Institute of Electronic Commerce and Digital Markets
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Digital Advertising

On average, each user has two or even more internet-enabled devices (smartphone, tablet, laptop, smartwatch, Smart TV ...) and the majority of internet users surf the web using mobile devices. As a result of the changed user behavior, advertising companies also increasingly invest in digital and particularly in mobile advertising in order to reach their customers in the best possible way. Digital advertising not only enables better performance reviews through the measurement of customers’ response to advertising (tracking), but also a targeted customer approach based on preferences as well as location-based information (targeting).

In our research, we are particularly interested in the challenges and opportunities that this changed usage behavior entails for companies (advertisers & publishers). Based on experimental and quantitative-empirical methods, our aim is to generate insights on the temporal, local and context-oriented customer approach, the performance measurement of advertising as well as the design of advertising tools. Currently, our focus is on mobile advertising and multichannel advertising.

In the context of multichannel advertising, for instance, we are looking at the effect of synchronized advertising channels, but we also investigate how the contribution of different advertising channels on the advertising success (e.g. new customer acquisition for an online shop) can be quantified.

Keywords

  • Multichannel Advertising
  • Second Screen
  • Online Advertising
  • Targeting
  • Marketing Attribution
  • Mobile Advertising

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Partners:ibc

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Publications of the research area 'Digital Advertising'