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网络展示广告作为一种新兴广告形式正在高速发展。而点击率(CTR)是影响网络展示广告点击量、广告效果、广告位定价及用户竞拍意愿的关键指标之一。其中,研究广告摆放位置如何对CTR产生影响具有重要的实践意义。本文针对某网络广告服务商提供的27天广告浏览和点击日志数据,采用非参数检验,分别按行、列与九宫格就广告位对CTR的影响进行实证分析并发现:(1)广告位置对CTR的影响显著;(2)右列CTR显著低于前两列CTR;(3)中间行CTR显著高于上方行。基于实证分析结果,文章还从管理视角,分别对于网络展示广告的参与对象——网站运营商、广告中介商与广告主——的相应管理策略进行了探讨。在文章最后,作者进行了归纳分析和展望。
Online display advertising is rapidly evolving as an emerging form of advertising. CTR, on the other hand, is one of the key metrics that influence the traffic on display ads, advertising effectiveness, ad spot pricing, and the willingness of users to bid. Among them, it is of important practical significance to study how advertisement placement affects CTR. This paper analyzes the impact of advertisement space on CTR by rows, columns and Jiugong Ge based on the non-parametric test of 27-day advertisement browsing and click log data provided by an online advertising service provider and finds that: (1) (2) Right column CTR was significantly lower than the previous two columns CTR; (3) Middle row CTR was significantly higher than the top row. Based on the results of empirical analysis, this article also discusses the corresponding management strategies for the participants of online display advertising - website operators, advertising intermediaries and advertisers respectively from the perspective of management. At the end of the article, the author has carried on the inductive analysis and the forecast.