数字广告中的风险管理:基于广告主媒介管理视角的分析

IF 0.8 Q3 COMMUNICATION
D. Tauro, Umberto Panniello, R. Pellegrino
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引用次数: 6

摘要

对于广告主来说,媒体管理是广告的下游环节:在创意内容产生后,广告主通过管理不同的分销渠道,以高效有效的方式到达合适的目标受众。在过去的五年里,新技术颠覆了这个领域,并支持了数字广告的指数级增长。创意内容可以通过连接互联网的设备分发,例如桌面、移动设备或连接电视。广告主必须了解每个渠道的利益和风险,以最好地分配他们的营销预算,并推动增长和成本节约。技术和数据驱动的数字广告为广告商带来了许多好处,从精确定位和可测量的结果到自动化和实时优化。与此同时,广告商面临着来自媒体生态系统中许多参与者的重大挑战,这些参与者的动机往往不一致。一些研究调查了数字广告活动如何影响商业结果,以了解其积极和消极的影响。然而,很少有研究关注与数字广告相关的风险管理。在本文中,我们的目标是填补这一空白。具体而言,我们确定了数字广告付费分销中的主要风险以及相应的缓解策略。我们从广告主的媒体管理角度来研究数字广告。有趣的是,我们发现风险和相应的缓解策略可以集中在特定的群体中,这可以帮助首席营销官和媒体高管推动正确的行动。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Risk Management in Digital Advertising: An Analysis from the Advertisers’ Media Management Perspective
ABSTRACT For advertisers, media management is the downstream part of advertising: After creative content is produced, advertisers manage different distribution channels to reach the right target audiences in efficient and effective ways. In the last five years, new technologies have disrupted this space and supported the exponential growth of digital advertising. Creative content may be distributed via internet-connected devices, such as desktop, mobile, or connected TV. Advertisers must understand the benefits and risks of each channel to best allocate their marketing budgets and drive both growth and cost savings. Tech and data-driven digital advertising promises many benefits to advertisers, ranging from precision targeting and measurable results to automation and real-time optimization. At the same time, advertisers face major challenges from a host of actors in the media ecosystem that often have misaligned incentives. Several studies have investigated how digital advertising activities affect business results in order to understand their positive and negative impacts. Very few studies, however, have focused on risk management in relation to digital advertising. In this article, we aim to fill this gap. Specifically, we identify the main risks in the paid distribution of digital advertising and the corresponding mitigation strategies. We examined digital advertising from the advertisers’ media management perspective. Interestingly, we found that risks and corresponding mitigation strategies can be clustered in specific groups that can help chief marketing officers and media executives drive the right actions.
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来源期刊
CiteScore
3.10
自引率
5.30%
发文量
12
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