Mobile vs. Desktop Targeting of Multimedia Advertisements on Facebook

Kód výsledku v 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>

Výsledek na webu

—

DOI - Digital Object Identifier

—

Jazyk výsledku

angličtina

Název v původním jazyce

Mobile vs. Desktop Targeting of Multimedia Advertisements on Facebook

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Mobile vs. Desktop Targeting of Multimedia Advertisements on Facebook

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

—

OECD FORD obor

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

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2017

Kód důvěrnosti údajů

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

Název statě ve sborníku

Liberec Economic Forum 2017

ISBN

978-80-7494-349-2

ISSN

—

e-ISSN

—

Počet stran výsledku

8

Strana od-do

267-274

Název nakladatele

Technical University of Liberec

Místo vydání

Liberec

Místo konání akce

Liberec

Datum konání akce

1. 1. 2017

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

000426486500030