Joint Optimization of Multiple Performance Metrics in Online Video Advertising

Geyik, Sahin Cem; Faleev, Sergey V.; Shen, Jianqiang; O’Donnell, Sean; Kolay, Santanu

doi:10.1145/2939672.2939724

Cited by 18 publications

(3 citation statements)

References 23 publications

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“…The creative marketing company made several changes in the presentation of the ad spots during predetermined optimization periods using standard industry practices. It is common to use this “on the fly” approach without a defined feedback loop or set evaluation metrics [ 45 ]. These changes were made rapidly, precluding objective evaluation of each (eg, headline or introductory text) in this pilot.…”

Section: Discussionmentioning

confidence: 99%

Using Social Media for the Prevention of Pediatric Burn Injuries: Pilot Design and Usability Study

et al. 2021

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Background Most pediatric burn injuries are preventable. Social media is an effective method for delivering large-scale messaging and may be useful for injury prevention in this domain. Objective This study evaluates the feasibility of creating a social media campaign for pediatric burn injury prevention. Methods Ad spots containing a headline, short introduction, and video were created and posted on Facebook and Instagram over 4 months. Ad spots were targeted to parents and caregivers of children in our region with the highest number of burn injuries. We assessed the impact of each ad set using ThruPlays, reach, and video plays. Results We created 55 ad spots, with an average length of 24.1 (range 10-44) seconds. We reached 26,496 people during the campaign. The total ThruPlays of the 55 ad spots were 14,460 at US $0.19 per ThruPlay. Ad spots related to home safety had a significantly higher daily ThruPlay rate than those related to fire safety (6.5 vs 0.5 per day; P<.001). Conclusions Social media is a feasible modality for delivering public health messages focused on preventing pediatric burn injuries. Engagement with these ads is influenced by ad presentation and the focus of the underlying injury prevention message.

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Section: Discussionmentioning

confidence: 99%

Using Social Media for the Prevention of Pediatric Burn Injuries: Pilot Design and Usability Study

et al. 2021

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“…Concurrently Goodrich et al, (2015) content that the length, quality informational content, interactivity and social sharing as measures of video marketing. Further, Geyik et al, (2016) indicavted social sharing and quality information has statistical significance influence on performance.…”

Section: Conceptual Literature Reviewmentioning

confidence: 98%

Moderating Effect of Firm Characteristics on the Relationship Between Video Online Marketing and Market Performance of Registered Tours and Travel Agencies in Nairobi City County, Kenya

2022

EJBM

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Today's marketing is critical for tours and travel agencies to raise awareness of their products. Video marketing has grown in popularity as a result of widespread internet distribution. While many of these videos were created purely for entertainment purposes, others have served as the fundamental building blocks of serious corporate marketing campaigns. Currently, eighty-seven percent of online marketers use online video content as their marketing strategies. However, the market performance of tours and travel agencies in Nairobi city county exhibits a downward trend, necessitating adoption of online video marketing to enhance transparency. This study specifically investigated the effect of online video marketing on market performance, it also established the moderating effect of firm characteristics on the relationship between online video marketing and market performance of registered tours and travel agencies in Nairobi city county, Kenya. The study adopted a positivist philosophy. Both descriptive and explanatory research designs was used. A self-administered semi-structured questionnaire was used to collect primary data a sample of one hundred and seventy-nine were used. The study instrument's validity and reliability were tested and they were reliable. Data analysis included the development and interpretation of both descriptive and inferential statistics, such as frequencies, mean, percentages, and standard deviation, and was presented using tables, and numerical values. The results of regression analysis established that online video marketing had a positive and significant effect on market performance, and Firm characteristics had a positive moderation effect on the relationship between online video marketing and market performance of the registered tours and travel agencies in Nairobi city county, Kenya. However, the tours and travel agencies should focus more on the key characteristics of these online video content, which ultimately made reference to the purchase process and is open to the potential business outcome.

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“…Less related works concern daily budget optimization (Xu et al 2015;Italia et al 2017), bidding strategies in display advertising (Wang, Zhang, and Yuan 2016;Weinan et al 2016;Zhang, Yuan, and Wang 2014;Lee, Jalali, and Dasdan 2013) and video advertising (Geyik et al 2016). Finally, some works deal with the attribution problem of the conversions in display advertising (Geyik, A-Saxena, and Dasdan 2014;Kireyev, Pauwels, and Gupta 2016).…”

Section: Introductionmentioning

confidence: 99%

A Combinatorial-Bandit Algorithm for the Online Joint Bid/Budget Optimization of Pay-per-Click Advertising Campaigns

Nuara

Trovò

Gatti

et al. 2018

AAAI

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Pay-per-click advertising includes various formats (e.g., search, contextual, and social) with a total investment of more than 140 billion USD per year. An advertising campaign is composed of some subcampaigns-each with a different ad-and a cumulative daily budget. The allocation of the ads is ruled exploiting auction mechanisms. In this paper, we propose, for the first time to the best of our knowledge, an algorithm for the online joint bid/budget optimization of pay-per-click multi-channel advertising campaigns. We formulate the optimization problem as a combinatorial bandit problem, in which we use Gaussian Processes to estimate stochastic functions, Bayesian bandit techniques to address the exploration/exploitation problem, and a dynamic programming technique to solve a variation of the Multiple-Choice Knapsack problem. We experimentally evaluate our algorithm both in simulation-using a synthetic setting generated from real data from Yahoo!-and in a real-world application over an advertising period of two months.

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Joint Optimization of Multiple Performance Metrics in Online Video Advertising

Cited by 18 publications

References 23 publications

Using Social Media for the Prevention of Pediatric Burn Injuries: Pilot Design and Usability Study

Using Social Media for the Prevention of Pediatric Burn Injuries: Pilot Design and Usability Study

Moderating Effect of Firm Characteristics on the Relationship Between Video Online Marketing and Market Performance of Registered Tours and Travel Agencies in Nairobi City County, Kenya

A Combinatorial-Bandit Algorithm for the Online Joint Bid/Budget Optimization of Pay-per-Click Advertising Campaigns

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