2024, Volume 17, Issue 3

Stały URI dla tej kolekcji

https://hdl.handle.net/20.500.13044/1989

Przeglądaj

Przeglądanie 2024, Volume 17, Issue 3 według Autor "Chmielewska, Aleksandra Maria"
  • Rekord
    The prediction model for advertising campaigns in IPTV networks based on the possibilities of displaying geographically targeted messages / Model predykcji kampanii reklamowych w sieciach IPTV w oparciu o możliwości wyświetlania komunikatów targetowanych geograficznie
    (Akademia Bialska im. Jana Pawła II, 2024-09-30) Chmielewska, Aleksandra Maria ; Grabowski, Marcin Tomasz
    Subject and purpose of work: This paper presents a novel predictive model for advertising campaigns in IPTV networks that uses the advanced geolocation-based display of advertising messages. Thanks to advanced data analysis and modern geolocation technologies, the proposed model enables the more precise planning and optimisation of advertising campaigns. Advertisers can thus better understand the preferences and behaviours of audiences in different geographical regions. This allows the creation of more tailored and engaging content of programmes and advertisements, leading to higher levels of viewer engagement in the content presented and increasing the effectiveness of campaigns. Materials and methods: For the purposes of the project, data from the IPTV advertising campaign covering from 50,000 to 500,000 displays between 23rd January 2024 and 20th March 2024 were used. The TERYT database and the list of counties were used to increase the precision of target group targeting. Viewer rating and interaction data were collected and analysed to assess the effectiveness of the campaign. The methodology included monitoring the number of channel switches, advertising message views, complete views, the average display time of the advertising message and unique reach in different time periods.