Advertising Platform Research Articles

Sorting in the used-car market after the Volkswagen emission scandal

The disclosure of the VW emission manipulation scandal caused a quasi-experimental market shock to the observable environmental quality of VW diesel vehicles. To investigate the impact of environmental quality on the market, we collect data from a used-car online advertisement platform. We find that the supply of used VW diesel vehicles increases after the VW emission scandal. The positive supply effects increase with the probability of manipulation. Furthermore, we find negative impacts on the asking prices of used cars subject to a high probability of manipulation. We rationalize these findings with a model for sorting by the environmental quality of used cars.

Data-Driven Elections in Canada: What We Might Expect in the 2019 Federal Election Campaign?

This paper reviews the role that voter analytics played in the 2019 federal election campaign in Canada. It reviews the database campaign and the operation of the federal parties' voter relationship management systems. It analyses the use of mobile devices for smart campaigning. It surveys the various companies which operated for the major parties. And it analyzes the role played by Facebook as a platform for political advertising.

Proliferating Predation: Reverse Redlining, the Digital Proliferation of Inferior Social Welfare Products, and How to Stop it

Society is waking up to surveillance capitalism, the influence of digital advertising platforms on democracy, and discriminatory algorithms. However, academics have yet to emphasize the civil rights and consumer harm that results from ad-targeting for inferior and harmful versions of essential consumer goods and services. This Article aims to fill that gap. It analyzes how reverse redlining — predatory and discriminatory targeting for harmful products — occurs through segmentation, targeting, and ad-delivery. Providers of inferior social welfare products leverage these tools to manipulate low-income people and consumers of color to buy their products at a staggering efficiency and scale. The advertising platforms often play a role in reverse redlining through the process of optimizing the delivery of advertisements for particular audiences and amplifying advertisers’ message through look-alike tools. Using the for-profit education industry as a case study, this Article decodes the technology, considers legal challenges to the harms that result, and proposes strengthening civil rights and consumer protections. For-profit education offers a paradigmatic example of an inferior social welfare product, because its higher price points and worse outcomes indicate that for-profit colleges and universities (“FPCUs”) can hardly compete for students without manipulative advertising. This Article offers new evidence of the ways for-profit universities identify consumers, leverage advertising platforms to find those consumers, and manipulate them to purchase a poor product, harming hundreds of thousands of consumers. Civil rights, consumer protection, and privacy laws each offer avenues to redress the harms that result, but a patchwork legal regime built in a different era makes redress difficult. In conclusion, the article builds on the foundation of civil rights protections for social welfare products like housing, employment services, and credit to propose new laws to limit the reverse redlining of predatory products. Specifically, it recommends banning targeting, amplification, and ad-delivery optimization, increased transparency, clarified platform liability, and an updated civil rights regime. This social welfare product approach is designed to address First Amendment concerns and to be narrowly tailored to allow for beneficial uses of the technology.

Managing marketing communications

PurposeThis study aims to focus on customer-initiated contact (CIC) discourse on Facebook brand pages. It concentrates on how brands manage CIC on Facebook when customers are more concerned with brand communications than product-related issues, price or distribution. A research framework from the perspective of consumer-initiated touch-point communication model is proposed.Design/methodology/approachTwo case studies of Israeli TV ads are examined. Discourse between customers and brands on the Facebook pages of the latter are analyzed. Research was conducted in three phases: data collection, quantitative content analysis and thematic analysis.FindingsIt was demonstrated that customers use Facebook as a discourse platform for TV commercial brand advertising. However, brands are not always prepared to engage in online CIC involving advertising issues. The reply rate is moderate and the reply manner is not consistent, tending to be characterized as “official and dismissive.”Research limitations/implicationsData collection used a sample of two case studies. However, they generated rich findings, enough to support the purpose of the study.Originality/valueThis paper expands the contemporary CIC point of view and adds an integrated marketing communications (IMC) perspective. It extends the perception of CIC from product-level customer service to brand-level discourse. Finally, it fills the research gap by using a research tool based on consumer-initiated touch-point communication model. Theoretical and practical implications are presented.

