Resumé
| Originalsprog | Engelsk |
|---|---|
| Tidsskrift | Journal of Advertising |
| Vol/bind | 48 |
| Udgave nummer | 4 |
| Sider (fra-til) | 356-365 |
| Antal sider | 10 |
| ISSN | 0091-3367 |
| DOI | |
| Status | Udgivet - 2019 |
Citer dette
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Smart Generation System of Personalized Advertising Copy and Its Application to Advertising Practice and Research. / Deng, Shasha; Tan, Chee Wee; Wang, Weijun; Pan, Yu.
I: Journal of Advertising, Bind 48, Nr. 4, 2019, s. 356-365.Publikation: Bidrag til tidsskrift › Tidsskriftartikel › Forskning › peer review
TY - JOUR
T1 - Smart Generation System of Personalized Advertising Copy and Its Application to Advertising Practice and Research
AU - Deng, Shasha
AU - Tan, Chee Wee
AU - Wang, Weijun
AU - Pan, Yu
PY - 2019
Y1 - 2019
N2 - Artificial intelligence in programmatic advertising constitutes fertile grounds for marketing communication with tremendous opportunities. Yet, despite its touted benefits, contemporary implementations of programmatic advertising do not harness self-generative technologies so much so that different consumers are exposed to identical content. Consequently, we advance a smart generation system of personalized advertising copy (SGS-PAC) that can automatically personalize advertising content to align with the needs of individual consumers. Analytical results from a user experiment involving about 80 subjects underscore that personalized advertising copies generated by SGS-PAC can bolster click rate in online advertising platforms. Findings from this study bear significant implications for the application of artificial intelligence in online advertising.
AB - Artificial intelligence in programmatic advertising constitutes fertile grounds for marketing communication with tremendous opportunities. Yet, despite its touted benefits, contemporary implementations of programmatic advertising do not harness self-generative technologies so much so that different consumers are exposed to identical content. Consequently, we advance a smart generation system of personalized advertising copy (SGS-PAC) that can automatically personalize advertising content to align with the needs of individual consumers. Analytical results from a user experiment involving about 80 subjects underscore that personalized advertising copies generated by SGS-PAC can bolster click rate in online advertising platforms. Findings from this study bear significant implications for the application of artificial intelligence in online advertising.
UR - https://sfx-45cbs.hosted.exlibrisgroup.com/45cbs?url_ver=Z39.88-2004&url_ctx_fmt=info:ofi/fmt:kev:mtx:ctx&ctx_enc=info:ofi/enc:UTF-8&ctx_ver=Z39.88-2004&rfr_id=info:sid/sfxit.com:azlist&sfx.ignore_date_threshold=1&rft.object_id=954921365546&rft.object_portfolio_id=&svc.holdings=yes&svc.fulltext=yes
U2 - 10.1080/00913367.2019.1652121
DO - 10.1080/00913367.2019.1652121
M3 - Journal article
AN - SCOPUS:85070946492
VL - 48
SP - 356
EP - 365
JO - Journal of Advertising
JF - Journal of Advertising
SN - 0091-3367
IS - 4
ER -