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Journal articles on the topic 'Online advertising ads'

Author: Grafiati

Published: 3 June 2025

Last updated: 31 July 2025

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1

Behboudi, Mehdi, and Hamideh Mokhtari. "Online Advertising." International Journal of Innovation in the Digital Economy 8, no. 3 (2017): 49–64. http://dx.doi.org/10.4018/ijide.2017070104.

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The purpose of this chapter is to provide some insights into advertisements on the Iranian websites. Firstly, in publisher side, is the ethic a matter of fact in accepting Internet advertisements to publish? Second, to provide a preliminary insight into the advertising of pleasant and objectionable products, which one is more? Third, what kind of the involvement (rational or emotional) used more to publish Internet advertisements? In pursuing these goals, the content of 649 ads through 205 websites and 751 ads through 138 weblogs was analyzed. Content analysis was used to verify the data. In o

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Santirianingrum Soebandhi and Bayu Fadian Putra. "Online newspapers and banner Ads." International Journal of Business Ecosystem & Strategy (2687-2293) 5, no. 2 (2023): 94–101. http://dx.doi.org/10.36096/ijbes.v5i2.407.

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Rapid growth in online advertising revenues indicates that World Wide Web advertising is viable as an alternative to traditional media. In this new environment, academics and practitioners acknowledge the importance of establishing credibility and providing informative information in commercials. The current study analyzes the effectiveness of banner advertising and examines the impacts of (1) advertiser credibility and (2) informative advertisement on consumer attitudes toward advertisements and brands advertised on the online newspaper website detik.com. A survey of 104 respondents aged 16-3

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Berlian, Christian Wahyu. "Traffic online ads design through Advertising effectiveness “A case of online banner ads on the Tribun Bali website page”." REVIEW OF MANAGEMENT, ACCOUNTING, AND BUSINESS STUDIES 2, no. 2 (2021): 91–103. http://dx.doi.org/10.38043/revenue.v2i2.4164.

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Advertising has a very important role in achieving a company's goals. Of course, the advertising made by the company must be effective so that the purpose of the advertisement is made to the public and right on target. There are many factors that affect the effectiveness of advertising such as the stimulus of advertising, advertising messages, and advertising media. The purpose of this study is to examine the effect of Advertising Stimulus, Advertising Messages, and Advertising Media on Advertising Effectiveness. The object of this research is the TribunBali website and the number of responden

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Яшин, М. О. "Business promotion with video ads." Экономика и предпринимательство, no. 7(132) (October 11, 2021): 685–87. http://dx.doi.org/10.34925/eip.2021.132.7.120.

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В статье проведено исследование о том, что видеореклама при продвижении бизнеса представляет собой перспективное направление рекламной деятельности. В условиях цифровизации общества онлайн видеореклама становится основным двигателем прогресса в деятельности организации. В настоящее время интерес предпринимателей к видеорекламе в формате онлайн превысил внимание к телевизионной рекламе, которая длительное время лидировала. Сформулированы выводы о преимуществе онлайн видеорекламы для продвижения бизнеса. Исследован пример продвижения видеорекламы в социальной сети Instagram и сформулированы осно

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M., Chorna, Smolnyakova N., Shynkar S., and Petlenko K. "MODERN FEATURES OF THE DEVELOPMENT OF INTERNET ADVERTISING." ECONOMIC STRATEGY AND PROSPECTS OF TRADE AND SERVICES SECTOR DEVELOPMENT 2 (28) (January 8, 2019): 112–22. https://doi.org/10.5281/zenodo.2535420.

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<em>Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Online ads are delivered by an ad server. Examples of online advertising include contextual ads that appear on pages of results search, banner ads, in pay per click text ads, rich media ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam. A newer form of online advertising is Native Ads; they go in a website's news line and are supposed to improve

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Ballard, Andrew O., D. Sunshine Hillygus, and Tobias Konitzer. "Campaigning Online: Web Display Ads in the 2012 Presidential Campaign." PS: Political Science & Politics 49, no. 03 (2016): 414–19. http://dx.doi.org/10.1017/s1049096516000780.

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ABSTRACTAlthough much of what we know about political advertising comes from the study of television advertising alone, online advertising is an increasingly prominent part of political campaigning. Research on other online political communication—especially candidate websites, blogs, and social media—tends to conclude that these communications are aimed primarily at turning existing supporters into campaign donors, activists, and volunteers. Is a similar communication strategy found in online display ads—those ads placed adjacent to website content? In one of the first systematic analyses of

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MOHAMED, BENMANSOUR, and HDOUCH YOUCEF. "EXAMINING MOROCCAN DIGITAL ADVERTISING : INSIGHTS INTO ONLINE POPUP ADS." Seybold Report Journal 18, no. 09 (2023): 1534–47. https://doi.org/10.5281/zenodo.8425765.

