A carregar...
Publicação
Personalization in Digital Advertising
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 852.75 KB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
This research studies the impact a well-planned digital advertisement campaign and user-friendly online experience can have on Brands awareness and sales. As the Digital landscape evolves, so has Online Advertisement and Data collection, making it possible for Advertisers to know more about who is navigating online, where they are, and how to approach them. With the gathering of online users’ insights, brands can impact whom they want and how they want to, making their communication more relevant, therefore creating less noise and more conversation. This work aims at proving that these segmented and personalized campaigns lead to more engagement and sales than the ones that just target anybody with no defined criteria. It will also consider the opinions of online users regarding online advertisement and the fact that brands can use their navigating information to plan and implement digital campaigns. With this in mind, it would be possible to detect a relation between advertisement quality and user experience with the increase or decrease of Ad Blockers downloads, especially amongst Generation Z, that is the generation more comfortable with digital technology and will be the consumers of the future. By the end of the study we should be able to understand better the environment of actual digital advertisement and the way it can and should evolve in the future regarding all the insights we are able to collect from this research.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRM
Palavras-chave
Advertisement Digital Personalization Programmatic Data