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Leilões para publicidade na Internet; Auctions for Internet advertising

Oliveira, Atol Fortin de
Fonte: Biblioteca Digitais de Teses e Dissertações da USP Publicador: Biblioteca Digitais de Teses e Dissertações da USP
Tipo: Dissertação de Mestrado Formato: application/pdf
Publicado em 27/09/2012 PT
Relevância na Pesquisa
46.55%
Neste projeto apresentamos três modelos para publicidade na Internet, e mecanismos associados a cada modelo, analisando suas propriedades como estabilidade, otimalidade, prova de estratégia, e consumo de tempo. Primeiramente apresentamos um dos primeiros artigos publicados sobre o problema de leilões para publicidade na Internet, que descreve essencialmente o funcionamento dos atuais leilões para publidade na Internet. Em seguida, apresentamos outros dois modelos. O primeiro deles permite publicidade com exclusividade. O segundo modelo permite mais opções ao leiloeiro e aos anunciantes, ao permitir preços mínimos de venda e preços máximos de compra.; In this project we present three Internet sponsored search advertising models, and mechanisms related to each model, analyzing properties such as stability, optimality, strategy-proof, and time consumption. We start presenting one of the first articles on the problem of sponsored search advertising. Next, we present other two models. The first one allows exclusivity advertising. The second model allows a wider variety of options for both the auctioneer and the bidders, including minimum selling prices and maximum buying prices.

Internet share of advertising expenditure : growth drivers and inhibitors in the brazilian market

Pita, Guilherme Szyszko
Fonte: Fundação Getúlio Vargas Publicador: Fundação Getúlio Vargas
Tipo: Dissertação
EN_US
Relevância na Pesquisa
46.77%
Os investimentos com publicidade na Internet como uma percentagem das despesas totais de publicidade variam significativamente de um país para outro. O número é tão baixo quanto 4,7% no mercado brasileiro e tão alto como 28,5% no mercado britânico (ZenithOptimedia, 2011b). Algumas razões explicam tal disparidade. No nível macro, a participação dos gastos com publicidade na Internet está fortemente ligada a variáveis como o produto interno bruto per capita e à penetração da Internet na população. No nível micro, uma pesquisa qualitativa foi feita para identificar os fatores que contribuem e inibem o crescimento da participação da publicidade online no mercado brasileiro. A vasta lista de inibidores parece ter profundo impacto sobre como os profissionais de mercado tomar decisões de alocação de investimento em publicidade por tipo de mídia. Devido à legislação, à auto-regulamentação e às dinâmicas da indústria, grande parte da tomada de decisão é realizada por agências de publicidade. Estas parecem ter fortes incentivos econômicos para selecionar outros tipos de mídia e não a Internet ao definir planos de mídia. Ao mesmo tempo, a legislação e a auto-regulamentação fornecem desincentivos para corretores de mídia a operar no mercado local. A falta de profissionais qualificados e a padronização limitada também desempenham papéis importante para inibir uma maior participação da Internet nos gastos com publicidade no Brasil. A convergência dos resultados quantitativos com os qualitativos indica possíveis motivos pelos quais a participação da publicidade online no Brasil é tão baixa. Em primeiro lugar...

Campanhas eleitorais brasileiras na internet

Rogerio Garcia Fernandez
Fonte: Biblioteca Digital da Unicamp Publicador: Biblioteca Digital da Unicamp
Tipo: Dissertação de Mestrado Formato: application/pdf
Publicado em 28/04/2005 PT
Relevância na Pesquisa
46.22%
As campanhas eleitorais têm conquistado um novo espaço, trata-se da rede mundial de computadores, a Internet. Esta pesquisa buscou analisar os sites de campanhas eleitorais na Internet para cargos executivos nas eleições de 1998, 2000, e 2002, iniciando um debate sobre o papel dos meios de comunicação em sociedades democráticas e, em especial, da Internet. Em seguida, faço um levantamento das metodologias aplicadas ao estudo dos meios de comunicação e dos métodos de análise de conteúdo. A pesquisa, então, propõe um método próprio baseado nos indicadores de fluxos de comunicação dos sites. São, portanto, analisados mais de 22 mil dados referentes a 50 sites de campanhas eleitorais. Identifiquei ao mesmo tempo um aumento da personificação do conteúdo e uma discussão política, mais voltada a soluções práticas do que ideológicas. A Internet, no Brasil é uma ferramenta que pode ampliar o debate democrático pelo seu conteúdo mais aprofundado do que o de outros meios de comunicação, apesar de ter identificado, também, barreiras técnicas. Concluo observando que os sites das campanhas eleitorais vem, a cada ano, se modificando em função do desenvolvimento tecnológico e das necessidades, cada vez maiores...