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<strong>Abstract </strong> Online advertising has become an integral part of the digital ecosystem, with businesses seeking innovative ways to reach their target audience. One prominent form of online advertising is the use of pop-up ads, which have gained a significant presence on various platforms. In recent years, Moroccan online popup ads on YouTube have witnessed a noticeable surge, captivating users' attention and sparking debates about their impact on the user experience. This article explores the rise of Moroccan popup ads on YouTube, their strategies, the challenges faced by users

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Zhou, Zimeng. "Digital Transformation of Advertising: Trends, Strategies, and Evolving User Preferences in Online Advertising." Highlights in Business, Economics and Management 23 (December 29, 2023): 1224–29. http://dx.doi.org/10.54097/3088d623.

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This study discusses the evolving trends in online advertising, diverse marketing models, and changing user needs. From the early development of the Internet, especially in the early 1990s, to the emergence of numerous advertising formats, online advertising has become an integral part of modern marketing. Different types of online advertisements, such as banner ads, pop-up ads, video ads, native ads, search engine ads, and social media ads, fulfill different needs of advertisers. In addition, the study also explores diverse marketing models for online advertising, including pay-per-click, pay

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Dadakhan, Raimbayev. "ISSUANCE OF ADS ON SITES." THEORETICAL ASPECTS IN THE FORMATION OF PEDAGOGICAL SCIENCES 1, no. 1 (2022): 61–62. https://doi.org/10.5281/zenodo.7030956.

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Watts, Alison. "Fairness and Efficiency in Online Advertising Mechanisms." Games 12, no. 2 (2021): 36. http://dx.doi.org/10.3390/g12020036.

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Online advertising often involves targeting ads to certain types of consumers where ads are commonly sold by generalized second price auctions. However, such an auction or mechanism could be considered unfair if similar consumers are consistently shown different ads or consistently receive different payoffs. Results show that such ascending bid auctions may result in unfair treatment and additionally that uncertainty regarding an ad’s value can result in inefficiency. An alternative way to assign ads to consumers is presented called the random assignment mechanism. Results show that the random

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Zhao, Xiangyu, Changsheng Gu, Haoshenglun Zhang, et al. "DEAR: Deep Reinforcement Learning for Online Advertising Impression in Recommender Systems." Proceedings of the AAAI Conference on Artificial Intelligence 35, no. 1 (2021): 750–58. http://dx.doi.org/10.1609/aaai.v35i1.16156.

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With the recent prevalence of Reinforcement Learning (RL), there have been tremendous interests in utilizing RL for online advertising in recommendation platforms (e.g., e-commerce and news feed sites). However, most RL-based advertising algorithms focus on optimizing ads' revenue while ignoring the possible negative influence of ads on user experience of recommended items (products, articles and videos). Developing an optimal advertising algorithm in recommendations faces immense challenges because interpolating ads improperly or too frequently may decrease user experience, while interpolatin

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Christian, Joshua, Febby Karissa, Boas Handoyo, and Ferdi Antonio. "The Effect of Perceived Ads Personalization Toward Online Impulse Buying Tendency with Mediating and Moderating Variables, Evidence from Indonesian Millennial E-Commerce Customers." KINERJA 25, no. 1 (2021): 103–20. http://dx.doi.org/10.24002/kinerja.v25i1.4357.

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E-commerce business grows over time and has changed retail business behavior all over the world. To expand, e-commerce uses ads personalization to study customer needs and track customer behavior. This study aims to analyze the effect of perceived ads personalization towards online impulse buying tendency. The research model hypothesized the effect of perceived ads personalization towards online impulse buying tendency. The mediating variables in this study are perceived novelty, privacy concerns, advertising value, perceived relevance, creepiness, affective reactance, and attitudes towards ad

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Sadeghpour, Shadi, and Natalija Vlajic. "Ads and Fraud: A Comprehensive Survey of Fraud in Online Advertising." Journal of Cybersecurity and Privacy 1, no. 4 (2021): 804–32. http://dx.doi.org/10.3390/jcp1040039.

