertising,in particularly in respect to in-video advertising. In in-video advertising, one of the major issues is to identify the best places for insertion of ads. In the literature, this problem is addressed in different ways. Some methods are designed for a specific genres of video, e.g., football or tennis, while others are independent of genre, trying to identify the meaningful video scenes (a set of continuous and related frames) where ads will be displayed. However, the vast majority of online videos in the Internet are not long enough to identify large scenes. So, in this dissertation we will address a new solution for advertisement insertion in online videos, a solution that can be utilized independently of the duration and genre of the video in question. When developing a solution for in-video advertising, a major challenge rests on the intrusiveness that the ad inserted will take upon the viewer. The intrusiveness is related to the place and timing used by the advertising to be inserted. For these reasons, the algorithm has to take in consideration the "where", "when" and "how" the advertisement should be inserted in the video, so that it is possible to reduce the intrusiveness of the ads to the viewer. In short, in addition to besides being independent of duration and genre, the proposed method for ad placement in video was developed taking in consideration the ad intrusiveness to the user.Com a evolução da Internet e o número crescente de utilizadores ao longo destes últimos anos, a publicidade on-line tornou-se um dos modelos base que tem sustentado muitos negócios na Internet. Da mesma forma, vídeos on-line constituem uma parte significativa do tráfego na Internet. É por isso possível entender desta forma, o potencial que ferramentas que possão explorar eficientemente ambas estas áreas possuem no mercado. Nesta dissertação será feita uma revisão da história da publicidade online, mas também será apresentado ao leitor uma revisão sobre o estado da arte das principais contribuições científicas para a publicidade on-line, em especial para a publicidade em video. Na publicidade em vídeo, uma das principais preocupações é identificar os melhores locais para a inserir os anúncios. Na literatura, este problema é abordado de diferentes maneiras, alguns criaram métodos para gêneros específicos de vídeo, por exemplo, futebol ou ténis, outros métodos são independentes do gênero, mas tentam identificar as cenas de vídeo (um conjunto contínuo de frames relacionadas) e apenas exibir anúncios neles. No entanto, a grande maioria dos vídeos on-line na Internet não são suficiente longos para serem identificadas cenas suficientemente longas para inserir os anúncios. Assim, nesta dissertação iremos abordar uma nova solução para a inserção de anúnicios em vídeos, uma solução que pode ser utilizada de forma independente da duração e gênero do vídeo em questão. Ao desenvolver uma solução para inserir anúncos em vídeos a grande preocupação recai sobre a intromissão que o anúncio inserido poderá ter sobre o utilizador. A intrusão está relacionada com o local e tempo utilizado pela publicidade quando é inserida. Por estas razões, o algoritmo tem que levar em consideração "onde", "quando" e "como" o anúncio deve ser inserido no vídeo, de modo que seja possível reduzir a intromissão dos anúncios para o utilizador. Em suma, para além de ser independente da duração e gênero do vídeo, o método proposto será também desenvolvido tendo em consideração a intromissáo do anúncio para o utilizador. Por fim, o método proposto será testado e comparado com outros métodos, de modo a que seja possivel perceber as suas capacidades