Design of a high-tech vending machine

Imagine, paying and placing an order in a food outlet only to wait for an extra twenty to thirty minutes to get the ordered products. How tiring. This is the current situation in different food outlets and shops. What if we could save time by 75% to 83% and get an order in five minutes or less? This can be achieved by the design and development of a fully fletched high–tech vending machine. Current vending machine owners are facing challenges from hacking and vandalism. The aim of this paper is to design a high-tech vending machine that can dispense a variety of products at the same time. The machine uses fingerprint sensors and other high technological features for security and user-friendliness. The security system which uses biometrics for opening and closing doors was interrogated and used. An advertising platform was developed using HTML, JavaScript and CSS to cater for different products on offer. The alarm system is interfaced with a servo motor and a buzzer for providing added security. Sublime Text was used for creating a website and XAMPP was used for port forwarding. The result is a fully fletched vending machine that can safely vend about fifteen products or more all housed in a robust cabin.

Understanding the Effect of Incentivized Advertising along the Conversion Funnel

In an effort to combat ad annoyance in mobile apps, publishers have introduced a new ad format called “Incentivized Advertising” or “Rewarded Advertising”, whereby users receive rewards in exchange for watching ads. There is much debate in the industry regarding its’ effectiveness. On the one hand, incentivized advertising is less intrusive and annoying, but on the other hand, users might be more interested in the rewards rather than the ad content. Using a large dataset of 1 million impressions from a mobile advertising platform, and in three separate quasi-experimental approaches, we find that incentivized advertising leads to lower users’ click-through rates, but a higher overall install rate of the advertised app. In the second part, we study the mechanism of how incentivized advertising affects users’ behavior. We test the hypothesis that incentivized advertising causes a temptation effect, whereby users prefer to collect and enjoy their rewards immediately, instead of pursuing the ads. We find the temptation effect is stronger when (i) users have to wait longer before receiving the rewards and when (ii) the value of the reward is relatively larger. We further find support that incentivized advertising has a positive effect of reducing ad annoyance – an effect that is stronger for small-screen mobile devices, where advertising is more annoying. Finally, we take the publisher’s perspective and quantify the overall effect on ad revenue. Our difference-in-differences estimates suggest switching to incentivized advertising would increase the publisher’s revenue by $3.10 per 1,000 impressions.

Audience Engagement and Decision-Making through Augmented Reality Technology in Advertising: A Systematic Research

The effect of globalization and technological advancements has transformed the manner in which individuals connect and associate inside social norms. In line with this, worldwide advertising industry has moved to digital advertising for effective outreach target audience. Along these lines, to keep pace with the fourth industrial revolution era, prior researchers asserted the importance of novel approach advertisers incorporating virtual and reality worlds like augmented reality (AR) technology as an alternative advertisement platform. In addition, information pertaining to augmented reality advertising consumer behavior are still scarce and this warrants a systematic literature review in order to answer the following questions: (1) What were the main applications involved and describe the way they have change over time? (2) What methodologies have been employed in augmented reality advertising research? (3) What are the variables or theme utilised in augmented reality advertising research? (4) For future direction guide, what are the critical issues identified in augmented reality advertising? The study is a systematic review of publications published over a tenyear period spanning from 2010 to 2019. As conclusion, in order to keep pace with the advent of industrial revolution 4.0, further research must be done since AR technology employment in advertising is still at its infancy especially the adoption of AR in the developing countries.

Constructing a control system using a time–state control form for a fish-type balloon robot

A fish-type balloon robot (FBR) is a biomimetic robot that introduces twisting and pectoral fin motions into an airship robot. The FBR can move back and forth, right and left, and up and down using the twisting and pectoral fin motions. The FBR can propel itself without using a propeller; therefore, it does not injure people during accidental collisions. From this perspective, the FBR can be considered very safe. Therefore, the FBR can be used as a monitoring satellite and an advertising platform. In this paper, we construct an automatic control system for such practical FBR applications. The FBR cannot skid sideways; therefore, it can be considered a robot with nonholonomic constrains, based on the Brockett’s study. In this research, we apply control using a time–state control form. The outline of this control method is as follows. First, we converted the FBR motion model into a time–state control form using a time state and a state control unit. Second, we constructed a feedback control system that stabilized the state control unit. Third, we measured the propulsion characteristics of the FBR using the pectoral fin motion, which is necessary for controlling the FBR’s motion using the time–state control form and for analyzing the measurement results. In addition, we varied the pectoral fin motion to simulate how the FBR’s propulsion and turning angular velocities become similar. Finally, based on the measurement results, we constructed and executed a simulated control system.