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Over the last two decades, we have witnessed a fundamental transformation of the advertising industry, which has been steadily moving away from the traditional advertising mediums, such as television or direct marketing, towards digital-centric and internet-based platforms. Unfortunately, due to its large-scale adoption and significant revenue potential, digital advertising has become a very attractive and frequent target for numerous cybercriminal groups. The goal of this study is to provide a consolidated view of different categories of threats in the online advertising ecosystems. We begin

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Dr., Sunil Kumar Yadav. "Perception of the Youth regarding Personalized Advertisement in Online Games." ESSBC JOURNAL OF BUSINESS STUDIES II, no. I (2024): 57–75. https://doi.org/10.5281/zenodo.13996156.

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<strong>Abstract:</strong> With the advent and use of internet-based platforms, online advertising has become a frequent and reliable method of communicating with and influencing the public. One of the latest and promising of all the newest forms of online advertising is likely in-game advertising (IGA). As the personalization of these advertisements is generated through AI based algorithm, it calculates human decision making with a set of static factors considering a limited time frame. Based on the viewer's online footprint, both the set of factors and time frame changes and a new personaliz

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YULITA, Henilia, Pinckey TRIPUTRA, Udi RUSADI, and Titi WIDANIGSIH. "Ads Avoidance And Attitude Towards Online Advertising Among Net-Generation In Jakarta." International Journal of Environmental, Sustainability, and Social Science 3, no. 3 (2022): 713–28. http://dx.doi.org/10.38142/ijesss.v3i3.278.

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Advertising is a form of non-personal presentation consisting of promoting ideas, goods, and services by certain sponsors and being paid. However, the trend of ad blocker users continues to increase and is expected to penetrate mobile devices. With this ad blocker, the advertisements carried out by the brand will not be able to reach the intended target market. This study examines factors influencing the Internet generation's avoidance of advertising on social media. This type of research is quantitative, taking all net-generation in Jakarta as the population and 490 net-generation as a sample

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Onișor, Lucian-Florin, and Daniela Ioniță. "HOW ADVERTISING AVOIDANCE AFFECTS VISUAL ATTENTION AND MEMORY OF ADVERTISEMENTS." Journal of Business Economics and Management 22, no. 3 (2021): 656–74. http://dx.doi.org/10.3846/jbem.2021.14546.

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Understanding how to more effectively advertise is an important area for practitioners, many of whom are struggling to stay in business. Nowadays, both product and corporate branding are important and given the increase in online advertising, additional research to better understand advertising avoidance is needed. Most advertising avoidance studies to date measure either task attention or attention to advertising. This paper contributes to a more holistic view of attention by examining two distinct online tasks, such as reading information and buying products, and two forms of advertising, su

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Kierian, Nnamdie Udo, Mbuk Mboho, Philomena Effiong Umoren, and Godwill Bassey Essien. "The Influence of Social Media On the Globalization of Body-Shaper Advertisements: A Comparative Study of Online Marketing Strategies." International Journal of International Relations, Media and Mass Communication Studies 9, no. 3 (2023): 30–39. http://dx.doi.org/10.37745/ijirmmcs.15/vol9n33039.

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This study delves into the world of body-shaper advertisements, specifically their globalization through social media in today's advertising landscape. It examines the key elements of these ads and reveals the dynamic strategies employed by brands to engage consumers and enhance brand visibility. By comparing body-shaper ads on social media with traditional advertising methods, the study underscores the transformative impact of social media on advertising practices. Visual and textual aspects of these ads stress the importance of aesthetics, persuasive language, and the use of urgency-inducing

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Ali, Muhammad, Muhammad Yousaf, and Muhammad Taseer Butt. "The Impact of Online Advertisement On Consumer Buying Behaviour." Research Journal for Societal Issues 6, no. 2 (2024): 153–63. http://dx.doi.org/10.56976/rjsi.v6i2.210.

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In today's world, successful businesses have used the Internet to promote their goods and services, and it is estimated that the Internet is the largest direct advertising channel for the global productive center. Customers may now access an endless range of items and services from companies all over the world thanks to the internet, which has reduced the time and effort required to make a purchase. Internet advertising encompasses a wide range of business content organizations that are widely dispersed via video, print, and sound; it can be requested or unintentional, and it includes company

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Pourghassemi, Behnam, Jordan Bonecutter, Zhou Li, and Aparna Chandramowlishwaran. "adPerf." Proceedings of the ACM on Measurement and Analysis of Computing Systems 5, no. 1 (2021): 1–26. http://dx.doi.org/10.1145/3447381.

