Advertising Locations Research Articles

ONLINE VIDEO ADVERTISING: MEANING, TYPOLOGY AND EFFICIENCY ASSESSMENT

The purpose of the study, is to formulate the concept of "online video advertising " as an object of online marketing, to generalize its types and build a system of performance evaluation indicators. Based on the study of interpretation and content of the definition of "advertising" and its types, presented by different scientific domestic and foreign schools and scientists, the authors derived the definition of "online video advertising" by highlighting the features of advertising, and also presented the typology of video advertising on the Internet based on the proposed classification attributes: the location, technical execution, and task of video advertising. The authors also proposed a system to assess the effectiveness of online video advertising based on two groups of metrics: primary (determined based on the actions of online users) and targeted (aimed at assessing the specific goals of the marketing campaign), which can objectively evaluate the success and productivity of video advertising.

Effective Advertising Location in the Commuter Line: Study Cases in Jakarta and Surrounded Cities in Indonesia

The aims of the research were to determine the most effective advertising location compared to various available locations and to examine the behavior of commuter line passengers. The research was conducted at six train stations and samples were taken by a purposive sampling method. Data were collected by a structured interview. The Chi-square test was used to find out the differences of the advertising locations’ effectiveness, while a ranking method was used to determine the effectiveness of advertising locations. Eight locations were rated by passengers. The results reveal that the effectiveness of each location on the commuter line has proven to be different and the most effective advertising location is the hanging alley.

Using neuroscience to understand the impact of premium digital out-of-home media

In this article, Heather Andrew and Dr Shaun Seixas of Neuro-Insight, and Helen Haines from Ocean Outdoor explain how modern brain imaging technology can be applied to measure people’s emotional, subconscious responses to different forms of outdoor media, from static paper and paste posters to multisensory advertising screens. With reference to visual attention, emotional intensity, desirability, and memorability, they describe a program of research that investigated brain response to the latest generation of outdoor advertising locations, and which explains the cognitive processes that underlie their success, not just in the context of out–of-home advertising, but in the broader digital world. The conclusions have implications that are fundamental to the planning, design, and development of media campaigns, identifying the role that outdoor advertising can play vis a vis other media, and how different media platforms can work together to the benefit of advertisers.

Viewing obesogenic advertising in children's neighbourhoods using Google Street View

AbstractThe advertising of unhealthy food and beverages forms an important component of obesogenic environments. Such marketing to children is a key health determinant because of its impact on dietary preference and food purchasing behaviour. The location of outdoor advertising is important in exploring obesogenic environments and children's neighbourhoods. The aim of this study is to explore issues involved in the use of Google Street View to examine outdoor food and beverage advertising. The implications for using Google Street View in the context of neighbourhood built environment research and grass‐roots advocacy are discussed. The study was conducted within walkable distances from 19 primary and intermediate schools in Auckland, New Zealand, where “walkable” was defined as limited by 800 m road network boundaries, which are equivalent to school buffer boundaries. Google Street View allows for centrality of data collection, coding, and storage. However, challenges exist with the method because 727 (29.4%) of a total of 2,474 outdoor advertisements that were identified were not able to be categorised because images were unclear, not in English, blocked, or at angles where detail cannot be deciphered. Specific to outdoor advertising for food and beverages, the results presented here show that children are exposed to a significantly greater number of unhealthy advertising than other advertising, P=0.001, eta‐squared statistic (0.45) indicates a large effect size. Overall, the results show promise for the use of Google Street View in the study of obesogenic environments.

Targeted interest-driven advertising in cities using Twitter

Targeted advertising is a key characteristic of online as well as traditional-media marketing. However it is very limited in outdoor advertising, that is, performing campaigns by means of billboards in public places. The reason is the lack of information about the interests of the particular passersby, except at very imprecise and aggregate demographic or traffic estimates. In this work we propose a methodology for performing targeted outdoor advertising by leveraging the use of social media. In particular, we use the Twitter social network to gather information about users' degree of interest in given advertising categories and about the common routes that they follow, characterizing in this way each zone in a given city. Then we use our characterization for recommending physical locations for advertising. Given an advertisement category, we estimate the most promising areas to be selected for the placement of an ad that can maximize its targeted effectiveness. We show that our approach is able to select advertising locations better with respect to a baseline reflecting a current ad-placement policy. To the best of our knowledge this is the first work on offline advertising in urban areas making use of (publicly available) data from social networks.

