Mobile vs. Desktop Targeting of Multimedia Advertisements on Facebook

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F17%3A00004153" target="_blank" >RIV/46747885:24310/17:00004153 - isvavai.cz</a>

Result on the web

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DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Mobile vs. Desktop Targeting of Multimedia Advertisements on Facebook

Original language description

Multimedia advertisements on social networks become the inseparable part of digital content consumption. They represent a significant source of revenue for marketers and the service providers themselves. Multimedia ads provide multiple possibilities for content customization a moreover for choosing the characteristic of the target group.The targeting characteristics include for example geographical location, age, sex, interest, type of operation system and type of device. The last mentioned has come to the fore in the last few years due to the increased number of smartphones and other mobile devices. Selecting mobile or desktop targeting of multimedia ads represents nowadays a very discussed topic. Marketers argue whether the desktop advertisement is still effective enough or whether they represent a throwback considering the growing number of mobile users. In the following paper, we are going to test the effectiveness ofmobile vs. desktop multimedia ads on the social network Facebook which at the moment has the biggest mobile advertising platform. The sets of video advertisements will be tested on the specific group of users belonging to the millennial generation that is the most represented among the mobile users. For the testing purposes, we chose a target group future applicants for college while at the same time assigning as a product the offer of tertiary education. The performance of individual advertisements will be assessed based on the metrics from Facebook ads manager and from Google analytics.All leads originating from individual campaigns will be further tracked using UTM based (Urchin Tracking Module) description links.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

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OECD FORD branch

10201 - Computer sciences, information science, bioinformathics (hardware development to be 2.2, social aspect to be 5.8)

Project

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Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2017

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

Liberec Economic Forum 2017

ISBN

978-80-7494-349-2

ISSN

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e-ISSN

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Number of pages

8

Pages from-to

267-274

Publisher name

Technical University of Liberec

Place of publication

Liberec

Event location

Liberec

Event date

Jan 1, 2017

Type of event by nationality

EUR - Evropská akce

UT code for WoS article

000426486500030