Categorization of Mobile Advertising Campaigns

The result of this contribution is a categorization and thus a description model for mobile advertising campaigns using the morphological method. For identification of the characteristics 32 case studies were analysed and relevant literature was sighted.

Advertising Campaigns Management: Should We Be Greedy?

International audienceWe consider the problem of displaying commercial advertisements on web pages, in the "cost per click" model. The advertisement server has to learn the appeal of each type of visitors for the different advertisements in order to maximize the revenue. In a realistic context, the advertisements have constraints such as a certain number of clicks to draw, as well as a lifetime. This problem is thus inherently dynamic, and intimately combines combinatorial and statistical issues. To set the stage, it is also noteworthy that we deal with very rare events of interest, since the base probability of one click is in the order of 10−4 . Different approaches may be thought of, ranging from computationally demanding ones (use of Markov decision processes, or stochastic programming) to very fast ones. We introduce noseed, an adaptive policy learning algorithm based on a combination of linear programming and multi-arm bandits. We also propose a way to evaluate the extent to which we have to handle the constraints (which is directly related to the computation cost). We investigate performance of our system through simulations on a realistic model designed with an important commercial web actor.Nous nous intéressons au problème de la sélection de messages publicitaires sur des pages web dans le modèle de paiement au clic. Pour cela, le serveur doit apprendre l'appétance de chaque type de visiteurs pour les différentes publicités en stock afin de maximiser ses revenus. Dans un contexte réaliste, les publicités possèdent des contraintes telles qu'un nombre de clics à obtenir et une durée de vie. Ce problème est dynamique et combine intimement des aspects combinatoires et statistiques~; de plus, il est important de noter que nous considérons des événements rares, la probabilité de clic de base étant de l'ordre de $10^{-4}$. Différentes approches peuvent etre envisagées, allant d'approches extrêmement gourmandes en temps de calcul (en utilisant des processus décisionnel de Markov ou une formulation de type programmation stochastique) à des approches très rapides. Nous introduisons \algo{} qui est un algorithme adaptatif d'apprentissage de politique basé sur une combinaison de programmation linéaire et de bandits multi-bras. Nous proposons également une manière d'évaluer les contraintes à satisfaire, ce qui est directement relié au coût en temps de calcul. Nous investiguons les performances de notre algorithme dans un modèle réaliste conçu avec un important acteur du web commercial

Managing advertising campaigns -- an approximate planning approach

International audienceWe consider the problem of displaying commercial advertisements on web pages, in the "cost per click" model. The advertisement server has to learn the appeal of each type of visitor for the different advertisements in order to maximize the profit. Advertisements have constraints such as a certain number of clicks to draw, as well as a lifetime. This problem is thus inherently dynamic, and intimately combines combinatorial and statistical issues. To set the stage, it is also noteworthy that we deal with very rare events of interest, since the base probability of one click is in the order of 10−4. Different approaches may be thought of, ranging from computationally demanding ones (use of Markov decision processes, or stochastic programming) to very fast ones.We introduce NOSEED, an adaptive policy learning algorithm based on a combination of linear programming and multi-arm bandits. We also propose a way to evaluate the extent to which we have to handle the constraints (which is directly related to the computation cost). We investigate the performance of our system through simulations on a realistic model designed with an important commercial web actor

Chance Constrained Optimization for Targeted Internet Advertising

We introduce a chance constrained optimization model for the fulfillment of guaranteed display Internet advertising campaigns. The proposed formulation for the allocation of display inventory takes into account the uncertainty of the supply of Internet viewers. We discuss and present theoretical and computational features of the model via Monte Carlo sampling and convex approximations. Theoretical upper and lower bounds are presented along with a numerical substantiation

Digital Marketing for Sustainable Growth: Business Models and Online Campaigns Using Sustainable Strategies

t: In recent years, digital marketing has transformed the way in which companies communicate with their customers around the world. The increase in the use of social networks and how users communicate with companies on the Internet has given rise to new business models based on the bidirectionality of communication between companies and Internet users. Digital marketing, new business models, online advertising campaigns, and other digital strategies have gathered user opinions and comments through this new online channel. In this way, companies have started to see the digital ecosystem as not only their present, but also as their future. From this long-term perspective, companies are concerned about sustainability and the growth of their business models. There are new business models on the Internet that support social causes, new platforms aimed at supporting social and sustainable projects, and digital advertising campaigns promoting sustainability. The overarching aim of this Special Issue was to analyze the development of these new strategies as well as their influence on the sustainability of digital marketing strategies. Therefore, we aimed to analyze how companies adopt these new technologies in a digital environment that is increasingly concerned with the sustainability of business models and actions on the Internet

Brands and digital influencers: agencies managing influencer advertising campaigns

Communication carried out through digital channels, has proved to be quite effective when compared to traditional advertising, exerting a great influence on the purchase decision, which constitutes a challenge and opportunity for brands. In this way, there has been a change in the creation of brand value, now determined by recommendations, mainly on social networks carried out by digital influencers. The present study explores the role of agencies working with influencer advertising, specifically how brands can have better results, and benefit from agencies managing campaigns and influencers, instead to establish a direct relationship with digital influencers. Given the relevance of the topic but its novelty as a field of study, was followed a qualitative approach, namely interviews with agency managers and influencers. It was possible to detail the emergence, what is currently happening between brands, agencies, and influencers, what constitutes the basis of the business, and how their relationship is structured.publishe

Nacionals representations in advertising campaigns of Televisa (México), 1989-2010

Desde primitivos spots con música mexicana e imágenes de diversas ciudades con la narración de un locutor diciendo “¡Viva México!”, hasta la sofisticada campaña publicitaria del año 2010 para celebrar el Bicentenario de la Independencia y el Centenario de la Revolución que involucró un gran equipo de técnicos, cámaras, locaciones y presupuesto, los spots de Televisa han sido pieza clave para la construcción visual de la nación mexicana. ¿Cuál ha sido ese discurso visual sobre México? ¿Cómo los spots han construido la unidad nacional del país? ¿Se ha modificado la representación televisiva de México en estos spots a lo largo de los años? Precisamente proponemos un análisis de la construcción de la nación mexicana en la segunda mitad del siglo XX y principios del XXI desde la perspectiva de los spots nacionalistas que Televisa produjo entre 1989 y 2010.From simple, unpolished spots projecting images of various cities backed by typical Mexican music with an announcer shouting “¡Viva México!”, to the highly sophisticated 2010 advertising campaign produced to celebrate the country’s Bicentennial Anniversary of Independence and Centennial of the Revolution, which involved a huge collection of technicians, cameras and locations and an ample budget, Televisa’s spots have long been a keystone of the visual construction of the Mexican nation. What is the nature of this visual discourse on Mexico, and how have these spots contributed to building national unity there? Has the representation of Mexico projected in these televised spots changed over these to years? This thesis proposes analyzing the construction of the Mexican nation in the second half of the 20th and the early 21st centuries from the perspective of the nationalistic Mexican spots that Televisa produced and transmitted between 1989 and 2010