Comparison of requirements for location, maintenance and removal of road advertising between polish and foreign regulations

The article gives an overview of Polish and international formal and legal requirements for roadside advertising and the relevant road safety impacts. The analysis focussed on outdoor advertising life cycle consisting of three stages: location, operation and removal of advertising. Experience of road authorities from Australia (Queensland), Republic of South Africa and the United Kingdom was collected. The article is part of a joint project “Development of Road Innovations” funded by the National Centre for Development and Innovation and the General Directorate For National Roads and Motorways.

A Multi-Objective and Multi-Product Advertising Billboard Location Model with Attraction Factor Mathematical Modeling and Solutions

Location of advertising is one of the most important factors of marketing strategy, as finding the best location to install advertising billboards can have a major impact on profitability of the entire marketing process. This paper provides a billboard location model, which can determine the optimal locations for installing such billboards. The multi-objective and multi-product model developed for this purpose has two objective functions: optimizing the sales profit minus the costs of designing and installing the billboards, and attracting most visitors through maximization of an attraction factor. The designing cost is assumed to be associated with the attraction factor. This model finds the best location of billboards based on constraint such as number of visits and sales volume. Finally, a set of small and large-scale numerical examples are solved by implementing the solution method in GAMS\Cplex solver software. To solve the large-scale variants of the problem, the genetic algorithm.

ТИПЫ КОММУНИКАТИВНЫХ НЕУДАЧ В РЕКЛАМЕ

В статье характеризуется рекламная коммуникативная модель и рассматриваются типы коммуникативных неудач в современной российской рекламе на основании методов лингвистического описания и интерпретации. Непосредственное лингвистическое наблюдение и системное описание языкового материала дополняется дискурсным и медиалингвистическим анализом. Исследование носит интерпретационно-вероятностный характер.Рекламная коммуникация характеризуется как массовая, использующая широкий арсенал форм воздействия на адресата и средств распространения информации, как акционная, агональная, манипулятивная. Поскольку она является частью не только маркетинговой, но и культурной сферы общественной жизни, то наряду с коммерческой, обладает коммуникативной, эстетической и этической ценностью.Коммуникативная неудача трактуется как низкая узнаваемость и запоминаемость рекламного произведения, а также его непритягательность, общественное неодобрение и противоречие нормам морали и права. Причинами неудач в сере рекламы могут быть недостаточный учет характера адресата, некорректное использование языковых и изобразительных средств, а также прагматические факторы.На основании анализа рекламных произведений разных жанров типология коммуникативных неудач в рекламе (с возможностью выделения двух уровнней деления) может быть представлена следующим образом:1. Диссонанс ментальных миров коммуникантов:a) противоречие культурной традиции;b) использование прецедентных феноменов, актуализирующих негативную историческую память, вызывающих негативные ассоциации или нарушающих нормы этики;c) нераспознавание прецедентных феноменов.2. Характер коммуникативного текста:a) использование конструкций с языковым отрицанием;b) двусмысленность;c) ненормативность.3. Обстоятельства общения:а) неудачный выбор места размещения рекламы;b) нарушение композиционной целостности рекламного произведения (оторванность от контекста);c) «навязанный» контекст;d) некорректное оформление.Все три типа коммуникативных неудач подвергаются правовому регулированию – статьями Федерального закона. Юридизация рекламной коммуникации обеспечивает механизмы воздействия общества на индустрию рекламы и создает условия для перевода акционной коммуникативной модели в интеракционную.

T-DesP: Destination Prediction Based on Big Trajectory Data

Destination prediction is very important in location-based services such as recommendation of targeted advertising location. Most current approaches always predict destination according to existing trip based on history trajectories. However, no existing work has considered the difference between the effects of passing-by locations and the destination in history trajectories, which seriously impacts the accuracy of predicted results as the destination can indicate the purpose of traveling. Meanwhile, the temporal information of history trajectories in destination prediction plays an important role. On one hand, the history trajectories in different periods also differ in the influence, e.g., the history trajectories from last week can reflect the status quo more accurately than the history trajectories two years ago. On the other hand, the history trajectories in different time slots reflect different facts of traffic and moving habits of people, e.g., visiting a restaurant in the daytime and visiting a bar at night. Although a huge amount of history trajectories can be achieved in the era of big data, it is still far from covering all the query trajectories since a road network is widely distributed and trajectory data is sparse. The temporal sensitivity of history trajectories highlights the sparsity problem even more. Therefore, we propose a novel model $\text{T-DesP}$ to solve the aforementioned problems. The model is comprised of two modules: trajectory learning and destination prediction. In the module of trajectory learning, a novel method called the mirror absorbing Markov chain model is proposed for modeling the trajectories for isolating the destination. We build a transition tensor to deduce the transition probability between each location pair in a particular time slot. To address the data sparsity problem, we fill the missing values in transition tensor through a context-aware tensor decomposition approach. In the module of destination prediction, an absorbing tensor is derived from the filled transition tensor, and the theoretical model is established for destination prediction. The experiments prove the effectiveness and efficiency of $\text{T-DesP}$ .