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Monetizing websites and web apps through online advertising is widespread in the web ecosystem, creating a billion-dollar market. This has led to the emergence of a vast network of tertiary ad providers and ad syndication to facilitate this growing market. Nowadays, the online advertising ecosystem forces publishers to integrate ads from these third-party domains. On the one hand, this raises several privacy and security concerns that are actively being studied in recent years. On the other hand, the ability of today's browsers to load dynamic web pages with complex animations and Javascript h

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Li, Zhi, and De-qing Tan. "Two-Stage Dynamic Pricing and Advertising Strategies for Online Video Services." Discrete Dynamics in Nature and Society 2017 (2017): 1–8. http://dx.doi.org/10.1155/2017/1349315.

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As the demands for online video services increase intensively, the selection of business models has drawn the great attention of online providers. Among them, pay-per-view mode and advertising mode are two important resource modes, where the reasonable fee charge and suitable volume of ads need to be determined. This paper establishes an analytical framework studying the optimal dynamic pricing and advertising strategies for online providers; it shows how the strategies are influenced by the videos available time and the viewers’ emotional factor. We create the two-stage strategy of revenue mo

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UNTARINI, Nindria, Anik Lestari ANDJARWATI, Yessy ARTANTI, Widyastuti WIDYASTUTI, and Monika TIARAWATI. "IMPACT OF HUMOROUS NARRATIVE ONLINE ADVERTISING ON ATTITUDE TOWARD ADVERTISING: THE MODERATING ROLE OF ADs INVOLVEMENT." BUSINESS EXCELLENCE AND MANAGEMENT 12, no. 4 (2022): 76–93. http://dx.doi.org/10.24818/beman/2022.12.4-06.

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Advertising is one way for a business to reach more buyers. Utilizing stories in advertisements as an effective marketing communication tool for engaging audience emotions and building a strong relationship between brands and consumers. Through narrative online advertising, it can reach wider consumers, lower advertising costs, and target specific consumers. The purpose of this study is to empirically examine the effect of humorous narrative online advertising on attitudes to advertising and the moderating role of advertising involvement in the relationship between the two. Using quantitative

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Nivetha, M., R. Santhosh, and L. N. Jayanthi. "COMPARATIVE STUDY OF SOCIAL MEDIA ADVERTISINGVS. TRADITIONAL DIGITAL ADS IN ONLINE SHOPPINGCUSTOMER RETENTION." ASET Journal of Management Science 4, no. 2 (2025): 94–100. https://doi.org/10.47059/ajms/v4i2/11.

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Aim: The research seeks to compare social media marketing and conventional digital advertisements in retaining online shopping customers. It aims to determine whichapproach is more efficient in improving customer engagement and satisfaction. Thestudy will assess the impact of tailored content and engaging advertisements. Moreover, it will evaluate the influence of both advertising methods on brand loyaltyand enduring customer connections. Materials and Methods:This study utilizedaquantitative method to evaluate the effect of social media promotions versus conventional digital advertisements on

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Lobschat, Lara, Ernst C. Osinga, and Werner J. Reinartz. "What Happens Online Stays Online? Segment-Specific Online and Offline Effects of Banner Advertisements." Journal of Marketing Research 54, no. 6 (2017): 901–13. http://dx.doi.org/10.1509/jmr.14.0625.

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Many firms are allocating increasing parts of their advertising budgets to banner advertising. Yet, for firms that predominantly sell offline, existing research provides little guidance on online advertising decisions. In this study, the authors analyze the impact of banner advertising on consumers’ online and offline behavior across multiple distinct campaigns for one focal firm, which predominantly sells through the offline channel. Results suggest that banner and TV advertising increase website visit incidence for consumers who have not visited the focal firm's website in the previous four

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Idemudia, Efosa C. "The Visual-Cognitive Model for Internet Advertising in Online Market Places." International Journal of Online Marketing 4, no. 3 (2014): 31–50. http://dx.doi.org/10.4018/ijom.2014070103.

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Social media and online firms are currently facing severe challenges generating revenue through online banner ads, and for two decades, current studies in the information systems, advertising, and marketing literature have shown that online banner ad click-through rates are decreasing steadily (Idemudia, 2014; Idemudia et al., 2007; Li et al., 2012). To address these issues, the Visual-Cognitive (VC) model has been developed for online market places and Internet advertising. An experiment was conducted in which independent variables such as familiarity of online banner ads, perceived security

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Johnson, Garrett A., Randall A. Lewis, and Elmar I. Nubbemeyer. "Ghost Ads: Improving the Economics of Measuring Online Ad Effectiveness." Journal of Marketing Research 54, no. 6 (2017): 867–84. http://dx.doi.org/10.1509/jmr.15.0297.