Use of web 2.0 to recruit Australian gay men to an online HIV/AIDS survey

Theriault, N.; Bi, P.; Hiller, J.; Nor, M.
Fonte: Journal of Medical Internet Research Publicador: Journal of Medical Internet Research
Tipo: Artigo de Revista Científica
Publicado em //2012 EN
Relevância na Pesquisa
46.47%
BACKGROUND: Continuous prevention efforts for human immunodeficiency virus (HIV) and acquired immune deficiency syndrome (AIDS) are recommended among those men who have sex with men (MSM). Creative use of e-technologies coupled with a better understanding of social networks could lead to improved health interventions among this risk population. OBJECTIVE: The aims of the study were to (1) compare the impact of various advertising strategies on recruiting MSM participants to an online HIV/AIDS survey, and (2) explore the feasibility of using a social network service (SNS) for study advertising. METHODS: A cross-sectional online survey was conducted in 2009. South Australian men over 18 years were invited to participate if they had had sexual intercourse with men in the previous year. A short questionnaire was used to collect demographics and information on sexual behavior, HIV history, use of the Internet for dating purposes, and sources of health information. The survey was promoted in community settings and online, including advertisements through social networks. RESULTS: A total of 243 men completed the online survey during the 8-week data collection period. Online advertisements recruited 91.7% (220/240) of the sample. Conversely...

Publicidad en la Web: eficacia, evolución económica, contratación, y sistemas emergentes: El modelo RTB de contratación publicitaria; Advertising on the Web: effectiveness, economic development, recruitment, and emergent systems: The model RTB recruitment advertising

Cano Molina, Román
Fonte: Universidade de Cantabria Publicador: Universidade de Cantabria
Tipo: Dissertação de Mestrado
SPA
Relevância na Pesquisa
46.45%
El trabajo realiza una revisión de la eficacia publicitaria desde diversos puntos de vista: comunicación comercial, teorías de aprendizaje, recuerdo, eficacia cuantitativa, formatos de estandarización y formas de contratación, con revisión de la literatura científica en la materia. También se analiza la evolución de la creciente importancia económica del sector publicitario en la web, tanto nacional como en el panorama europeo y estadounidense, discutiéndose su evolución previsible. Como hecho de interés en la investigación tecnológica y económica actual, se profundiza en el rápido crecimiento del sistema RTB de contratación publicitaria, mediante pujas y subastas en tiempo real (Real Time Bidding) y su evolución hacia la estandarización y su inserción en los contenidos audiovisuales en la web.; The paper makes a review of advertising effectiveness from different perspectives: business communication, theories of learning, recall, effectively quantitative, standardized formats and forms of engagement, with a review of scientific literature on the subject. We also discuss the evolution of the growing economic importance of the web advertising industry, both nationally and in the European and American, discussing their likely evolution. Of interest in the current economic and technological research...

