Modeling the Audience's Banner ad Exposure for Internet Advertising Planning

Exposure models focusing on reach and frequency where an audience is exposed to an ad message are the foundation of audience measurement. Given that a certain fundamental assumption of conventional exposure models is not relevant in the Internet advertising context, this paper suggests that the audi...

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Bibliographic Details
Published in:Journal of advertising 2006-07, Vol.35 (2), p.123-136
Main Authors: Huang, Chun-Yao, Lin, Chen-Shun
Format: Article
Language:English
Subjects:
Advertising
Advertising campaigns
Advertising media
Advertising rates
Advertising research
Advertising to sales ratios
Analysis
Audiences
Binomial distribution
Business studies
Consumer behaviour
Electronic commerce
Internet
Internet/Web advertising
Marketing
Modeling
Online advertising
Planning
Special Section on the Economic Dimensions of Advertising Media Audiences
Statistical analysis
Studies
Vehicles
Websites
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Summary:Exposure models focusing on reach and frequency where an audience is exposed to an ad message are the foundation of audience measurement. Given that a certain fundamental assumption of conventional exposure models is not relevant in the Internet advertising context, this paper suggests that the audience's on-line banner exposure can be best analyzed by its Web site visits. The negative binomial distribution (NBD) model, having long been applied in analyzing repeat behaviors, is proposed to serve as a banner ad exposure model. An empirical validation indicates that the model performs well in both data fitting and prediction.
ISSN:0091-3367
1557-7805
DOI:10.1080/00913367.2006.10639236