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To measure the effects of advertising, marketers must know how consumers would behave had they not seen the ads. The authors develop a methodology they call “ghost ads,” which facilitates this comparison by identifying the control group counterparts of the exposed consumers in a randomized experiment. The authors show that, relative to public service announcement and intent-to-treat A/B tests, ghost ads can reduce the cost of experimentation, improve measurement precision, deliver the relevant strategic baseline, and work with modern ad platforms that optimize ad delivery in real time. The aut

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Phua, Voon Chin, Desirée Ciambrone, and Obed Vazquez. "Advertising Health Status in Male Sex Workers' Online Ads." Journal of Men's Studies 17, no. 3 (2009): 251–58. http://dx.doi.org/10.3149/jms.1703.251.

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Aisyah, Siti. "SIKAP DAN PERILAKU KONSUMEN TERHADAP NATIVE ADVERTISING." AT-TAWASSUTH: Jurnal Ekonomi Islam 5, no. 1 (2020): 204. http://dx.doi.org/10.30829/ajei.v5i1.7948.

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The marketing strategy continues to develop. Internet advertising is commonly referred to as e-marketing. Various e-marketing strategies can be done now, for example online advertising. Advertising that used to be offline is now utilizing the internet. One of the formats for online advertising is native ad. Native advertising is a digital advertising format that is still relatively new for online advertising. This study aims to explain how native advertising is used and see how consumers' attitudes towards evaluating native ads. It is recommended to see more than where the original ad can be e

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Lambrecht, Anja, and Catherine Tucker. "When Does Retargeting Work? Information Specificity in Online Advertising." Journal of Marketing Research 50, no. 5 (2013): 561–76. http://dx.doi.org/10.1509/jmr.11.0503.

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Firms can now offer personalized recommendations to consumers who return to their website, using consumers' previous browsing history on that website. In addition, online advertising has greatly improved in its use of external browsing data to target Internet ads. Dynamic retargeting integrates these two advances by using information from the browsing history on the firm's website to improve advertising content on external websites. When surfing the Internet, consumers who previously viewed products on the firm's website are shown ads with images of those same products. To examine whether this

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Kojongian, Patricia Jeaneth Cyntia, Erna Ngala, and Treesje Imran. "Exploration of Business Actors' Strategies in Utilizing Paid Advertising to Increase Online Sales." Oikonomia : Journal of Management Economics and Accounting 2, no. 3 (2025): 138–49. https://doi.org/10.61942/oikonomia.v2i3.360.

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This research aims to explore the strategies employed by businesses in utilizing paid advertising to increase online sales. Amid the rapid development of technology and the digitalization of commerce, paid advertising has become one of the important elements in digital marketing strategies. Platforms such as Google Ads, Facebook Ads, Instagram Ads, and TikTok Ads allow businesses to reach target markets more specifically, quickly, and measurably. Through a qualitative approach with a case study method, this research analyzes the strategies used by businesses from various sectors, ranging from

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Akintunde, Nelson Oshodi. "Avatar Personalization and User Engagement in Facebook Advertising." World Journal of Advanced Research and Reviews 23, no. 3 (2024): 1212–20. https://doi.org/10.5281/zenodo.14942882.

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As users' online attention spans decrease and they employ various methods to avoid ads, advertisers are increasingly seeking creative strategies to enhance engagement with consumers. This paper aims to investigate the effectiveness of utilizing personalized ads featuring users' avatars, with a focus on Facebook as a case study. To conduct this research, an experiment will be conducted in a laboratory setting with 50 participants from the University of Illinois Urbana-Champaign. These participants will be exposed to various personalized avatar ads to measure their engagement levels, brand recal

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Singh, Sakshi. "IMPACT OF ONLINE ADVERTISING IN MARKETING OF THE PRODUCT." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 05 (2024): 1–5. http://dx.doi.org/10.55041/ijsrem34706.

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In recent years, the landscape of marketing has undergone a profound transformation, largely propelled by the exponential growth of the internet and the emergence of various digital platforms and technologies. Online advertising, encompassing a diverse array of formats such as display ads, social media ads, search engine marketing, video ads, and influencer partnerships, has emerged as a cornerstone of modern marketing strategies. One of the primary drivers behind the rise of online advertising is its unparalleled ability to reach highly targeted audiences with precision and efficiency. Unlike

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Galyna, Kozytska. "Features of the use of "Google Ads" by small and medium businesses." Economics: time realities 3, no. 43 (2019): 31–38. https://doi.org/10.5281/zenodo.3724681.

