《计算机应用研究》|Application Research of Computers

基于印象空间的互联网广告效果评价

Evaluation of Internet advertising effect based on impression space

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作者 宋永强,王红,王露潼,胡晓红
机构 1.山东师范大学 信息科学与工程学院,济南 250358;2.山东省分布式计算软件新技术重点实验室,济南 250014
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文章编号 1001-3695(2020)05-009-1326-06
DOI 10.19734/j.issn.1001-3695.2018.10.0824
摘要 互联网广告效果评价是网络营销的核心问题,评价方法存在信息源单一、无差别假、全局假设等问题,对互联网广告效果评价提出了巨大挑战。寻找一种全新的衡量互联网广告效果的评价指标成为亟待解决的任务。首先,创新地提出印象空间概念,作为更有效的网页广告效果评价指标,以解决信息源单一问题;其次,分析用户类型、行为方式、行为过程等特征对互联网广告效果评价标准的影响,消除用户无差异假设所造成的评价偏差;再次,引入网页的局部性特征,分析页面布局、广告与页面内容相关性等因素对互联网广告效果的影响,以消除全局性假设;最后,构建基于多模态特征的印象空间模型来预测互联网广告效果。实验结果表明,提出的印象空间对互联网广告质量评价的准确率显著提升,达到92.4%。而且印象空间模型的预测结果不仅更加准确科学,而且具有明显的可解释性。
关键词 印象空间; 用户行为; 兴趣区域; 互联网广告效果
基金项目 国家自然科学基金资助项目(61672329)
山东师范大学研究生科研创新基金资助项目(SCX201747)
本文URL http://www.arocmag.com/article/01-2020-05-009.html
英文标题 Evaluation of Internet advertising effect based on impression space
作者英文名 Song Yongqiang, Wang Hong, Wang Lutong, Hu Xiaohong
机构英文名 1.College of Information Science & Engineering,Shandong Normal University,Jinan 250358,China;2.Shandong Provincial Key Laboratory for Distributed Computer Software Novel Technology,Jinan 250014,China
英文摘要 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 proposed 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 analyzed the impact of user types, behaviors, behavioral processes and other characteristics on the evaluation criteria of Internet advertising effectiveness, and eliminated the evaluation bias caused by the user's indifference hypothesis. Thirdly, this paper introduces the local cha-racteristics of Web pages, and analyzed the influence of factors such as page layout, advertisement and page content relevance on Internet advertising effected to eliminate global assumptions. Finally, this paper constructed 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.
英文关键词 impression space; behavior of the user; area of interest; Internet advertising effect
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收稿日期 2018/10/19
修回日期 2019/1/8
页码 1326-1331,1363
中图分类号 TP391
文献标志码 A