Abstract
Ensuring media is brought appropriately and directed toward the “right people” is an important challenge. Marketers have traditionally employed demographic-based strategies such as age and gender to find target ad viewers. This research explores an alternative method by utilizing the embedding of brand relationships drawn from rich social media data. We presume that co-mentioned brands reflect the interest relationships of people and seek to exploit such information for targeted advertisements. Our 3-week experiment demonstrates the efficacy of the relationship-based ad campaign in yielding high click-through-rates. We also discuss the implications of our finding in designing social media-based marketing strategies.
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Notes
- 1.
We utilized our experiment results as well as previous ad records from the studied brand.
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Acknowledgement
This work was partly supported by the Institute for Information & communications Technology Promotion (IITP) grant funded by the Korea government (MSIP) (R0115-15-100).
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Kim, H., Cha, M., Kim, W. (2016). Targeted Ads Experiment on Instagram. In: Spiro, E., Ahn, YY. (eds) Social Informatics. SocInfo 2016. Lecture Notes in Computer Science(), vol 10047. Springer, Cham. https://doi.org/10.1007/978-3-319-47874-6_21
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DOI: https://doi.org/10.1007/978-3-319-47874-6_21
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