Advertising banners are graphical elements that are transmitted with the contents of a web page and that serve advertising purposes. Since banners usually do not relate to the users’ interests, banners are often rejected. Much effort has been spent on trying to adapt banners to users. While the usual approach is to try to accomplish that by collecting data about the user, we propose a different...

The purpose of this study is to analyze the visual attention of young and older subjects while viewing TV programs snippet showing non conventional advertising formats. The results, analyzed in terms of eye fixations and heat maps, show how formats studied capture the gaze depending on their characteristics and age of the subjects. Although this type of advertising appears on the screen as a di...

Real-time conversion tracking is the holy grail of TV advertisers. We show how to use thousands of tiny areas available via commercial cable and satellite systems to create low cost tracking cells. These areas are created as “mirrors” of a national campaign, and run in parallel with it. With properly controlled areas, it is possible to calculate national effects due to TV using statistical meth...

this study intends to recognize the factors affecting advertising creativity based on stuhlfout and yoo’s model and according to the ideas of creative directors in iran. the research methodology was causal survey method. data were collected from a sample of 90 experts, selected out of 135 based on simple random sampling. the questionnaire prepared by help of different standard questionnaires an...

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The paper contains the results of marketing mix modeling for Ukrainian retail in conditions COVID-19 crisis. main goals research are level traffic to store based on regression analysis and forming appropriate recommendations media strategy. Estimating influence business KPI makes a basis ROI calculations optimization budget allocation between communication channels by periods, formats, pressure...