Network neutrality, access to content and online advertising

D'ANNUNZIO, Anna; RUSSO, Antonio
Fonte: Instituto Universitário Europeu Publicador: Instituto Universitário Europeu
Tipo: Trabalho em Andamento Formato: application/pdf
EN
Relevância na Pesquisa
46.26%
We investigate possible effects of network neutrality regulation on the distribution of content in the Internet. We model a two-sided market, where consumers and advertisers interact through Content Providers (CPs), and CPs and consumers through Internet Service Providers (ISPs). Multiple impressions of an ad on a consumer are partially wasteful. Thus, equilibrium ad rates decrease with the number of CPs consumers can browse. Under network neutrality, CPs can connect to any ISP for free, while in the unregulated regime they have to pay a (non-discriminatory) access fee set by the ISP.We show that universal distribution of content is always an equilibrium with net neutrality regulation. Instead, in the unregulated regime, ISPs can use access fees to rule out universal distribution when it is not profitable, i.e. when repeated impressions of an ad rapidly lose value and consumers care for content availability to a small extent. We also find that the unregulated regime is never superior to net neutrality from a welfare point of view. Consumer and advertiser surplus are weakly higher under net neutrality. ISPs are unambiguously better off in the unregulated regime, while CPs are unambiguously worse off.

Search engine advertising in web retailing : an efficiency analysis

Mokaya, Brian O.
Fonte: Brock University Publicador: Brock University
Tipo: Electronic Thesis or Dissertation
ENG
Relevância na Pesquisa
46.48%
This study examines the efficiency of search engine advertising strategies employed by firms. The research setting is the online retailing industry, which is characterized by extensive use of Web technologies and high competition for market share and profitability. For Internet retailers, search engines are increasingly serving as an information gateway for many decision-making tasks. In particular, Search engine advertising (SEA) has opened a new marketing channel for retailers to attract new customers and improve their performance. In addition to natural (organic) search marketing strategies, search engine advertisers compete for top advertisement slots provided by search brokers such as Google and Yahoo! through keyword auctions. The rationale being that greater visibility on a search engine during a keyword search will capture customers' interest in a business and its product or service offerings. Search engines account for most online activities today. Compared with the slow growth of traditional marketing channels, online search volumes continue to grow at a steady rate. According to the Search Engine Marketing Professional Organization...

Essays on Applied Microeconomics

Lee, Hoan Soo
Fonte: Harvard University Publicador: Harvard University
Tipo: Thesis or Dissertation
EN_US
Relevância na Pesquisa
46.19%
Empirical and theoretical topics in applied microeconomics are discussed in this dissertation. The first essay identifies and measures managerial advantages from access to high-quality deals in venture capital investments. The underlying social network of Harvard Business School MBA venture capitalists and entrepreneurs is used to proxy availability of deal access. Random section assignment of HBS MBA graduates provides a key exogenous variation for identification. Being socially connected to peer venture capital firms and private equity seeking startups leads to more deal flow, larger asset under management and better performance in the inaugural funds of HBS-executive run venture capital firms. The second essay presents a two-stage model of competing ad auctions. Search engines attract users via Cournot-style competition. Meanwhile, each advertiser must pay a participation cost to use each ad platform. Advertiser entry strategies using symmetric Bayes-Nash equilibrium that lead to the Vickrey-Clarke-Groves outcome of the ad auctions are derived. Consistent with the model predictions, empirical evidence shows that multi-homing advertisers are larger than single-homing advertisers. Comparative statics on consumer choice parameters...

Programa pronto: programa audiovisual para internet com conteúdo sobre marketing promocional

Coimbras, Adriana Berquó
Fonte: Universidade Católica de Brasília Publicador: Universidade Católica de Brasília
Tipo: Trabalho de Conclusão de Curso Formato: Texto
PT_BR
Relevância na Pesquisa
46.15%
Esse projeto experimental é um de programa audiovisual para internet que aborda temas voltados para mercado de Marketing Promocional (promoção de vendas) de Brasília. O nome dele é Pronto! e é pioneiro no gênero. O formato do programa são curtos episódios de 5 a 7 minutos e cada um trata um tema diferente dentro da área do Marketing. As gravações foram bastidores de campanhas ou ações promocionais; curiosidade sobre o planejamento, criação e produção de determinada campanha; depoimentos de profissionais renomados do mercado de promo; tendências relacionados a comunicação promocional e exposição de cases. O Pronto! é veiculado no Youtube, onde tem canal próprio.; This experimental project is an audiovisual program for internet that addresses issues facing market of Promotional Marketing (sales promotion) of Brasilia. It is called Pronto! and is a pioneer in the genre. The format of the program are short episodes 5-7 minutes and each covers a different topic within the area of Live Marketing. The recordings were backstage campaigns or promotional activities; curiosity about the planning, creation and production of certain campaign; testimonials from renowned professionals market promo; trends related to communication and promotional display cases. The Pronto! is aired on Youtube...