Online Advertising Assignment Problems Considering Realistic Constraints

학위논문 (박사) -- 서울대학교 대학원 : 공과대학 산업공학과, 2020. 8. 문일경.With a drastic increase in online communities, many companies have been paying attention to online advertising. The main advantages of online advertising are traceability, cost-effectiveness, reachability, and interactivity. The benefits facilitate the continuous popularity of online advertising. For Internet-based companies, a well-constructed online advertisement assignment increases their revenue. Hence, the managers need to develop their decision-making processes for assigning online advertisements on their website so that their revenue is maximized. In this dissertation, we consider online advertising assignment problems considering realistic constraints. There are three types of online advertising assignment problems: (i) Display ads problem in adversarial order, (ii) Display ads problem in probabilistic order, and (iii) Online banner advertisement scheduling for advertising effectiveness. Unlike previous assignment problems, the problems are pragmatic approaches that reflect realistic constraints and advertising effectiveness. Moreover, the algorithms the dissertation designs offer important insights into the online advertisement assignment problem. We give a brief explanation of the fundamental methodologies to solve the online advertising assignment problems in Chapter 1. At the end of this chapter, the contributions and outline of the dissertation are also presented. In Chapter 2, we propose the display ads problem in adversarial order. Deterministic algorithms with worst-case guarantees are designed, and the competitive ratios of them are presented. Upper bounds for the problem are also proved. We investigate the display ads problem in probabilistic order in Chapter 3. This chapter presents stochastic online algorithms with scenario-based stochastic programming and Benders decomposition for two probabilistic order models. In Chapter 4, an online banner advertisement scheduling model for advertising effectiveness is designed. We also present the solution methodologies used to obtain valid lower and upper bounds of the model efficiently. Chapter 5 offers conclusions and suggestion for future studies. The approaches to solving the problems are meaningful in both academic and industrial areas. We validate these approaches can solve the problems efficiently and effectively by conducting computational experiments. The models and solution methodologies are expected to be convenient and beneficial when managers at Internet-based companies place online advertisements on their websites.온라인 커뮤니티의 급격한 성장에 따라, 많은 회사들이 온라인 광고에 관심을 기울이고 있다. 온라인 광고의 장점으로는 추적 가능성, 비용 효과성, 도달 가능성, 상호작용성 등이 있다. 온라인에 기반을 두는 회사들은 잘 짜여진 온라인 광고 할당결정에 관심을 두고 있고, 이는 광고 수익과 연관될 수 있다. 따라서 온라인 광고 관리자는 수익을 극대화 할 수 있는 온라인 광고 할당 의사 결정 프로세스를 개발하여야 한다. 본 논문에서는 현실적인 제약을 고려한 온라인 광고 할당 문제들을 제안한다. 본 논문에서 다루는 문제는 (1) adversarial 순서로 진행하는 디스플레이 애드문제, (2) probabilistic 순서로 진행하는 디스플레이 애드문제 그리고 (3) 광고효과를 위한 온라인 배너 광고 일정계획이다. 이전에 제안되었던 광고 할당 문제들과 달리, 본 논문에서 제안한 문제들은 현실적인 제약과 광고효과를 반영하는 실용적인 접근 방식이다. 또한 제안하는 알고리즘은 온라인 광고 할당 문제의 운영관리에 대한 통찰력을 제공한다. 1장에서는 온라인 광고 할당 문제에 대한 문제해결 방법론에 대해 간단히 소개한다. 더불어 연구의 기여와 개요도 제공된다. 2장에서는 adversarial 순서로 진행하는 디스플레이 애드문제를 제안한다. worst-case를 보장하는 결정론적 알고리즘을 설계하고, 이들의 competitive ratio를 증명한다. 더불어 문제의 상한도 입증된다. 3장에서는 probabilistic 순서로 진행하는 디스플레이 애드문제를 제안한다. 시나리오 기반의 확률론적 온라인 알고리즘과 Benders 분해방법을 혼합한 추계 온라인 알고리즘을 제시한다. 4장에서는 광고효과를 위한 온라인 배너 광고 일정계획을 설계한다. 또한, 모델의 유효한 상한과 하한을 효율적으로 얻는 데 사용되는 문제해결 방법론을 제안한다. 5장에서는 본 논문의 결론과 향후 연구를 위한 방향을 제공한다. 본 논문에서 제안하는 문제해결 방법론은 학술 및 산업 분야 모두 의미가 있다. 수치 실험을 통해 문제해결 접근 방식이 문제를 효율적이고 효과적으로 해결할 수 있음을 보인다. 이는 온라인 광고 관리자가 본 논문에서 제안하는 문제와 문제해결 방법론을 통해 온라인 광고 할당관련 의사결정을 진행하는 데 있어 도움이 될 것으로 기대한다.Chapter 1 Introduction 1 1.1 Display Ads Problem 3 1.1.1 Online Algorithm 4 1.2 Online Banner Advertisement Scheduling Problem 5 1.3 Research Motivations and Contributions 6 1.4 Outline of the Dissertation 9 Chapter 2 Online Advertising Assignment Problem in Adversarial Order 12 2.1 Problem Description and Literature Review 12 2.2 Display Ads Problem in Adversarial Order 15 2.3 Deterministic Algorithms for Adversarial Order 17 2.4 Upper Bounds of Deterministic Algorithms for Adversarial Order 22 2.5 Summary 28 Chapter 3 Online Advertising Assignment Problem in Probabilistic Order 30 3.1 Problem Description and Literature Review 30 3.2 Display Ads Problem in Probabilistic Order 33 3.3 Stochastic Online Algorithms for Probabilistic Order 34 3.3.1 Two-Stage Stochastic Programming 35 3.3.2 Known IID model 37 3.3.3 Random permutation model 41 3.3.4 Stochastic approach using primal-dual algorithm 45 3.4 Computational Experiments 48 3.4.1 Results for known IID model 55 3.4.2 Results for random permutation model 57 3.4.3 Managerial insights for Algorithm 3.1 59 3.5 Summary 60 Chapter 4 Online Banner Advertisement Scheduling for Advertising Effectiveness 61 4.1 Problem Description and Literature Review 61 4.2 Mathematical Model 68 4.2.1 Objective function 68 4.2.2 Notations and formulation 72 4.3 Solution Methodologies 74 4.3.1 Heuristic approach to finding valid lower and upper bounds 75 4.3.2 Hybrid tabu search 79 4.4 Computational Experiments 80 4.4.1 Results for problems with small data sets 82 4.4.2 Results for problems with large data sets 84 4.4.3 Results for problems with standard data 86 4.4.4 Managerial insights for the results 90 4.5 Summary 92 Chapter 5 Conclusions and Future Research 93 Appendices 97 A Initial Sequence of the Hybrid Tabu Search 98 B Procedure of the Hybrid Tabu Search 99 C Small Example of the Hybrid Tabu Search 101 D Linearization Technique of Bilinear Form in R2 104 Bibliography 106Docto

Portraits of Freedom Opening Reception and Art Exhibition Grant Report for Humanities Texas

The Office of Research and Sponsored Programs, on behalf of the East Texas Research Center (ETRC), Ralph W. Steen Library, Stephen F. Austin State University (SFA), was awarded a Humanities Texas mini-grant to provide programming for the opening reception of the Portraits of Freedom art exhibition, June 11, 2015. A $1,000 grant from Humanities Texas paid the honoraria for two guest speakers, Dr. Douglas Chambers from the University of Southern Mississippi and Dr. Daina Berry from the University of Texas at Austin. Dr. Chambers spoke about runaway slaves in the Atlantic World and Dr. Berry about Juneteenth and the Civil War in Texas. Eighty-three people attended the opening reception and survey results showed a very positive response to the evening. Portraits of Freedom is a juried student art exhibition featuring runaway slaves from newspaper advertisements compiled by the Texas Runaway Slave Project (TRSP). The exhibition features drawings, lithographs, paintings, and screen prints created by art students at SFA, Texas Christian University (TCU) and Lamar University (Lamar). Interpretative panels contextualize the art. The exhibit opened June 13th for the 26th annual Texas Blueberry Festival and closed September 25th. The exhibition had 605 visitors

Critical analysis of advertising and strategic media planning in FMCG Sector in India

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