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Advertising and Promotion Management
Research Collection School Of Computing and Information Systems
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Optimizing Impression Counts For Outdoor Advertising, Yipeng Zhang, Yuchen Li, Zhifeng Bao, Songsong Mo, Ping Zhang
Optimizing Impression Counts For Outdoor Advertising, Yipeng Zhang, Yuchen Li, Zhifeng Bao, Songsong Mo, Ping Zhang
Research Collection School Of Computing and Information Systems
In this paper we propose and study the problem of optimizing theinfluence of outdoor advertising (ad) when impression counts aretaken into consideration. Given a database U of billboards, each ofwhich has a location and a non-uniform cost, a trajectory databaseT and a budget B, it aims to find a set of billboards that has themaximum influence under the budget. In line with the advertisingconsumer behavior studies, we adopt the logistic function to takeinto account the impression counts of an ad (placed at differentbillboards) to a user trajectory when defining the influence measurement. However, this poses two challenges: (1) our problemis …