Smart Generation System of Personalized Advertising Copy and Its Application to Advertising Practice and Research

Shasha Deng, Chee Wee Tan, Weijun Wang, Yu Pan

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

Resumé

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.
OriginalsprogEngelsk
TidsskriftJournal of Advertising
Vol/bind48
Udgave nummer4
Sider (fra-til)356-365
Antal sider10
ISSN0091-3367
DOI
StatusUdgivet - 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 tidsskriftTidsskriftartikelForskningpeer review

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