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The prediction model for advertising campaigns in IPTV networks based on the possibilities of displaying geographically targeted messages

Authors :
Chmielewska Aleksandra Maria
Grabowski Marcin Tomasz
Source :
Studia Ekonomiczne i Regionalne, Vol 17, Iss 3, Pp 463-485 (2024)
Publication Year :
2024
Publisher :
Sciendo, 2024.

Abstract

This paper presents a novel predictive model for advertising campaigns in IPTV networks that uses the advanced geolocation-based display of advertising messages. Thanks to advanced data analysis and modern geolocation technologies, the proposed model enables the more precise planning and optimisation of advertising campaigns. Advertisers can thus better understand the preferences and behaviours of audiences in different geographical regions. This allows the creation of more tailored and engaging content of programmes and advertisements, leading to higher levels of viewer engagement in the content presented and increasing the effectiveness of campaigns.

Details

Language :
English, Polish
ISSN :
2451182X
Volume :
17
Issue :
3
Database :
Directory of Open Access Journals
Journal :
Studia Ekonomiczne i Regionalne
Publication Type :
Academic Journal
Accession number :
edsdoj.2ccef356e61c47dc8879524c1a89fc98
Document Type :
article
Full Text :
https://doi.org/10.2478/ers-2024-0025