Internet Advertising: An Interplay among Advertisers, Online Publishers, Ad Exchanges and Web Users

Yuan, Shuai; Abidin, Ahmad Zainal; Sloan, Marc; Wang, Jun
Fonte: Universidade Cornell Publicador: Universidade Cornell
Tipo: Artigo de Revista Científica
Relevância na Pesquisa
46.57%
Internet advertising is a fast growing business which has proved to be significantly important in digital economics. It is vitally important for both web search engines and online content providers and publishers because web advertising provides them with major sources of revenue. Its presence is increasingly important for the whole media industry due to the influence of the Web. For advertisers, it is a smarter alternative to traditional marketing media such as TVs and newspapers. As the web evolves and data collection continues, the design of methods for more targeted, interactive, and friendly advertising may have a major impact on the way our digital economy evolves, and to aid societal development. Towards this goal mathematically well-grounded Computational Advertising methods are becoming necessary and will continue to develop as a fundamental tool towards the Web. As a vibrant new discipline, Internet advertising requires effort from different research domains including Information Retrieval, Machine Learning, Data Mining and Analytic, Statistics, Economics, and even Psychology to predict and understand user behaviours. In this paper, we provide a comprehensive survey on Internet advertising, discussing and classifying the research issues...

Chance Constrained Optimization for Targeted Internet Advertising

Deza, Antoine; Huang, Kai; Metel, Michael R.
Fonte: Universidade Cornell Publicador: Universidade Cornell
Tipo: Artigo de Revista Científica
Publicado em 29/07/2014
Relevância na Pesquisa
46.26%
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.

Stochastic Budget Optimization in Internet Advertising

DasGupta, Bhaskar; Muthukrishnan, S.
Fonte: Universidade Cornell Publicador: Universidade Cornell
Tipo: Artigo de Revista Científica
Relevância na Pesquisa
46.28%
Internet advertising is a sophisticated game in which the many advertisers "play" to optimize their return on investment. There are many "targets" for the advertisements, and each "target" has a collection of games with a potentially different set of players involved. In this paper, we study the problem of how advertisers allocate their budget across these "targets". In particular, we focus on formulating their best response strategy as an optimization problem. Advertisers have a set of keywords ("targets") and some stochastic information about the future, namely a probability distribution over scenarios of cost vs click combinations. This summarizes the potential states of the world assuming that the strategies of other players are fixed. Then, the best response can be abstracted as stochastic budget optimization problems to figure out how to spread a given budget across these keywords to maximize the expected number of clicks. We present the first known non-trivial poly-logarithmic approximation for these problems as well as the first known hardness results of getting better than logarithmic approximation ratios in the various parameters involved. We also identify several special cases of these problems of practical interest, such as with fixed number of scenarios or with polynomial-sized parameters related to cost...

La Publicidad en internet : procesamiento y reactancia psicológica entre los usuarios y consumidores de la red

