ISSN 2587-814X (print),
ISSN 2587-8158 (online)

Russian version: ISSN 1998-0663 (print),
ISSN 2587-8166 (online)

Alexey Kislyakov1
  • 1 Russian Academy of National Economy and Public Administration under the President of the Russian Federation. Vladimir Branch, 59a, Gorky Street, Vladimir 600017, Russia

Structuring advertising campaign costs considering the asymmetry of users’ interests

2020. No. 4 Vol.14. P. 7–18 [issue contents]

      This work is devoted to the highly topical problem of structuring costs for contextual and targeted advertising on the Internet. The choice of the ad campaign financing structure is considered from the point of view of violating the principle of symmetry of user interest in ads. The purpose of this work is to develop a methodology for structuring advertising campaign costs based on cluster analysis, taking into account the asymmetry of user interest in advertising. The key feature of the research is the description of the possibility of using the asymmetry of user interest in application solutions, such as online advertising. The Gini coefficient is used as an indicator of the degree of imbalance in the manifestation of a feature in clustering, and the features of using the lift coefficient and the Lorentz curve to evaluate the effectiveness of contextual and targeted advertising for various groups of customers are also considered. Using the Gini index and cluster analysis, you can analyze the possibilities of increasing ad revenue and compare it with the absence of any policy for structuring advertising costs. Identifying such patterns in consumer groups allows you to identify the main directions of product development and customer interest in it. The method described here should be used to improve the effectiveness of banner advertising and clustering algorithms. This approach does not improve banner clickability, but allows you to implement an individual approach to advertising products with the current number of clicks and more effectively structure the cost of various types of advertising.

Citation: Kislyakov A.N. (2020) Structuring advertising campaign costs considering the asymmetry of users’ interests. Business Informatics , vol. 14, no 4, pp. 7–18. DOI: 10.17323/2587-814X.2020.4.7.18
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