Targeted interest-driven advertising in cities using Twitter

Targeted advertising is a key characteristic of online as well as traditional-media marketing. However it is very limited in outdoor advertising, that is, performing campaigns by means of billboards in public places. The reason is the lack of information about the interests of the particular passersby, except at very imprecise and aggregate demographic or traffic estimates. In this work we propose a methodology for performing targeted outdoor advertising by leveraging the use of social media. In particular, we use the Twitter social network to gather information about users’ degree of interest in given advertising categories and about the common routes that they follow, characterizing in this way each zone in a given city. Then we use our characterization for recommending physical locations for advertising. Given an advertisement category, we estimate the most promising areas to be selected for the placement of an ad that can maximize its targeted effectiveness. We show that our approach is able to select advertising locations better with respect to a baseline reflecting a current ad-placement policy. To the best of our knowledge this is the first work on offline advertising in urban areas making use of (publicly available) data from social networks

Getting Local: How Nonprofit News Ventures Seek Sustainability

Examines eight nonprofit news ventures' mission, audience, reach, and social impact; revenue generation and diversification; and organizational adaptability, innovation, and resource allocation as critical elements of long-term sustainability

Continuous Representation of Location for Geolocation and Lexical Dialectology using Mixture Density Networks

We propose a method for embedding two-dimensional locations in a continuous vector space using a neural network-based model incorporating mixtures of Gaussian distributions, presenting two model variants for text-based geolocation and lexical dialectology. Evaluated over Twitter data, the proposed model outperforms conventional regression-based geolocation and provides a better estimate of uncertainty. We also show the effectiveness of the representation for predicting words from location in lexical dialectology, and evaluate it using the DARE dataset.Comment: Conference on Empirical Methods in Natural Language Processing (EMNLP 2017) September 2017, Copenhagen, Denmar

The Usage of Personal Data as Content in Integrated Marketing Communications

Personal user data has proven extremely valuable for firms in the digital age. The wealth of data available to firms has provided unprecedented access into the world of the consumer. Companies hoping to capitalize on their user's data have turned to several interesting outlets. This research addresses the repurposing of user data as content in marketing. By analyzing four cases of data presented as marketing communications across two companies, this research provides new insights into the public release of private user data for marketing purposes. Four cases of personal data used in marketing communications were chosen specifically for their time proximity, characteristics of the sending firms, and their disparate outcomes. These instances of marketing communications, two by Spotify and two by Netflix, were released during November and December of 2017 and each resulted in a diverse range of public opinion. An analysis of these cases was conducted using the comprehensive framework of integrated marketing communications (Tafesse & Kitchen, 2017). There is a significant difference in the perceptual outcomes of integrated marketing communication campaigns which display user data as content. This analysis provides insights into the characteristics of marketing communications and how their outcomes fit into broader marketing strategies. These case studies provide opportunities for marketers to improve their campaigns in line with their desired audience outcome. Patterns of scope, strategy, mode, and outcome do not suggest success or failure in the context of marketing communications, but rather a set of insights marketers should keep in mind when pursuing communication strategies which harness personal user data.No embargoAcademic Major: Marketin

Like, share, vote

This report explores the potential for social media to support efforts to get out the vote. Overview Across Europe, low voter turnout in European and national elections is a growing concern. Many citizens are disengaged from the political process, threatening the health of our democracies. At the same time, the increasingly prominent role that social media plays in our lives and its function as a new digital public space offers new opportunities to reengage non-voters. This report explores the potential for social media to support efforts to get out the vote. It lays out which groups need to be the focus of voter mobilisation efforts, and makes the case for using social media campaigning as a core part of our voter mobilisation efforts. The research draws on a series of social media voter mobilisation workshops run by Demos with small third sector organisations in six target countries across Europe, as well as expert interviews, literature review and social media analysis. Having affirmed the need for and utility of social media voter turnout efforts, Like, Share, Vote establishes key principles and techniques for a successful social media campaign: how to listen to the digital discourse of your audience, how to use quizzes and interactive approaches, how to micro-target specific groups and how to coordinate offline events with online campaigns. This report concludes that, with more of our social and political lives taking place online than ever before, failing to use social media to reinvigorate our democracy would be a real missed opportunity

New Voices: What Works

Reviews grantees' accomplishments in building community news sites, keys to sustainability, and lessons learned about engagement, staffing, business models, social media, technology, partnerships, and limitations of university, youth, and radio projects

New Media, Professional Sport and Political Economy

New media technologies are seen to be changing the production, delivery and consumption of professional sports and creating a new dynamic between sports fans, athletes, clubs, governing bodies and the mainstream media. However, as Bellamy and McChesney (2011) have pointed out, advances in digital technologies are taking place within social, political, and economic contexts that are strongly conditioning the course and shape of this communication revolution. This essay assesses the first wave of research on professional sport and new media technologies and concludes that early trends indicate the continuation of existing neoliberal capitalist tendencies within professional sport. Using the concept of political economy, the essay explores issues of ownership, structure, production and delivery of sport. Discussion focuses on the opportunities sports fans now have available to them and how sports organization and media corporations shifted from an initial position of uncertainty, that bordered on hostility, to one which has seen them embrace new media technologies as powerful marketing tools. The essay concludes by stating as fundamental the issues of ownership and control and advocates that greater cognizance be accorded to underlying economic structures and the enduring, all-pervasive power of neoliberal capitalism and its impact in professional sport