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The article deals with the peculiarities of functioning of small and medium-sized business entities, including: their advertising activities. The relevance and high popularity of online advertising for small and medium businesses to promote their own products and services is justified. A descriptive description of the pay-per-click advertising network and the benefits and disadvantages that businesses can potentially benefit from are provided. The features of using "Google Ads" functionality are distinguished by small and medium-sized businesses compared to large companies. Recommend

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Franz, Michael M., Erika Franklin Fowler, Travis Ridout, and Meredith Yiran Wang. "The Issue Focus of Online and Television Advertising in the 2016 Presidential Campaign." American Politics Research 48, no. 1 (2019): 175–96. http://dx.doi.org/10.1177/1532673x19875722.

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Theories of campaign issue emphasis were developed in a pre-digital era. How well do these theories explain spending in the current era, when digital media allow for targeting of specific types of voters? In this research, we compare how the 2016 campaigns, both primary and general election, deployed television advertising with how they deployed online advertising. We suggest that, because online messages are targeted to specific viewer profiles much more than television messages, television ads should be more likely to discuss highly salient issues and valance issues than online ads. To test

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Félegyházi, Zsolt. "Facebook hirdetések vizuális hatékonyságának növelése és helyzete az online hirdetések piacán." Acta Carolus Robertus 14, no. 1 (2024): 65–77. http://dx.doi.org/10.33032/acr.4870.

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The results show that Facebook still has an outstanding user base both globally and in Hungary. In terms of advertising, the platform can still achieve outstanding results, but it requires a well-considered, detailed strategy and a good understanding of the possible settings as well as of the target audience. The success of advertising depends on a number of factors, which advertisers need to consider and define individually. There is no doubt that one of the most important elements in advertising is the content itself, which is used to get the message across to the target audience. During a 2

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Lepkowska-White, Elzbieta, Amy Parsons, and Aylin Ceylan. "Cross promotion of web references in print ads." Journal of Research in Interactive Marketing 8, no. 4 (2014): 309–26. http://dx.doi.org/10.1108/jrim-01-2014-0003.

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Purpose – This paper aims to examine whether advertisers attempt to engage consumers with online information presented in print advertisements by investigating whether they respond to consumers’ motives for using advertisements and whether these engagement practices have improved over time. By creating connections among different advertising channels, marketers strive to be more effective in building brand equity, online traffic and sales. Design/methodology/approach – The Uses and Gratification theory is utilized as the framework to content analyze the content and presentation of web referenc

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Gong, Shiyang, Wanqin Wang, and Qian Li. "Marketing communication in the digital age: online ads, online WOM and mobile game adoptions." Nankai Business Review International 10, no. 3 (2019): 382–407. http://dx.doi.org/10.1108/nbri-12-2018-0073.

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Purpose This study aims to explore the interdependent impacts of online word-of-mouth (WOM) and online ads on digital product adoptions, as well as their dynamic changes throughout the product life cycle. Design/methodology/approach This study adopted an empirical approach by using a unique data set of five mobile games launched between 2012 and 2014 provided by Renren Games Ltd. in China. Findings The results indicated that advertising generally has a positive impact on WOM. During the product life cycle, the influence on volume and variance gradually decreases, whereas the impact on valence

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Li, Yan, Ruijuan Wu, Jianxin Liu, and Shanshan Wang. "The Impact of Targeted Online Advertising's Pushing Time on Consumers' Browsing Intention." Journal of Global Information Management 31, no. 1 (2023): 1–17. http://dx.doi.org/10.4018/jgim.319713.

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The development of digital technology enables advertising information to be pushed precisely to suitable consumers, thus achieving advertising targeting. Ad push timing can significantly impact ad click-through rates when advertisers push targeted ads based on consumers' online behavioral data. By conducting two studies, the authors found that pushing targeted ads before a consumer's purchase resulted in higher browsing intention than after purchase. This process is mediated in parallel by the perceived usefulness of ad information and anticipated regret after browsing the ad. When the purchas

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Yang, Zhiguang, Liufang Sang, Haoran Wang, et al. "Parallel Ranking of Ads and Creatives in Real-Time Advertising Systems." Proceedings of the AAAI Conference on Artificial Intelligence 38, no. 8 (2024): 9278–86. http://dx.doi.org/10.1609/aaai.v38i8.28780.

