Advertising in streaming video: An integrative literature review and research agenda
Streaming video (SV), such as YouTube, is a new media widely used nowadays.
Nevertheless, there is a lack of knowledge about advertising in SV. In view of this, through a …
Nevertheless, there is a lack of knowledge about advertising in SV. In view of this, through a …
Personalizing Ad Load to Optimize Subscription and Ad Revenues: Product Strategies Constructed from Experiments on Pandora
The role of advertising as an implicit price has long been recognized in economics and
marketing, yet the effects of personalizing these implicit prices on firm profits and consumer …
marketing, yet the effects of personalizing these implicit prices on firm profits and consumer …
Video ecommerce++: Toward large scale online video advertising
The prevalence of online videos provides an opportunity for e-commerce companies to
recommend their products in videos. In this paper, we propose an online video advertising …
recommend their products in videos. In this paper, we propose an online video advertising …
How viewer tuning, presence, and attention respond to ad content and predict brand search lift
M McGranaghan, J Liaukonyte… - Marketing …, 2022 - pubsonline.informs.org
New technology measures TV viewer tuning, presence, and attention, enabling the first
distinctions between TV ad viewability and actual ad viewing. We compare new and …
distinctions between TV ad viewability and actual ad viewing. We compare new and …
Video ecommerce: Towards online video advertising
The prevalence of online videos provides an opportunity for e-commerce companies to
exhibit their product ads in videos by recommendation. In this paper, we propose an …
exhibit their product ads in videos by recommendation. In this paper, we propose an …
Optimizing user engagement through adaptive ad sequencing
O Rafieian - Marketing Science, 2023 - pubsonline.informs.org
In this paper, we propose a unified dynamic framework for adaptive ad sequencing that
optimizes user engagement with ads. Our framework comprises three components:(1) a …
optimizes user engagement with ads. Our framework comprises three components:(1) a …
[图书][B] Personalized versioning: Product strategies constructed from experiments on pandora
A Goli - 2020 - search.proquest.com
The role of advertising as an" implicit price" has long been recognized by economists and
marketers. However, the impact of personalizing implicit prices on firm profits and consumer …
marketers. However, the impact of personalizing implicit prices on firm profits and consumer …
How much does ad sequence matter? Economic implications of consumer zapping and the zapping-induced externality in the television advertising market
Y Shi, JB Kim, Y Zhao - Journal of Advertising, 2023 - Taylor & Francis
It is well documented that TV viewers avoid advertisements by switching channels during
commercial breaks (“zapping”). Ads with lower audience retention ability lead to more …
commercial breaks (“zapping”). Ads with lower audience retention ability lead to more …
[PDF][PDF] Revenue-optimal dynamic auctions for adaptive ad sequencing
O Rafieian - 2020 - omidraf.github.io
Digital publishers often use real-time auctions to allocate their advertising inventory. These
auctions are designed with the assumption that advertising exposures within a user's …
auctions are designed with the assumption that advertising exposures within a user's …
When to target customers? retention management using dynamic off-policy policy learning
We examine how to learn personalized customer retention strategies when customers'
intentions to purchase evolve over time. Working with a Japanese online platform, we first …
intentions to purchase evolve over time. Working with a Japanese online platform, we first …