Subjects: Computer Science >> Integration Theory of Computer Science submitted time 2019-04-01 Cooperative journals: 《计算机应用研究》
Abstract： Internet advertising effectiveness evaluation is the core issue of online marketing. At present, the evaluation criteria of Internet advertising effectiveness are different. However, the evaluation methods have problems such as single source of information, no difference in falsehood, and global assumptions, which poses great challenges to the evaluation of Internet advertising effectiveness. Finding a new evaluation index to measure the effectiveness of Internet advertising has become an urgent task. This paper first proposes the concept of impression space innovatively as a more effective evaluation index of webpage advertising effects to solve the single problem of information source. Secondly, this paper analyzes the impact of user types, behaviors, behavioral processes and other characteristics on the evaluation criteria of Internet advertising effectiveness, and eliminates the evaluation bias caused by the user's indifference hypothesis. Thirdly, this paper introduces the local characteristics of web pages, and analyzes the influence of factors such as page layout, advertisement and page content relevance on Internet advertising effects to eliminate global assumptions. Finally, this paper constructs an impression space model based on multimodal features to predict the effectiveness of Internet advertising. The experimental results show that the accuracy rate of the impression space proposed by this paper is significantly improved to 92.4%. Moreover, the prediction results of the impression space model are not only more accurate and scientific, but also have obvious interpretability.
Hits
Hits
Downloads
Comment