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Creativity is the heart and soul of advertising services. Effective creatives can create a win-win scenario: advertisers each target users and achieve marketing objectives more effectively, users more quickly find products of interest, and platforms generate more advertising revenue. With the advent of AI-Generated Content, advertisers now can produce vast amounts of creative content at a minimal cost. The current challenge lies in how advertising systems can select the most pertinent creative in real-time for each user personally. Existing methods typically perform serial ranking of ads or cr

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Arrate, Aritz, José González-Cabañas, Ángel Cuevas, and Rubén Cuevas. "Malvertising in Facebook: Analysis, Quantification and Solution." Electronics 9, no. 8 (2020): 1332. http://dx.doi.org/10.3390/electronics9081332.

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Online advertising is a wealthy industry that generated more than $100B in 2018 only in the US and delivers billions of ads to Internet users every day with. These impressive numbers have also attracted the attention of malicious players that try to exploit the online advertising ecosystem for their own benefit. In particular, one of the most harmful practices refers to malicious users that act as advertisers to deliver unsafe ads. The goal of these ads is to compromise the security of the users that receive those ads. This practice is referred to as Malvertising. Some reports have estimated t

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Siahaya, Aubrey, and Samuel Tarigan. "The Influence of Social Media, Search Engines, Mobile Ads and Online Display Ads on Brand Awareness of Voucher X Products." Devotion : Journal of Research and Community Service 5, no. 11 (2024): 1331–41. http://dx.doi.org/10.59188/devotion.v5i11.20683.

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This study comprehensively examines the impact of digital marketing strategies on increasing brand awareness of product X vouchers in Indonesia. Employing a quantitative approach and regression analysis, this research reveals that social media and search engines play a highly significant role in enhancing brand visibility and recall among consumers. These findings indicate that marketing efforts focused on social media platforms and search engine optimization (SEO) have successfully reached a broader audience and fostered higher levels of engagement. Conversely, mobile advertising, despite its

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Aribarg, Anocha, and Eric M. Schwartz. "Native Advertising in Online News: Trade-Offs Among Clicks, Brand Recognition, and Website Trustworthiness." Journal of Marketing Research 57, no. 1 (2019): 20–34. http://dx.doi.org/10.1177/0022243719879711.

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Native advertising is a type of online advertising that matches the form and function of the platform on which it appears. In practice, the choice between display and in-feed native advertising presents brand advertisers and online news publishers with conflicting objectives. Advertisers face a trade-off between ad clicks and brand recognition, whereas publishers need to strike a balance between ad clicks and the platform’s trustworthiness. For policy makers, concerns that native advertising confuses customers prompted the U.S. Federal Trade Commission to issue guidelines for disclosing native

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Воробьева, С. А., and М. Ш. Салимов. "Use of contextual and targeted advertising in the activities of the organization." Экономика и предпринимательство, no. 9(122) (October 3, 2020): 763–67. http://dx.doi.org/10.34925/eip.2020.122.9.147.

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В статье рассматриваются одни из ключевых видов интернет-рекламы - контекстная и таргетированная. Проводится анализ инструментов их осуществления - Google Ads, Яндекс Директ, рекламных кабинетов социальных сетей. Рассматриваются аналитические возможности Google Analytics и Яндекс Метрики. Проводится исследование рекламных компаний консалтингового агентства на основе анализа ключевых показателей эффективности интернет-рекламы. The article discusses one of the key types of online advertising - contextual and targeted. The analysis of the tools for their implementation is being carried out - Goog

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Cidre Serrano, Wilmarie, Mary-Margaret Chren, Jack S. Resneck, Nepheli N. Aji, Sherry Pagoto, and Eleni Linos. "Online Advertising for Cancer Prevention: Google Ads and Tanning Beds." JAMA Dermatology 152, no. 1 (2016): 101. http://dx.doi.org/10.1001/jamadermatol.2015.3998.

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Micu, Anca C., and Iryna Pentina. "Examining search as opposed to experience goods when investigating synergies of internet news articles and banner ads." Internet Research 25, no. 3 (2015): 378–98. http://dx.doi.org/10.1108/intr-11-2012-0242.

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Purpose – The purpose of this paper is to examine the applicability of the economics of information-driven product categorization – search vs experience products – when investigating online brand advertising and news synergies. Design/methodology/approach – Randomized controlled post-test experiment with over 400 participants in three treatment groups involving exposures to paid advertising (banner ad-plus-banner ad) and publicity (news article-plus-banner ad and banner ad-plus-news article) for four products. Questionnaire upon web site exit tested differences in brand attitudes among treatme

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Muralidhar, Anand, Sharad Chitlangia, Rajat Agarwal, and Muneeb Ahmed. "Real-Time Detection of Robotic Traffic in Online Advertising." Proceedings of the AAAI Conference on Artificial Intelligence 37, no. 13 (2023): 15551–59. http://dx.doi.org/10.1609/aaai.v37i13.26844.

