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Author: Mark Steven Zschocke
Publisher:
ISBN:
Category :
Languages : en
Pages : 94
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Book Description
Television advertising is a billion-dollar industry in the United States. Currently, advertisers place their messages in television programs that are estimated to have a high proportion of their target demographic viewers. The advertising spots are usually purchased months in advance at set list prices or at negotiated prices. Technologies that can place advertisements at the cable box level, instead of the program level, will provide advertisers with the ability to target any demographic group directly and in real-time. This thesis explores the new decision-making required by this new technology and how the television advertisement space can be sold more effectively. In particular, it compares a list price system to a number of new auction models. The structure of the auctions for the new targeted television advertising system is unique and has not been previously studied in the literature. This thesis explores new auction models that can capture these unique features and lead to desirable results for the seller of the advertisement space.
Author: Mark Steven Zschocke
Publisher:
ISBN:
Category :
Languages : en
Pages : 94
Get Book Here
Book Description
Television advertising is a billion-dollar industry in the United States. Currently, advertisers place their messages in television programs that are estimated to have a high proportion of their target demographic viewers. The advertising spots are usually purchased months in advance at set list prices or at negotiated prices. Technologies that can place advertisements at the cable box level, instead of the program level, will provide advertisers with the ability to target any demographic group directly and in real-time. This thesis explores the new decision-making required by this new technology and how the television advertisement space can be sold more effectively. In particular, it compares a list price system to a number of new auction models. The structure of the auctions for the new targeted television advertising system is unique and has not been previously studied in the literature. This thesis explores new auction models that can capture these unique features and lead to desirable results for the seller of the advertisement space.
Author: Charles Warner
Publisher: John Wiley & Sons
ISBN: 1119477468
Category : Social Science
Languages : en
Pages : 576
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Book Description
The must-have resource for media selling in today’s technology-driven environment The revised and updated fifth edition of Media Selling is an essential guide to our technology-driven, programmatic, micro-targeted, mobile, multi-channel media ecosystem. Today, digital advertising has surpassed television as the number-one ad investment platform, and Google and Facebook dominate the digital advertising marketplace. The authors highlight the new sales processes and approaches that will give media salespeople a leg up on the competition in our post-Internet media era. The book explores the automated programmatic buying and selling of digital ad inventory that is disrupting both media buyers and media salespeople. In addition to information on disruptive technologies in media sales, the book explores sales ethics, communication theory and listening, emotional intelligence, creating value, the principles of persuasion, sales stage management guides, and sample in-person, phone, and email sales scripts. Media Selling offers media sellers a customer-first and problem-solving sales approach. The updated fifth edition: Contains insight from digital experts into how 82.5% of digital ad inventory is bought and sold programmatically Reveals how to conduct research on Google Analytics Identifies how media salespeople can offer cross-platform and multi-channel solutions to prospects’ advertising and marketing challenge Includes insights into selling and distribution of podcasts Includes links to downloadable case studies, presentations, and planners on the Media Selling website Includes an extensive Glossary of Digital Advertising terms Written for students in communications, radio-TV, and mass communication, Media Selling is the classic work in the field. The updated edition provides an indispensable tool for learning, training, and mastering sales techniques for digital media.
Author: Andor Goetzendorff
Publisher:
ISBN:
Category :
Languages : en
Pages : 20
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Book Description
Motivated by markets for television advertising time-slots, we introduce a new combinatorial auction format, including a general method for approximating core-selecting payments for hard problems. Given the size and complexity of ad markets in practice, an enumerative XOR bidding language (widely discussed in the literature and used in recent government spectrum auctions) grows too quickly to be practical. We therefore propose a compact bidding language for coverage or demographic reach, and investigate the resulting winner determination (a form of multi-knapsack problem) using numerical experiments. For realistic instances of the problem, very good solutions can be found relatively quickly, though closing the integrality gap to find marginally better solutions or prove optimality can take a prohibitively large amount of time. Our subsequent adaptation of the core-selecting payment technique to this environment of nearly-optimal optimization results is a new, practically viable paradigm by which competitive market outcomes can be achieved despite computational limitations.