An evidence-based method for targeting an abusive head trauma prevention media campaign and its evaluation.

A triple-dose abusive head trauma (AHT) prevention program (Period of PURPLE Crying) was implemented. The third dose consisted of an education media campaign. The study objectives were to describe the qualitative and spatial methods developed to target AHT prevention and to evaluate this campaign. A questionnaire on the level of importance of factors, rated on a 7-point Likert scale, was distributed to a panel of experts to determine the best advertising locations. Ranked factors were used to create weights for statistical modeling and mapping within a Geographic Information Systems to determine optimal ad locations. The media campaign was evaluated via a telephone survey of randomly selected households. The survey found locations of new families, high population density, and high percentage of lone parents to be the most important factors for selecting billboard sites. Spatial analysis revealed six areas that ranked highest in our factors. Five billboards, four media posters, and six transit shelters were selected for our advertisements. A population-based telephone survey revealed that 23% of respondents knew the campaign. Nearly half (42%) heard the radio public service announcements, and 9% saw billboards. Extending primary prevention efforts to the public helps to create a cultural change in the way inconsolable crying, the trigger for AHT, is viewed. With the use of ranked factors and Geographic Information Systems, geographic locations with high visibility and specific risk factors for AHT were identified for targeting the campaign, facilitating the likelihood that our message was reaching the population in greatest need.

Unusual location and unexpected execution in advertising: A content analysis and test of effectiveness in ambient advertisements

Ambient advertising is a creative, innovative form of outdoor advertising that explicitly intends to surprise consumers by placing unexpected advertisements at unusual locations. The rising relevance of ambient advertising is not mirrored in the marketing literature yet. No study has empirically considered the key elements of location and execution of ambient advertising. This paper uses a mixed-method approach to (1) identify the locational and executional elements used in ambient advertising practice and to (2) analyze the effectiveness of ambient advertising. Study 1 (n = 340) applying a content analysis reveals that ambient advertising mainly uses unconventional 2D elements often combined with unexpected visual elements such as optical illusion. Study 2 (n = 234) using ANOVAs examines that unconventional advertisements have a stronger impact on consumer perception (e.g., attention, attitude toward the ad) than on conventional outdoor advertising. The paper provides contributions for marketing managers and further research.

관여, 광고위치, 광고형태에 따른 광고효과 연구 - 패션 인터넷 검색광고를 중심으로 -

This research aimed to examine an advertising location according to consumer involvement about internet search advertising and advertising effect according to advertising forms. This research carried out a questionnaire survey from May 25, 2011 for seven days with the target of men and women at the age of 20s-30s who tried search advertising in Seoul and capital area, and 519 copies were used for final analysis. For analysis of collected materials, the reliability test, factor analysis, -test, regression analysis and test were executed by using statistical package SPSS 16.0. The results are as follows. First, it appeared that consumer`s clothing involvement, advertising involvement, advertising location and advertising forms had an influence on site attitude and clicking intention. Consumers of high clothing involvement, high advertising involvement and upper end advertising appeared to have high site attitude and clicking intention. Second, all consumers of the low and high clothing involvement and upper end advertising appeared to prefer the upper end advertising. It appeared that consumers of low advertising involvement prefer lower end advertising, and consumers of high advertising involvement prefer the upper end advertising at an advertising location according to clothing involvement. Accordingly, it is important that the search advertising exposes advertising in the upper end, and that should use an advertising phrase capable of giving trust to consumers. As the text advertising had high site attitude and clicking intention in the advertising forms, consumers should pay attention to the advertising phrase.

Effects of outdoor advertising: Does location matter?

AbstractThe growth and success of outdoor advertising is in large part due to the medium's ability to reach an increasingly elusive and mobile consumer. However, this success has come with a price. Public pressure and regulation have begun to eliminate or curtail many outdoor advertising locations, leading practitioners to question the effectiveness of the remaining outdoor advertising sites. Using associative learning techniques, these studies investigate what effect, if any, the environment in which outdoor advertising appears has on the attitudes, beliefs, and purchase intent of the advertised brand. The results of four experiments presented here suggest that the background environment does not impact advertising effectiveness, and practitioner concern of such may be unfounded. © 2011 Wiley Periodicals, Inc.

