Computational Advertising: A Paradigm Shift for Advertising and Marketing?

Yang, Yanwu; Yang, Yiren; Jansen, Bernard J.; Lalmas, Mounia

doi:10.1109/mis.2017.58

Cited by 51 publications

(39 citation statements)

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“…Advertisers should design ads highlighting expected values (e.g., entertainment value, functional value, and social value) for potential consumers, and create word-of-mouth (WOM) effects ( Choi and Lee, 2015 ). In the meanwhile, ads should be designed and delivered aligning with themes of an online community to enhance the “best match” (e.g., ad relevance) between a specific user in a specific context and a suitable advertisement ( Yang et al, 2017b ).…”

Section: Conclusion and Discussionmentioning

confidence: 99%

How Social Communications Influence Advertising Perception and Response in Online Communities?

et al. 2017

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This research aims to explore how social communications of online communities affect users’ perception and responses toward social media advertising. We developed a conceptual model based on the SBT, encapsulating 9 constructs and 10 hypothesis extracted from the extant social media advertising literature. Our research outcome proves that social communications can effectively boost users’ behaviors to be in accordance with an online social community, thus facilitate their acceptance and responses toward social media advertising, with users’ group intention as an intervening factor. From an operational standpoint, it’s an effective way to build and maintain social bonds between users and the community by boosting social communications, supporting fluent interpersonal communications. In addition, managers of an online community should elaborate on users’ group intentions to increase users’ advertising acceptance and response.

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Section: Conclusion and Discussionmentioning

confidence: 99%

How Social Communications Influence Advertising Perception and Response in Online Communities?

et al. 2017

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“…Programmatic advertising has largely been developed outside of the academic advertising community, leaving this field to tech companies and computer scientists, which created a disciplinary gap between them and advertising and marketing scientists (Yang et al 2017). The two communities should interact to, on the one hand, leverage prior advertising theories and models, and on the other, improve the analytical models.…”

Section: Implications For the Advertising Fieldmentioning

confidence: 99%

Understanding programmatic TV advertising

Malthouse

Masłowska

Franks

2018

International Journal of Advertising

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Television is undergoing tremendous technological developments, which will enable marketers to direct commercial messages to more specific audiences at the individual and/or household level. Traditional ways of buying TV advertising are being challenged by the programmatic approach, which originated with search and display ads, and uses data and technology and real-time auctions to automate transactions between buyers and sellers. We discuss the changes to TV that enable the rise of programmatic models and propose that its future success depends on the coordination and availability of three factors, abbreviated DAD: distribution, ad inventory and data. We also elaborate on the effects of media context and how the TV program environment matters for advertising effectiveness. Finally, we discuss the future of TV advertising and related research needs.

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“…The way advertisers reach their consumers is evolving at lightning speed and consumers are moving away from traditional channels and platforms to digital media ecosystems. For an industry that requires the attention and interaction of consumers, it is essential to understand the consumer behavior and the complexities of the target audience [2]. Sentiment Analysis, opinion mining and emotion understanding are an interdisciplinary multimodal field of study gathering between neuroscience [3]- [7], and computer science and artificial intelligence [8]- [10] that analyzes people's attitudes, appraisals, evaluations, sentiments, opinions, and emotions to entities such as organizations, services, products, individuals, issues, events topics and their attributes [11].…”

Section: Introductionmentioning

confidence: 99%

Opinion Mining, Sentiment Analysis and Emotion Understanding in Advertising: A Bibliometric Analysis

et al. 2020

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In the last decade, the advertising industry has experienced a quantum leap, powered by recent advances in neuroscience, a large investment in artificial intelligence, and a high degree of consumer expertise. Within this context, opinion mining, sentiment analysis, and emotion understanding bring us closer to one of the most sought-after objectives of advertising: to offer relevant ads at scale. The importance of studies about opinion mining, sentiment analysis, and emotion understanding in advertising has been rising exponentially over the last years. The peak of this new situation has been the interest of the research community in studying the relationship between such innovations and the spread of smart and contextual advertising. This article analyzes those works that address the relationship between sentiment analysis, opinion mining, and emotion understanding in advertising. The main objective is to clarify the current state of these studies, explore issues, methods, findings, themes, and gaps as well as to define their significance within the current convergence advertising research scenario. To reach such objectives, a bibliometric analysis was conducted, retrieving and analyzing 919 research works published between 2010 and 2019 based on results from Web of Science (WoS).

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Computational Advertising: A Paradigm Shift for Advertising and Marketing?

Cited by 51 publications

References 0 publications

How Social Communications Influence Advertising Perception and Response in Online Communities?

How Social Communications Influence Advertising Perception and Response in Online Communities?

Understanding programmatic TV advertising

Opinion Mining, Sentiment Analysis and Emotion Understanding in Advertising: A Bibliometric Analysis

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