Optimal Internet Media Selection

Danaher, Peter J.; Lee, Janghyuk; Kerbache, Laoucine

doi:10.1287/mksc.1090.0507

Cited by 41 publications

(30 citation statements)

References 18 publications

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“…This is much like frequency capping that is commonplace in banner advertising (Danaher et al 2010). This is much like frequency capping that is commonplace in banner advertising (Danaher et al 2010).…”

Section: Limitations and Future Researchmentioning

confidence: 99%

Where, When, and how Long: Factors that Influence the Redemption of Mobile Phone Coupons

Danaher

Smith²,

Ranasinghe³

et al. 2015

Journal of Marketing Research

Self Cite

218

140

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The use of coupons delivered by mobile phone, so called "m-coupons," is growing rapidly. In this study we analyze consumer response to m-coupons for a two-year trial at a large shopping mall. About 8,500 people were recruited to a panel and then received 3 text message m-coupons whenever they "swiped" their mobile phone at the mall entrances, with downstream redemption recorded. Almost 144,000 m-coupons were delivered during the trial, comprising 38 stores that supplied 134 different coupons. We find that an important feature of m-coupons is where and when they are delivered, with location and time of delivery significantly influencing redemption. Also important is how long they are valid (expiry length), because redemption times for m-coupons are much shorter than for traditional coupons. This suggests that their expiration length should be shortened to help signal time urgency. Nevertheless, traditional coupon features, like face value, still dominate m-coupon effectiveness, as does the product type, with snack food coupons being particularly effective.

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Section: Limitations and Future Researchmentioning

confidence: 99%

Where, When, and how Long: Factors that Influence the Redemption of Mobile Phone Coupons

Danaher

Smith²,

Ranasinghe³

et al. 2015

Journal of Marketing Research

Self Cite

218

140

View full text Add to dashboard Cite

show abstract

“…The objective of Internet advertising is to reach a maximum number of online users and create awareness about the product or services. In 2015, F&D proposed a dynamic allocation of advertising budget for web portals through keywords based advertising [4], Danaher et al (2010) proposed a nonlinear optimization algorithm to select online media vehicles subject to budgetary constraints and also showed the number of advertising impressions that should be purchased and then served from each selected website [5]. Yang et al (2015) discussed a model to maximize profit through advertising under a budget constraint [6].…”

Section: Literature Reviewmentioning

confidence: 99%

A Multi-attribute Online Advertising Budget Allocation Under Uncertain Preferences

Aggarwal

Aakash

2018

ing. Solidar

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Introduction: The present research was conducted at the University of Delhi in 2017. Method: Websites were ranked on the basis of feedback from unbiased experts. Later, we proposed an integrated approach by combining ordered weighted averaging (owa) operator with fuzzy analytic hierarchy process (fahp) for budget allocation. Results: A numerical example related to a company, which deals with consumer goods and wants to advertise on few e-commerce websites is discussed at the end of the paper. Budget distribution is decided by solving multi-objective maximum-dispersion-minimum-variance (mdmv) owa and fahp method. Conclusions: The proposed methodology aids managerial decisions made by handling multiple attributes simultaneously through industry experts’ opinion, and using a simple proportional rule for allocating budget. Originality: The conventional methods based on reach maximization, exposure or profit cannot meet the budget allocation needs of the modern advertising planning. Firstly, they do not take into consideration multiple attributes of media. Secondly, they do not incorporate the expert opinion and their preferences. To address these problems, we propose a multi-attribute method based on the advertising budget allocation method to divide the budget into individual websites. The attributes under consideration are: system quality, content quality, usage, trust, customer support, online customer feedback, and personalization. Limitations: In this study, we used a mdmv-owa operator in fuzzy environment but in future occasions, it may be extended to intuitionistic fuzzy domain.

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“…[15] studies the role of third party websites such as Edmunds.com that provide free information on competing products, and the implications for the vendors' product sales. More recently, [5] proposes a method to optimally select online media channels and the advertising impressions to be displayed from the chosen media. However, their work focuses on banner ads rather than keyword-based ads, and on traditional measures of advertising effectiveness such as reach, frequency and effective frequency as applied to impressions rather than click-throughs.…”

Section: Literaturementioning

confidence: 99%

Online keyword based advertising: Impact of ad impressions on own-channel and cross-channel click-through rates

Gopal¹,

Li²,

Sankaranarayanan³

2011

Decision Support Systems

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Keyword-based ads are becoming the dominant form of advertising online as they enable customization and tailoring of messages relevant to potential consumers. Two prominent channels within this sphere are the search network and the content network. We empirically examine the interaction between these two channels. Our results indicate significant cannibalization across the two channels, as well as significant diminishing returns to impressions within each channel. This suggests that under certain conditions, both channels may need to be used to optimize returns to advertising, both for advertisers and service providers such as Google. Our game theoretic analysis reveals that for intermediate budget values, it is optimal to use both channels, whereas for very low (very high) budget values, it is optimal to use only the content (search) channel. Further, as budget increases, the advertiser should offer more for ads displayed on the search network to optimally incentivize the service provider.

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Optimal Internet Media Selection

Cited by 41 publications

References 18 publications

Where, When, and how Long: Factors that Influence the Redemption of Mobile Phone Coupons

Where, When, and how Long: Factors that Influence the Redemption of Mobile Phone Coupons

A Multi-attribute Online Advertising Budget Allocation Under Uncertain Preferences

Online keyword based advertising: Impact of ad impressions on own-channel and cross-channel click-through rates

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