Author: Mike Smith
Publisher: AMACOM
ISBN: 0814449018
Category : Business & Economics
Languages : en
Pages : 233
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Book Description
Part history, part guidebook, part prediction for the future,?this book?tells the story of the companies, individuals, and innovations driving the revolution of online ads. Far from the catchy television spots and sleek magazine spreads are the comparatively modest ads that pop up on websites and in Internet searches. But don't be fooled - online advertising is exploding. Growing at a compound annual rate near 20%, it is now the second-largest advertising channel in the United States. Targeted takes listeners behind the scenes - examining the growth of digital advertising, its enormous potential, and the technologies that are changing the game forever. You will also learn about several key aspects such as: keyword micro-markets, ad serving systems, aggregated virtual audiences, new business models, and much more! Leading the way is real-time bidding, which offers advertisers unprecedented precision in targeting ads and measuring their effectiveness.?This book is sweeping in scope and stripped of technical complexity. Targeted is an essential resource for anyone interested in finding and connecting with customers in the vast and shifting Internet universe.
Author: Jordan L. Boyd-Graber
Publisher:
ISBN: 9781680833096
Category : Data mining
Languages : en
Pages : 153
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Book Description
How can a single person understand what's going on in a collection of millions of documents? This is an increasingly common problem: sifting through an organization's e-mails, understanding a decade worth of newspapers, or characterizing a scientific field's research. Topic models are a statistical framework that help users understand large document collections: not just to find individual documents but to understand the general themes present in the collection. This survey describes the recent academic and industrial applications of topic models with the goal of launching a young researcher capable of building their own applications of topic models. In addition to topic models' effective application to traditional problems like information retrieval, visualization, statistical inference, multilingual modeling, and linguistic understanding, this survey also reviews topic models' ability to unlock large text collections for qualitative analysis. We review their successful use by researchers to help understand fiction, non-fiction, scientific publications, and political texts.
Author: Kevin Lee
Publisher: FT Press
ISBN: 0768688930
Category : Business & Economics
Languages : en
Pages : 225
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Book Description
Everything you must know to optimize your search ads, increase your profits, and help customers find exactly what they’re searching for • The truth about the search tax • The truth about competitive and network click fraud • The truth about testing and expansion The Truth About Pay-Per-Click Search Advertising is a valuable resource for Internet marketers at both the tactical and strategic level regardless of company size. While PPC search engine advertising in Google, Yahoo, Microsoft, and other engines looks easy, competing successfully against competitors in a real-time auction for consumer's attention, clicks and dollars is no simple task. There are two kinds of PPC search marketers at the top of the paid placement results: brilliant marketers and irrational clueless amateurs. This book is designed to make sure that the reader becomes one of the brilliant marketers and learns how outmaneuver the competition. This book arms the reader with proven tactics and strategies that ensure success. This book provides concrete, easy-to-grasp concepts, strategies, and tactics designed for both the hands-on search marketer as well as the supervisor focused on strategy. However, a basic understanding of some key search marketing and Internet marketing fundamentals will be helpful, though not essential, to the reader. To empower readers of all levels, the book contains a basic glossary of often-used terms (CPC, CPM, MaxBid, SERP) to ensure accessibility to all readers. Conversely, even the most seasoned paid search marketing professional will learn a great deal from this book. To win in today's SEM PPC auctions and to continue to thrive, marketers need to figure out how to allocate budgets effectively and efficiently. The future of their business may depend on a good understanding of paid search and auction-based keyword-targeted media.
Author: Kinetic319
Publisher: Kinetic319
ISBN:
Category : Business & Economics
Languages : en
Pages : 20
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Book Description
Linear TV advertising is a crucial tool for advertisers, allowing them to obtain more reach and credibility while also allowing businesses to target specific audiences. Despite the benefits, it can be expensive and difficult to measure its effectiveness. As an advertiser, it's important to be able to measure the efficacy of your campaigns at all times. You need to make sure your campaigns are continuing to show growth and aren't remaining stagnant - after all, that's no way to grow a business! Upward momentum is essential if you want to be successful in advertising. The good news is that, with the right knowledge, advertisers can leverage all the benefits of linear TV advertising without the headaches. This eBook will provide marketers with an overview of linear TV ad buying in the United States. It will cover the advantages and disadvantages of the process, what that process actually looks like, and how you can measure the effectiveness of a linear TV ad campaign.
