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Dynamic optimization models for displaying outdoor advertisement at the right time and place


Huang, Meng; Fang, Zhixiang; Weibel, Robert; Zhang, Tao; Huang, Haosheng (2020). Dynamic optimization models for displaying outdoor advertisement at the right time and place. International Journal of Geographical Information Science:Epub ahead of print.

Abstract

Digital billboards, as a new form of outdoor advertising, has gained popularity in recent years per its revolutionized way to control when and where the specific ads appear. However, this development also demands more complicated optimization for strategic deployments: the advertisers have to not only decide on a set of locations to display their ads, but also when to display them. The existing static optimization approaches become insufficient for this dynamic scenario to match advertisement and intended audience. Therefore, this research proposes three models in a workflow to mine mobile phone data and points of interest (POIs) data and to meet advertising needs in various situations. The three optimization models include a dynamic audience model to maximize the coverage of the target users, a dynamic environment model to maximize the coverage of the target environment, and a dynamic integrated model to maximize the coverage of both target audience and environment. A case study using shopping ads in Wuxue, China tests the three optimalization models. The results show that the proposed models are effective for providing an optimal solution for digital billboard configuration with a greater coverage of the target audience and environment compared to the state-of-the-art static models.

Abstract

Digital billboards, as a new form of outdoor advertising, has gained popularity in recent years per its revolutionized way to control when and where the specific ads appear. However, this development also demands more complicated optimization for strategic deployments: the advertisers have to not only decide on a set of locations to display their ads, but also when to display them. The existing static optimization approaches become insufficient for this dynamic scenario to match advertisement and intended audience. Therefore, this research proposes three models in a workflow to mine mobile phone data and points of interest (POIs) data and to meet advertising needs in various situations. The three optimization models include a dynamic audience model to maximize the coverage of the target users, a dynamic environment model to maximize the coverage of the target environment, and a dynamic integrated model to maximize the coverage of both target audience and environment. A case study using shopping ads in Wuxue, China tests the three optimalization models. The results show that the proposed models are effective for providing an optimal solution for digital billboard configuration with a greater coverage of the target audience and environment compared to the state-of-the-art static models.

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Additional indexing

Item Type:Journal Article, refereed, original work
Communities & Collections:07 Faculty of Science > Institute of Geography
Dewey Decimal Classification:910 Geography & travel
Scopus Subject Areas:Physical Sciences > Information Systems
Social Sciences & Humanities > Geography, Planning and Development
Social Sciences & Humanities > Library and Information Sciences
Uncontrolled Keywords:Geography, Planning and Development, Library and Information Sciences, Information Systems
Language:English
Date:24 September 2020
Deposited On:05 Jan 2021 15:51
Last Modified:06 Jan 2021 21:01
Publisher:Taylor & Francis
ISSN:1365-8816
Additional Information:This is an Accepted Manuscript of an article published by Taylor & Francis in International Journal of Geographical Information Science on 24.09.2020
OA Status:Closed
Publisher DOI:https://doi.org/10.1080/13658816.2020.1823396

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Content: Accepted Version
Language: English
Filetype: PDF - Registered users only until 1 October 2021
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Embargo till: 2021-10-01