Padilla, Alexander; Universitat Autònoma de Barcelona. Departament de Comunicació Audiovisual i Publicitat
Fonte: Universidade Autônoma de Barcelona Publicador: Universidade Autônoma de Barcelona
Tipo: Trabalho de Conclusão de Curso Formato: application/pdf; application/pdf
Publicado em //2010 SPA
Relevância na Pesquisa
46.62%
Treball Final de Màster Oficial de Publicitat i Relacions Públiques. Curs 2009-2010. Direcció: Dra. Elena Añaños; La evolución de la publicidad en internet en estos últimos años está siendo muy importante, sobretodo, debido a la aparición y puesta en marcha de los nuevos formatos publicitarios que permiten sorprender al usuario que navega por internet. Mediante esta investigación se pretende conocer si el internauta percibe o no publicidad mientras navega por Internet, en que tipo de páginas web lo percibe, el nivel de reactancia psicológica que esto le supone, y su reacción ante el tipo de publicidad que aparece antes de la visualización de un video, serie o programa de TV online; L'evolució de la publicitat a internet en aquests últims anys està sent molt important, sobretot, a causa de l'aparició i posada en marxa dels nous formats publicitaris que permeten sorprendre l'usuari que navega per Internet. Mitjançant aquesta investigació es pretén conèixer si l'internauta percep o no publicitat mentre navega per Internet, en quins tipus de pàgines web la percep, el nivell de reactància psicològica que això li suposa, i la seva reacció davant del tipus de publicitat que apareix abans de la visualització d'un video...

Adverse advertising: the impact advertisements have on webpage content retention

Keppel, David P.
Fonte: Rochester Instituto de Tecnologia Publicador: Rochester Instituto de Tecnologia
Tipo: Tese de Doutorado
EN_US
Relevância na Pesquisa
46.38%
This study examined the effect of Web-based advertising on Webpage content retention. A single-factor experiment was conducted on three groups of subjects (n=105). Each of the three groups differed only regarding the absence or presence of advertisements and the congruity of these advertisements to the thematic design of the Webpage and the informative content. A post-experimental questionnaire assessed the subject's retention of Web page content as well as the subject's retention of any present advertisements. The results suggest advertisement presence significantly reduces a subject's ability to retain informative content. The results do not suggest the congruity of the advertisement to the content affects retention of either the advertisement or the informative content.

From banners to youtube: using the rear-view mirror to look at the future of internet advertising

Barnes, Susan; Hair, Neil
Fonte: Rochester Instituto de Tecnologia Publicador: Rochester Instituto de Tecnologia
Tipo: Artigo de Revista Científica
EN_US
Relevância na Pesquisa
46.49%
In twelve short years, Internet advertising has evolved from banners to experiential promotions. In the beginning advertisers viewed the Internet in similar ways as they considered traditional media (television, newspaper, magazines). The idea of using a new medium like an older one, was described by McLuhan's concept of the rear view mirror. This article describes the history of Internet advertising from 1994 to 2006 by looking back to understand the future direction of Internet advertising.

The effect of new media on political advertising: television ads and internet ads in the 2008 presidential primary

Dube, William
Fonte: Rochester Instituto de Tecnologia Publicador: Rochester Instituto de Tecnologia
Tipo: Tese de Doutorado
EN_US
Relevância na Pesquisa
56.72%
Internet advertising has become an important political campaign tool, accounting for over $110 million in spending in the 2008 election, but government regulations and industry norms that govern content presented in television advertising do not apply to Internet communication. This study investigated the differences in political advertising content between ads produced for television versus the Internet. First, a content analysis was conducted using a sample of political advertisements produced by the McCain and Obama campaigns during the 2008 election to measure differences in negativity, accuracy, and accountability. Second, content gatekeepers at television stations and Internet companies were interviewed to verify the findings of the content analysis and to determine whether differences in regulations and norms were responsible for the results. The content analysis found substantial differences, as Internet ads were less accountable and accurate, but more positive than television ads. In response to these findings, the gatekeepers indicated that differences in accountability were due to the regulatory regimes for both media. Of particular importance is a loophole in Federal Elections Commission (FEC) advertising rules, which states that only paid communications are regulated. Since most Internet ads are uploaded for free to advertiser-supported sites such as YouTube...