Author: Jianqing Chen
Publisher:
ISBN:
Category : Internet advertising
Languages : en
Pages : 298
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Book Description
Advances in information technology have created radically new business models, most notably the integration of advertising with keyword-based targeting, or "keyword advertising." Keyword advertising has two main variations: advertising based on keywords employed by users in search engines, often known as "sponsored links," and advertising based on keywords embedded in the content users view, often known as "contextual advertising." Keyword advertising providers such as Google and Yahoo! use auctions to allocate advertising slots. This dissertation examines the design of keyword auctions. It consists of three essays. The first essay "Ex-Ante Information and the Design of Keyword Auctions" focuses on how to incorporate available information into auction design. In our keyword auction model, advertisers bid their willingness-to-pay per click on their advertisements, and the advertising provider can weigh advertisers' bids differently and require different minimum bids based on advertisers' click-generating potential. We study the impact and design of such weighting schemes and minimum-bids policies. We find that weighting scheme determines how advertisers with different click-generating potential match in equilibrium. Minimum bids exclude low-valuation advertisers and at the same time may distort the equilibrium matching. The efficient design of keyword auctions requires weighting advertisers' bids by their expected click-through-rates, and requires the same minimum weighted bids. The revenue-maximizing weighting scheme may or may not favor advertisers with low click-generating potential. The revenue-maximizing minimum-bid policy differs from those prescribed in the standard auction design literature. Keyword auctions that employ the revenue-maximizing weighting scheme and differentiated minimum bid policy can generate higher revenue than standard fixed-payment auctions. The dynamics of bidders' performance is examined in the second essay, "Keyword Auctions, Unit-price Contracts, and the Role of Commitment." We extend earlier static models by allowing bidders with lower performance levels to improve their performance at a certain cost. We examine the impact of the weighting scheme on overall bidder performance, the auction efficiency, and the auctioneer's revenue, and derive the revenue-maximizing and efficient policy accordingly. Moreover, the possible upgrade in bidders' performance levels gives the auctioneer an incentive to modify the auction rules over time, as is confirmed by the practice of Yahoo! And Google. We thus compare the auctioneer's revenue-maximizing policies when she is fully committed to the auction rule and when not, and show that she should give less preferential treatment to low-performance advertisers when she is fully committed. In the third essay, "How to Slice the Pie? Optimal Share Structure Design in Keyword Auctions," we study the design of share structures in keyword auctions. Auctions for keyword advertising resources can be viewed as share auctions in which the highest bidder gets the largest share, the second highest bidder gets the second largest share, and so on. A share structure problem arises in such a setting regarding how much resources to set aside for the highest bidder, for the second highest bidder, etc. We address this problem under a general specification and derive implications on how the optimal share structure should change with bidders' price elasticity of demand for exposure, their valuation distribution, total resources, and minimum bids.
Author: Great Britain: Parliament: House of Lords: Select Committee on Communications
Publisher: The Stationery Office
ISBN: 9780108473104
Category : Business & Economics
Languages : en
Pages : 294
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Book Description
This report from the Select Committee on Communications calls for a reduction in the time allowed for advertisements on commercial broadcasting channels. Existing regulation of the market is no longer relevant in the digital age and doesn't serve the best interests of viewers. The Code on Scheduling of Television Advertising should be harmonised to level the playing field between public service and commercial broadcasters when Digital Switchover happens in 2012. It is the Committee's view that a reduction in the quantity of advertising airtime that broadcasters are allowed to sell would greatly improve the viewer experience and would be fairer to the public service broadcasters - ITV 1, Channel 4 and Channel 5 - who are limited more than all other commercial channels at the moment. All channels should be allowed an average of 7 minutes per hour, appropriate peak time maximum to be determined after research from Ofcom. The Committee has also looked at specific regulations which affect ITV 1, known as the Contract Rights Renewal undertakings. These undertakings should be removed as long as they are replaced with binding undertakings from ITV plc to invest an appropriate proportion of any additional revenues from advertising in creating UK originated programming and training. The Committee is calling on ITV's bosses to deliver on the commitments they have made to the Committee - to increase its investment on quality, UK originated programming in return for the removal of CRR and also to invest in training within the industry.
Author: National Auctioneers Association (U.S.)
Publisher: Penguin
ISBN: 9781592576418
Category : Business & Economics
Languages : en
Pages : 340
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Book Description
A $227.5 billion enterprise around the world, live auctions feature everything from cars to homes, fine art to coal. The only book of its kind, this guide will show how lucrative, fast-paced, and exciting this business is. It covers rules, lingo, setting up an auction, hiring professional auctioneers, and how the most popular auctions work.Expert author team- a veteran business author and the National Association for AuctioneersDetailed run-down of every aspect of live auctionsResource section with auction house listings