A Novel Feature Engineering Framework in Digital Advertising Platform

A Novel Feature Engineering Framework in Digital Advertising Platform

A Novel Feature Engineering Framework in Digital Advertising Platform

A Novel Feature Engineering Framework in Digital Advertising Platform

Реклама в интернете, как маркетинговый инструмент в сфере взаимодействия клиентов и продавцов

In this article the author outlines that in the age of information technologies, the sphere of interaction between customers and sellers has moved to the Internet. Every day 5 billion people on the planet enter the network. In this regard, in recent years, advertising on the Internet has become increasingly popular. The author of the article points out various types of advertising. The author comes to a conclusion that modern business structures and private entrepreneurs actively use social networks to promote their products and services, because social networks are an ideal advertising platform.

E-commerce Advertising: Does the Traditional Advertising Elements Still Relevant?

The substantial growth of beauty products’ demand from both domestic and export markets has made beauty product become one of the important sectors of economy in Malaysia. On top of continuously introducing new beauty product to the marketplace, advertising of new beauty products is another important mechanize to ensure new product success in the competitive business environment. Recently, e-commerce of beauty product is emerging rapidly in the local marketplace. E-commerce serves as the platform for both online advertising (or namely e-commerce advertising) and online purchase. In addition, the success of e-commerce (which commonly measure in term of customers purchase intention) is very much dependent on the elements of e-commerce advertising. As such the aim for this study is to assess does the traditional advertising elements still stay relevant to e-commerce advertising of beauty product. In conjunction with this, the study explores the relationship between e-commerce advertising elements (which are medium credibility, entertaining celebrities association, quality features of product, advertising frequency, brand image and informativeness) and consumers’ online purchase intention of beauty products in Malaysia. The study is quantitative based, data was collected from 260 females between age of 18 to 25 years. Preliminary data analysis was done to assess the normality and reliability of the data, followed by analysis of correlation via Pearson correlation test. Analysis result from Person correlation suggested within the scope of the population under study, three traditional advertising elements still stay relevant to e-commerce advertising of beauty product, which are brand image, quality features of the product and informativeness of advertising.

Demographic Differentials in Facebook Usage around the World

We use data from the Facebook Advertisement Platform to study patterns of demographic disparities in usage of Facebook across countries. We address three main questions: (1) How does Facebook usage differ by age and by gender around the world? (2) How does the size of friendship networks vary by age and by gender? (3) What are the demographic characteristics of specific subgroups of Facebook users? We find that in countries in North America and northern Europe, patterns of Facebook usage differ little between older people and younger adults. In Asian countries, which have high levels of gender inequality, differences in Facebook adoption by gender disappear at older ages, possibly as a result of selectivity. We also observe that across countries, women tend to have larger networks of close friends than men, and that female users who are living away from their hometown are more likely to engage in Facebook use than their male counterparts, regardless of their region and age group. Our findings contextualize recent research on gender gaps in online usage, and offer new insights into some of the nuances of demographic differentials in the adoption and the use of digital technologies.

Does Social Media Advertising Features Matter An Investigation of Consumer Purchase Intention

Social media is continuously used as a platform for marketing and advertising. Firms have spent a lot of seasons, cash and property on Social media ads. However, it is all the time stimulating how Firms can prepare Social media advertising to fortunately engage and inspire a consumer to purchase their brands. The purpose of this research is consequently to describe and check the key elements of Social media advertising that force anticipate the buy intention. The theoretical model was expected on the foundation of three factors from the expansion of the Unified Theory Acceptance and Use of Technology (UTAUT2) (Performance expectancy, Hedonic motivation and Habit) along with Interactivity, Informativeness and Perceived relevance. The data was composed using a questionnaire survey of 260 participants. The most important results of structural equation modelling (SEM) mainly sustained the validity of the current model and the significant impact of Performance expectancy, Hedonic motivation and Interactivity, Informativeness, and Perceived relevance on purchase intentions. Confidently, this study will produce a set of theoretical and practical instruction on how marketers can successfully plan and apply their ads through Social media platforms.

