Competitive advertising strategies for programmatic television
نویسندگان
چکیده
منابع مشابه
Regulation of television advertising
Regulation of television advertising typically covers both the time devoted to commercials and restrictions on the commodities or services that can be publicized to various audiences (stricter laws often apply to children’s programming). Time restrictions (advertising caps) may improve welfare when advertising is overprovided in the market system. Even then, such caps may reduce the diversity o...
متن کاملFeedback Competitive Advertising Strategies with a General Objective Function
We introduce a general objective function, which incorporates competitive situations, such as conservative, punitive, and predatory advertising. Linking together the particular situations into a twoparameter family of max–min problems, and using the Lanchester model to describe the dynamics of the market, a bilinear-quadratic differential game is obtained. For this game, we find saddle-point fe...
متن کاملPosted price programmatic guarantee in display advertising
This paper presents a revenue maximisation model for sales channel allocation based on dynamic programming. It helps the media seller to determine how to distribute the sales volume of page views between guaranteed and nonguaranteed channels for display advertising. The model can algorithmically allocate and price the future page views via standardised guaranteed contracts in addition to real-t...
متن کاملTelevision Advertising and Online Shopping
Media multitasking competes with television advertising for consumers’ attention, but it also may facilitate immediate and measurable response to some advertisements. This paper explores whether and how television advertising influences online shopping. We construct a massive dataset spanning $3.4 billion in spending by 20 brands, measures of brands’ website traffic and transactions, and ad con...
متن کاملTelevision Advertising and Online Search
D a 20-year trend toward integrated marketing communications, advertisers seldom coordinate television and search advertising campaigns. We find that television advertising for financial services brands increases both the number of related Google searches and searchers’ tendency to use branded keywords in place of generic keywords. The elasticity of a brand’s total searches with respect to its ...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
ژورنال
عنوان ژورنال: Journal of the Academy of Marketing Science
سال: 2019
ISSN: 0092-0703,1552-7824
DOI: 10.1007/s11747-019-00691-5