Changes in media mix for leading national advertisers (2003 - 2005)

Swain, Matthew
Fonte: Rochester Instituto de Tecnologia Publicador: Rochester Instituto de Tecnologia
Tipo: Tese de Doutorado
EN_US
Relevância na Pesquisa
46.77%
As new communication technologies, such as the Internet, continue to grow in the United States, advertisers are re-evaluating which media mix will deliver the best return on investment. The magazine, Advertising Age, releases a list of the 100 Leading National Advertisers each year – a list that includes the advertisers’ spending in measured and unmeasured media. The seven measured media categories (newspaper, magazine, television, outdoor, radio, Internet, and Yellow Pages) include the data necessary to analyze the change in advertising spending among these leading national retailers. Using the data from both 2003 and 2005, the researcher explored three questions: 1. Were there significant changes to the distribution of advertising spending by medium between 2003 and 2005? 2. Are there differences in media mix by industry of the advertiser? 3. Has Internet advertising grown at the expense of other media? After performing the necessary data analysis to answer the first question, the researcher is 95% confident that there was a statistically significant increase in radio and Internet advertising between 2003 and 2005. On the other hand, it was also determined that there was a statistically significant decrease in Yellow Pages advertising. After analyzing the data for the second research question...

Perceptions of advertising in online social networks: In-depth interviews

Hadija, Zeljka
Fonte: Rochester Instituto de Tecnologia Publicador: Rochester Instituto de Tecnologia
Tipo: Tese de Doutorado
EN_US
Relevância na Pesquisa
46.44%
Advertising in online social networks is a major unexplored advertising area. However, interactivity on the Internet shifts the ways in which users perceive advertising, and whether they perceive it at all. This research study focuses on college students, users of online social networks, as main sources of information that helps advertisers understand the ways in which advertisements are perceived online. Through the personal in-depth interviews, using Zaltman Metaphor Elicitation Technique, it has been revealed that only 20% of online social network users notice advertisements while using online social networks. The content found in online social networks inhibits viewing advertisements. This research study does not offer solutions to that problem, but simply states the users’ views.

Online social network member attitude toward online advertising formats

Cox, Shirley
Fonte: Rochester Instituto de Tecnologia Publicador: Rochester Instituto de Tecnologia
Tipo: Tese de Doutorado
EN_US
Relevância na Pesquisa
46.48%
The predicted growth of advertising in online social networks and the cluttered online advertising environment dictates that the advertising industry be concerned about how online social network members view online advertising formats. The question this research seeks to answer is what are the attitudes of online social network members toward online advertising formats in their online social networks? The findings indicate that the leader board, blogs, video, brand page, and brand channel formats are perceived to have the most positive attributes. Pop-ups, expandable and floating ads were perceived to have the most negative attributes. The findings also introduce a new attribute that influences attitude, placement. The research presents several implications for advertisers and identifies areas for future research.

Analysis of written advertising material distributed through community pharmacies in Riyadh, Saudi Arabia

Al-Aqeel,Sinaa AbdulMohsen; Al-Sabhan,Jawza Fahad; Sultan,Noha Yahia
Fonte: Pharmacy Practice (Internet) Publicador: Pharmacy Practice (Internet)
Tipo: info:eu-repo/semantics/article; journal article; info:eu-repo/semantics/publishedVersion Formato: text/html; application/pdf
Publicado em 01/08/2013 ENG
Relevância na Pesquisa
46.2%
Background: Advertising is a crucial component of pharmaceutical industry promotion. Research indicates that information on advertisement materials might be inadequate, inaccurate, biased, and misleading. Objective: To analyse and critically assess the information presented in print pharmaceutical advertisements in Saudi Arabia. Methods: Pharmaceutical advertisements were collected from 280 community pharmacies in Riyadh city, Saudi Arabia. The advertisements were evaluated using criteria derived from the Saudi Food and Drug Authority (SFDA) regulation, the World Health Organization (WHO) ethical medicinal drug promotion criteria, and other principles reported in similar studies. The data were extracted independently by two of the researchers using a standardized assessment form. Results: One hundred eighty five printed advertisements were included in the final sample. Approximately half of the advertisements (n = 94, 51%) were for over-the-counter (OTC) medications, and 71 (38%) were for prescription-only medication. Information such as the name of active ingredients was available in 168 (90.8%) advertisements, therapeutic uses were mentioned in 156 (98.7%) of analysed advertisements. Safety information related to side effects, precautions...