Instagram Stories versus Facebook Wall: an advertising effectiveness analysis

Purpose This paper aims to investigate advertising effectiveness in Instagram and Facebook, the two most important social media platforms. It helps to understand which should be chosen depending on the target audience of the campaign. Design/methodology/approach The study examines advertising effectiveness in these social media in terms of ad attitude, ad intrusiveness and loyalty intentions. An online survey was conducted with 303 social media users. Age and gender are proposed as moderators. Findings The results indicate that Instagram Stories not only enhances consumer attitude toward ads but also increases perceived intrusiveness, compared to Facebook Wall. Millennials are more disturbed by Facebook Wall ads than non-millennial users. A triple interaction effect reveals that non-millennial men are more loyal toward Facebook Wall ads, whereas millennials of both genders and non-millennial women are more loyal to ads on Instagram Stories. Practical implications Advertisers should be aware of the differential features and segmentation possibilities in social media to better address their target audiences. More precisely, the research findings suggest that professionals should focus on Instagram Stories when targeting millennials and non-millennial women, and on Facebook Wall when targeting non-millennial men. Originality/value This study is one of the first to contribute to the literature on Instagram Stories as an advertising platform and compare its differential features with those of more established social media, such as Facebook Wall.

Effects of Game-Product Congruence on Game-Players’ Brand Attitude in Mobile Games: A Review

Advertising is a marketing communication tool used by marketers to convey their brand messages to targeted consumers. Over the years, the effectiveness of traditional advertising has greatly diminished due to the clutter of advertisements that impede consumers’ ability to process and retain advertising messages. As such, marketers are always seeking creative advertising strategies such as product placements, to capture consumers’ attention and break away from the clutter of advertising messages. In the era of digital technology, product placements are no longer restricted to traditional entertainment medium such as reality TV shows or movies. Thanks to innovations in smartphone and digital gaming technologies, the use of mobile games as an advertising platform has also become a reality in recent years. As a relatively new phenomenon, there are ample research opportunities on product and brand placements in mobile games since many areas have not yet been fully explored. Furthermore, several past studies examining the influence of different product placement strategies on advertising effectiveness have reported mixed findings thereby suggesting the need for further research. The findings of these studies are expected to provide valuable insights to the academic community as well as marketing practitioners considering mobile games as an alternative medium to advertise and promote their brands.

Intelligent Personal Assistants and the Intercultural Negotiations of Dataveillance in Platformed Households

The platformization of households is increasingly possible with the introduction of “intelligent personal assistants” (IPAs) embedded in smart, always-listening speakers and screens, such as Google Home and the Amazon Echo. These devices exemplify Zuboff’s “surveillance capitalism” by commodifying familial and social spaces and funneling data into corporate networks. However, the motivations driving the development of these platforms—and the dataveillance they afford—vary: Amazon appears focused on collecting user data to drive personalized sales across its shopping platform, while Google relies on its vast dataveillance infrastructure to build its AI-driven targeted advertising platform. This paper draws on cross-cultural focus groups regarding IPAs in the Netherlands and the United States. It reveals how respondents in these two countries articulate divergent ways of negotiating the dataveillance affordances and privacy concerns of these IPA platforms. These findings suggest the need for a nuanced approach to combating and limiting the potential harms of these home devices, which may otherwise be seen as equivalents.

Transit advertising in corporate branding: a multilevel study

PurposeThe purpose of the present study is to examine the effectiveness of tourist shuttle bus advertising for the corporate brand image of gaming and hospitality operators.Design/methodology/approachGrounded in the theoretical framework of Message Response Involvement (MRI) theory, a multilevel design with hierarchical modeling was adopted to examine the hypothesized paths between consumers’ message processing components and corporate brand equity. The moderating effects of shuttle bus design were also investigated. The data were collected via a self-administered questionnaire from 595 tourists visiting Macao.FindingsThe results indicated that advertising effectiveness (i.e., corporate brand equity) was largely dependent on consumers’ motivation and ability to process information. When design was included as a moderator, it enhanced the influence of consumers’ motivation to process information on advertising effectiveness.Research limitations/implicationsThe findings highlight the importance of tourist shuttle buses as an advertising platform in the hospitality and gaming industry and depict important aspects of consumers and executional cues that corporations should focus on improving shuttle bus advertising effectiveness.Originality/valueThis study examines an underexplored, yet frequently used, advertising channel – the shuttle bus. Specifically, it offers a better understanding of transit advertising effectiveness from the corporate level (design) and individual level (consumers’ motivation, ability and opportunity) in the tourism and hospitality industry.

