Impression space model for the evaluation of Internet advertising effectiveness. (10th March 2020)

• Record Type: Journal Article
• Authors: Song, Yongqiang; Wang, Hong; Zhang, Changyong; Wang, Lutong
• Is Part Of: Concurrency and computation. Volume 32:Number 11(2020)
• Page Start: n/a
• Page End: n/a
• Publication Date: 2020-03-10
• Subjects: area of interest -- impression space model -- the fuzzy classification theory; Parallel processing (Electronic computers) -- Periodicals; Parallel computers -- Periodicals; 004.35
• DOI: 10.1002/cpe.5678
• Languages: English
• ISSNs: 1532-0626

Abstract

Summary: The evaluation of Internet advertising effectiveness plays an important role in network marketing at this stage. The evaluation criteria of Internet advertising effectiveness mostly use proceeds as an indicator, ignoring the brand effect generated by Internet advertising, making it difficult for researchers to further study the effect of Internet advertising. With the updating and iteration of technical theory, it is an urgent task to find a new criteria to measure Internet advertising effectiveness. At present, the research on Internet advertising effectiveness research is based on the analysis of nondifferentiation category. The research on user click behavior is a holistic analysis of the whole web page. This global coverage research is difficult to present the behavior characteristics of users in the web page. In response to the above problems, the impression space is proposed to measure Internet advertising effectiveness. Firstly, the fuzzy classification theory is used to digitize the user category data, the user type is divided by probability distribution, and the distribution of web page interest regions is divided by gaze time and page layout to further study the click‐and‐effect relationship of different users and the user browsing time series.Then, establish multimodal multifactors to build an impression space model to measure Internet advertising effectiveness. The experimental results show that the accuracy of the constructed impression space model for the evaluation of Internet advertising effectiveness reaches 92.4 %, and the impression space is more effective as the evaluation of Internet advertising effectiveness.