Digital advertising around paid spaces, E-advertising industry’s revenue engine: A review and research agenda

Aslam, Bilal; Karjaluoto, Heikki

doi:10.1016/j.tele.2017.07.011

Cited by 49 publications

(21 citation statements)

References 59 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…According to Aslan and Karjaluoto, the advertising paradigm is now shifting from traditional advertising media (TV, outdoor, direct marketing, etc.) to digital-centric approaches and advertisers are increasingly investing digitally at the expense of the traditional format [3]. Zenith Optimedia predicts the value of advertising in online video is expected to touch US$ 35.4 Billion worldwide by 2019 [4].…”

Section: Introductionmentioning

confidence: 99%

Evaluating The Effect of YouTube Advertising towards Young Customers’ Purchase Intention

Aziza¹,

Astuti²

2019

Proceedings of the 12th International Conference on Business and Management Research (ICBMR 2018)

View full text Add to dashboard Cite

The use of YouTube advertising by companies to communicate with their customers is increasing nowadays, along with the increasing number of YouTube audiences. But only a few scholars have examined the effectiveness of YouTube advertising on customers' purchase intention. This study aims (1) to analyze the factors of YouTube advertising (e.g. entertainment, informativeness, customization, and irritation) and their impact on perceived YouTube advertising value; and (2) to evaluate the effect of YouTube advertising towards customers' purchase intention. This was a conclusive quantitative research with 261 respondents aged 18-29 years. This study found that the more entertaining and the more informative the YouTube advertising, the higher the YouTube advertising value. However, the customization and irritation factors that were assumed to influence the YouTube advertising value, were not proven. Finally, the YouTube advertising value significantly positively influenced the customers' purchase intention and was partially mediated by brand awareness.

show abstract

Section: Introductionmentioning

confidence: 99%

Evaluating The Effect of YouTube Advertising towards Young Customers’ Purchase Intention

Aziza¹,

Astuti²

2019

Proceedings of the 12th International Conference on Business and Management Research (ICBMR 2018)

View full text Add to dashboard Cite

show abstract

“…The widespread adoption of digital media means we have left an age dominated by the four traditional media types -TV, radio, newspapers, and magazinesand stepped into a new age of online digital content increasingly accessed via mobile devices [24]. Global expenditure on media continues to increase, and online advertising is currently the fastestgrowing category [25].…”

Section: A Online Advertisingmentioning

confidence: 99%

Prediction of Online Video Advertising Inventory Based on TV Programs: A Deep Learning Approach

Lee

Yoon²,

Kim

2021

IEEE Access

View full text Add to dashboard Cite

With the recent spread of digital content, patterns of media viewing have changed. This is especially true for programs formerly watched on TV but are now increasingly viewed through online videos. As more and more people watch online videos, the market for online video advertising is increasing. Including online video advertising, online advertising can be effective if advertisers and online service providers attract as many viewers as possible. In particular, service providers try to maximize their profits by efficiently selling advertising inventory, which indicates the volume of space available for advertisements. However, most of today's service providers use simple statistical applications to predict advertising inventory that leads to relatively inaccurate predictions. Therefore, this study aims to develop a model capable of accurately predicting advertising inventory and then validate the model. This study in predicting online video advertising inventory is based on using deep learning to analyze the raw data of online video channels and then comparing the results of these predictions with actual inventory, other results of machine learning techniques, and work-site method results. Using these techniques and approaches, future advertising inventory can be more accurately predicted. In addition, detailed strategies for the practice of online video advertising are suggested. INDEX TERMS advertising inventory, online video advertising, TV programs, deep learning, predictionThis work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.

show abstract

“…Without targeting, advertisers would focus on the average consumer (Anderson and Coate, 2005). Online advertising allows for location-based targeting and data-driven user profiling (Aslam and Karjaluoto, 2017). With regard to the impact of targeting on publishers' revenue, past research provides ambiguous results.…”

Section: Foundations Of Header Bidding Researchmentioning

confidence: 99%

Header Bidding as Smart Service for Selling Ads in the Digital Era

Loebbecke

Cremer

Richter

2020

J INFORM SYSTEMS ENG

View full text Add to dashboard Cite

Header bidding refers to an innovative, smart service for online advertising. It facilitates concurrent, automatic real-time bidding for ad spaces on online publishers' websites and thereby supports online publishers' in their efforts to tackle Google's dominance in the online advertising market. Interdisciplinary service science research on the opportunities and challenges of smart header bidding services is still scarce. To this end, we analyze a comprehensive dataset, covering header bidding solutions and connected supply-side platforms, for the top 20 German website publishers. We carve out requirements for establishing header bidding as a successful smart service in the digital arena and offer some guidance on how to design and take advantage of header bidding services for monetizing publishers' online content. We further suggest that publishers must monitor rising header bidding substitutes, such as Google's exchange bidding, to secure sustainable value creation from header bidding as technology-based service transformation in the digital world.

show abstract

Digital advertising around paid spaces, E-advertising industry’s revenue engine: A review and research agenda

Cited by 49 publications

References 59 publications

Evaluating The Effect of YouTube Advertising towards Young Customers’ Purchase Intention

Evaluating The Effect of YouTube Advertising towards Young Customers’ Purchase Intention

Prediction of Online Video Advertising Inventory Based on TV Programs: A Deep Learning Approach

Header Bidding as Smart Service for Selling Ads in the Digital Era

Contact Info

Product

Resources

About