Impact of an Interactive Anti-Speeding Threat Appeal: How Much Threat Is Too Much?

This study investigates the impact of an interactive television public-service announcement (PSA) containing an anti-speeding threat appeal on feelings of telepresence and behavioral intention. In a 2 × 2 × 2 between-subjects factorial design with 213 participants, the level of threat evoked by a traditional PSA, by the interactive part of the PSA (dedicated advertising location or DAL) and by the preceding program context are manipulated to be either low or high. The results support the assumptions of the Extended Parallel Processing Model with regard to the effect of the level of perceived threat and perceived efficacy in an interactive media environment, and the important role of telepresence as a processing variable. The results of the three-way interaction effect of threat evoked by the program, the PSA and the DAL on telepresence show that when the threat levels of the program and the PSA are both either low or high, exposure to the threatening information in the DAL does not generate a significantly higher feeling of telepresence. However, when a low-threat program is followed by a high-threat PSA, the threat level of the DAL has a positive effect on telepresence. The same trend is found with a high-threat program and a low-threat PSA, although the effect of the threat evoked by the DAL on telepresence is not significant at conventional levels. Finally, there is a positive effect of telepresence on the behavioral intention to reduce speeding, which is partly mediated by the viewer's perceived efficacy to follow the recommended behavior.

The Effectiveness of Telescopic Ads Delivered Via Interactive Digital Television: The Impact of the Amount of Information and the Level of Interactivity on Brand Responses

This experimental study examines two aspects that influence the effectiveness of a telescopic ad (dedicated advertising location, or DAL) on interactive digital television: the amount of information and the level of interactivity. Two hundred eighty-two respondents were allowed to interact with the DAL as long as they wanted. The results demonstrate that both the amount of information and the level of interactivity have a positive influence on time spent in the DAL. Furthermore, a higher level of interactivity has a positive effect on time spent in the DAL, brand recall, and attitude toward the brand when the amount of information is low but not when the amount of information is high. The amount of information in and of itself has no effect on brand recall and attitude toward the brand.

Assessing the Impact and Effectiveness of Stadium Advertising on Sport Spectators at Division I Institutions

This study investigated the effectiveness of stadium advertising on sports spectators in selected NCAA Division I football and basketball programs, utilizing intermediate measures and recognition testing techniques. Research questions included whether sport spectators would recognize the presence of stadium advertising and could identify all of it. The factors of age, income level, seat location, number of games attended, and location of stadium advertising were analyzed as to their effects on spectator recognition. Based on the findings of this research, sport facilities have been shown to be an ideal medium for products that appeal to sport spectators. A majority of spectators noticed advertising, and approximately 7 out of 10 correctly identified it. Advertising locations that were “part of the game” were shown to be more effective than those on the scoreboards. Results of this study demonstrated that stadium advertising effectiveness can be assessed and that it provides the sponsors with an effective means for reaching sport spectators.

The Uses of Space by Advertising Agencies within the United Kingdom

This paper contributes to an understanding of the geography of advertising by examining the practices of advertising agencies, their conceptions and uses of space. Most of their conceptualisation of targeted markets is said to be aspatial. Regions become important at the next stage when examining the distribution of the targeted market. Only the compositional effects of regional demand are considered. Contextual effects are largely ignored. The spatial practices of the agencies are dominated by regional weightings of advertising expenditure. Qualitative differences in advertising, such as regional tailoring, are much less common. Most regional weighting of advertising follows areas of existing high demand, thus reinforcing present consumption patterns. Such a process leads. in many cases, to the effective subsidising of existing areas of high demand because the differential costs of advertising are not passed on in proportionally differentiated prices of goods or services. Advertising is therefore spatially conservative and often regressive, because areas of high demand are frequently the most affluent. A discussion of the relationship between the location of advertising and its practices indicates a greater importance of space than agencies admit. The concentration of agencies in London and the South East suggests that they are more sensitive to developments in market segmentation in that region. The markets targeted by agencies in the nation as a whole may then reflect the degree and type of segmentation within the South East. Such spatial transfers of market segmentation may have a non-conservative, complex effect on patterns of demand.

The impression values of fixed advertising locations in the Saturday Evening Post.

The impression values of fixed advertising locations in the Saturday Evening Post.