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Detecting robotic traffic at scale on online ads needs an approach that is scalable, comprehensive, precise, and can rapidly respond to changing traffic patterns. In this paper we describe SLIDR or SLIce-Level Detection of Robots, a real-time deep neural network model trained with weak supervision to identify invalid clicks on online ads. We ensure fairness across different traffic slices by formulating a convex optimization problem that allows SLIDR to achieve optimal performance on individual traffic slices with a budget on overall false positives. SLIDR has been deployed since 2021 and safe

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Amruta, S. S., and S. Charulatha. "Influence of Online Advertising in Formation of Attitudes – A Study with Reference to Indian Consumers." Recent Trends in Androids and IOS Applications 5, no. 2 (2023): 1–8. https://doi.org/10.5281/zenodo.7845327.

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<em>For a long time, scholars have been exploring the efficacy of different advertising mediums. Studies have found that consumer attitude towards advertisements has a direct correlation to its effectiveness. These attitudes are shaped by the individual's beliefs about online advertising and can be estimated using various dimensions of those beliefs. This leads to the concept of advertising value, which functions as a go-between for predicting attitudes. The advertising value model proposed by Ducoffe [11] has been tested in this paper for Indian online advertising. A structured questionna

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Vaidya, Rashesh. "Effectiveness of Nepalese Online Advertisement in Recalling a Product." Journal of Nepalese Business Studies 15, no. 1 (2022): 72–82. http://dx.doi.org/10.3126/jnbs.v15i1.50385.

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Online advertising is becoming more popular because it is easier to access and less expensive. Similar to this, the regulatory limitations on the use of conventional advertising instruments for advertisements in Nepal boosted the popularity of online advertisements. Therefore, a marketer also wants their advertisement to be very efficient at getting customers to remember their products. The goal of the paper is to determine how well Nepalese online advertisements help consumers recall products. The article polled 270 Nepalese customers who have gone through online advertisements. The study dis

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Vadapalani Campus, Ms Mythili R,. "Measuring the advertising value of personalised ads in smartphones based on consumer literacy and privacy concerns." European Economic Letters (EEL) 14, no. 1 (2024): 1840–48. http://dx.doi.org/10.52783/eel.v14i1.1290.

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Because of the widespread use of smartphones in everyday life and advances in data analysis technology, brands are increasingly focusing on advertising via smartphone while collecting customer data. Advertisements are made to reach customers through two types of data collection: the first is using customer online behaviour to show personalised ads, which is known as online behavioural advertising (OBA), and the second is hearing out customer media usage and providing personalised ads, which is known as synced advertising (SA). The question here is whether personalised ads are useful and projec

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Belanche, Daniel, Carlos Flavián, and Alfredo Pérez-Rueda. "Brand recall of skippable vs non-skippable ads in YouTube." Online Information Review 44, no. 3 (2020): 545–62. http://dx.doi.org/10.1108/oir-01-2019-0035.

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Purpose By integrating the evidence of various audience theories, a comparison is made of viewers’ information processing of new interactive video advertising formats (skippable video ads) with traditional, non-skippable formats. The purpose of this paper is to focus on how exposure to a brand name at different moments during online video advertisements influences viewers’ recall. Design/methodology/approach A neuroscientific pre-test supported the selection of an arousing video, and a subsequent pre-test confirmed the scenario validity. Using a broader sample, the main study applied a 3×2 exp

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Nizam, Nurul Zarirah, Johanna Abdullah Jaafar, and Siti Hindun Supaat. "Interactive Online Advertising: The Effectiveness of Marketing Strategy towards Customers Purchase Decision." MATEC Web of Conferences 150 (2018): 05043. http://dx.doi.org/10.1051/matecconf/201815005043.

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A growing of IT industry made many companies used Internet as their mediators on advertising platform to control over the promotion materials and it possess greater reliability and flexibility. Internet also becoming an important stop point for customers in finding their needs and wants. This study has been designed to measures how significant is the online advertising effectiveness in terms of attitude towards ads, ability to recall ads and frequency of clicking ads in explaining purchase decision in Malacca, Malaysia. A series of survey was conducted from 200 respondents and were analyzed qu

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