Modeling the Audience's Banner ad Exposure for Internet Advertising Planning
Modeling the Audience's Banner ad Exposure for Internet Advertising Planning
复制标题
对受众的横幅广告曝光进行建模以进行互联网广告规划
DOI：
10.1080/00913367.2006.10639236
复制
发表时间：
2006
影响因子：
5.7
通讯作者：
Chen
中科院分区：
文献类型：
--
作者：
Chun;Chen
关注受众接触广告信息的范围和频率的接触模型是受众测量的基础。鉴于传统的曝光模型的某些基本假设是不相关的，在互联网广告的背景下，本文建议，观众的在线横幅曝光可以最好地分析其网站访问。提出了一种横幅广告曝光率模型，即长期以来被应用于重复行为分析的负二项分布模型。实证检验表明，该模型具有较好的数据拟合和预测效果。
Exposure models focusing on reach and frequency where an audience is exposed to an ad message are the foundation of audience measurement. Given that a certain fundamental assumption of conventional exposure models is not relevant in the Internet advertising context, this paper suggests that the audience's on-line banner exposure can be best analyzed by its Web site visits. The negative binomial distribution (NBD) model, having long been applied in analyzing repeat behaviors, is proposed to serve as a banner ad exposure model. An empirical validation indicates that the model performs well in both data fitting and prediction.