Digital Marketing to Promote Healthy Weight Gain Among Pregnant Women in Alberta: An Implementation Study.

BackgroundAs the use of digital media for health promotion has become increasingly common, descriptive studies exploring current and innovative marketing strategies can enhance the understanding of effective strategies and best practices.ObjectiveThis study aims to describe the implementation of a provincial digital media campaign using complementary advertising platforms to promote healthy pregnancy weight gain messages and direct a Web audience to a credible website.MethodsThe digital media campaign occurred in 3 phases, each for 8 weeks, and consisted of search engine marketing using Google AdWords and social media advertising through Facebook. All advertising materials directed users to evidence-based pregnancy-related weight gain content on the Healthy Parents, Healthy Children website.ResultsGoogle Ads received a total of 43,449 impressions, 2522 clicks, and an average click-through rate (CTR) of 5.80%. Of people who clicked on a Google ad, 78.9% (1989/2522) completed an action on the website. Across all Facebook advertisements, there were 772,263 impressions, 14,482 clicks, and an average CTR of 1.88%. The highest-performing advertisement was an image of a group of diverse pregnant women with the headline “Pregnancy weight is not the same for every woman.”ConclusionsThis study supports the use of digital marketing as an important avenue for delivering health messages and directing Web users to credible sources of information. The opportunity to reach large, yet targeted audiences, along with the ability to monitor and evaluate metrics to optimize activities throughout a campaign is a powerful advantage over traditional marketing tactics. Health organizations can use the results and insights of this study to help inform the design and implementation of similar Web-based activities.

Using the Facebook Advertisement Platform to Recruit Chinese, Korean, and Latinx Cancer Survivors for Psychosocial Research: Web-Based Survey Study.

BackgroundEthnic minority cancer survivors remain an understudied and underrepresented population in cancer research, in part, due to the challenge of low participant recruitment rates. Therefore, identifying effective recruitment strategies is imperative for reducing cancer health disparities among this population. With the widespread use of social media, health researchers have turned to Facebook as a potential source of recruitment.ObjectiveWe aimed to evaluate the feasibility and effectiveness of purchasing ads on Facebook to recruit Chinese, Korean, and Latinx cancer survivors residing in the United States. We assessed their experience with participating in a Web-based survey and their interest for future research.MethodsWe showed 5 purchased ads in English, simplified Chinese, traditional Chinese, Korean, and Spanish on Facebook. Participants who clicked on the Facebook ad were directed to the study website and asked to submit their emails to receive the link to the 30-minute Web-based survey. Inclusion criteria included being of Asian or Latinx heritage, age ≥18 years, having a cancer diagnosis, and being within 5 years of cancer treatment. Participants who completed the survey were sent a US $10 Walmart eGiftcard.ResultsThe Facebook ads were shown for 48 consecutive days for a total spending of US $1200.46 (US $25/day budget). Overall, 11 East Asian and 15 Latinx cancer survivors completed the study, resulting in an average cost per participant of US $46.17. The East Asian and Latinx cancer survivors did not significantly differ in age, years lived in the United States, education level, generation status, and time since diagnosis. However, Latinx cancer survivors were marginally more likely to have limited English proficiency and lower annual income than East Asian cancer survivors. Both Latinx and East Asian cancer survivors reported that they enjoyed participating in this study and indicated an interest in participating in future psychosocial research studies.ConclusionsThe use of Facebook ads successfully resulted in the recruitment of East Asian and Latinx cancer survivors with different cancer diagnoses who reside in various geographic regions of the United States. We found that East Asian and Latinx cancer survivors recruited through Facebook were interested in participating in future psychosocial research, thereby providing support for the feasibility and effectiveness of using Facebook as a source of recruitment for ethnic minority cancer survivors.