On improving the effectiveness of Mobile Advertising
Date Issued
2015
Date
2015
Author(s)
Chen, Yi-Cih
Abstract
With the ever-increasing number of smart phones, mobile is growing faster than all other digital advertising formats, as advertisers begin allocating dollars to catch the eyes of a growing class of ""mobile-first"" users. There is a fertile market for personalized adverting. So, the challenge is how to get your users to click more often on the ads appearing on your mobile property. More users clicking on the ads would primarily mean advertising money for the company. Hence, we collected datas from a company who has its mobile applications and makes effort to enhane their mobile Ad effectiveness. Then we used the clustering techniques and decision tree model to find out what factors are related to the click through rate (CTR). Finally, we found that both Ad itself and user behavior influence the Ad effectiveness. For Ad itself, different types of Ads such as Ad categories cause different CTR. For user behavior, there are many factors that should be considered also, for instance, their drama preference, watching hours preference and so on would cause different CTR too. In conclusion, knowing the key factors and using the prediction model can help company to enhance their Ad effectiveness.
Subjects
mobile advertising
clustering
user behavior
click through rate
Type
thesis
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ntu-104-R02725030-1.pdf
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