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Improving the effectiveness of time-based display advertising (2012)
| Content Provider | CiteSeerX |
|---|---|
| Author | Mcafee, R. Preston Suri, Siddharth Goldstein, Daniel G. |
| Description | In Proceedings of the 13th ACM Conference on Electronic Commerce, EC ’12 |
| Abstract | Display advertisements are typically sold by the impression where one impression is simply one download of an ad. Through an online behavioral experiment, we previously showed that the longer an ad is in view, the more likely a user is to remember it and that there are diminishing returns to increased exposure time [4]. A time-based pricing scheme is more exact than an impression-based scheme on various memory metrics. Thus, the time-based scheme is more economically efficient and may become an industry standard. We answer an open question along this line of research: given a time-based pricing scheme, how should time slots for advertisements be divided? We provide evidence that ads can be scheduled in a way to lead to greater total recollection, which advertisers value, and increased revenue, which publishers value. We document two main findings. First, we show that displaying two shorter ads results in more total recollection than displaying one longer ad of twice the duration. Second, we show that this effect disappears as the length of the shorter ads increases. We also give a theoretical model can account for both phenomena. |
| File Format | |
| Publisher Date | 2012-01-01 |
| Access Restriction | Open |
| Subject Keyword | Industry Standard Shorter Ad Impression-based Scheme Main Finding Open Question Total Recollection Exposure Time Time Slot Various Memory Metric Theoretical Model Time-based Pricing Scheme Online Behavioral Experiment Ad Result Advertiser Value Time-based Display Advertising Time-based Scheme Display Advertisement |
| Content Type | Text |
| Resource Type | Proceeding Conference Proceedings |
