Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2023 International Conference on Management Research and Economic Development
Series Vol. 21 , 13 September 2023
Open
Access | Article
Targeted Advertising Placement in Video Platforms: Implications for Business Profitability
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Abstract
Advertising is an important tool used to deliver commercial messages with a strong economic purpose. With the development of online information, more and more companies or advertisers choose to advertise on large video platforms. However, the ambiguity of advertising positioning has led to a low tolerance of the audience population to the advertisements placed on video platforms. "Targeted advertising" and "precision marketing" have always been commercial buzzwords, and targeted advertising is one of the marketing strategies of precision marketing. In this paper, we explore the attitudes and preferences of different groups of people in terms of ad appearance, ad type and ad content, as well as the differences and connections between public service ads and commercial ads, using a large video platform in mainland China as a background. Among them, it is found that for the group of company employees, they prefer food-based ads, which is quite different from what is expected. For companies, placing more precisely targeted ads is conducive to positive communication in the bilateral market.
Keywords
targeted advertising, video platforms, marketing strategy, advertising acception
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2023 International Conference on Management Research and Economic Development
- ISBN (Print)
- 978-1-915371-85-0
- ISBN (Online)
- 978-1-915371-86-7
- Published Date
- 13 September 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/21/20230235
- Copyright
- 13 September 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited