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Dynamic optimization models for displaying outdoor advertisement at the right time and place / Meng Huang in International journal of geographical information science IJGIS, vol 35 n° 6 (June 2021)  

Public [article]  inInternational journal of geographical information science IJGIS > vol 35 n° 6 (June 2021) . - pp 1179 - 1204 Titre : Dynamic optimization models for displaying outdoor advertisement at the right time and place Type de document : Article/Communication Auteurs : Meng Huang, Auteur ; Zhixiang Fang, Auteur ; Robert Weibel, Auteur ; et al., Auteur Année de publication : 2021 Article en page(s) : pp 1179 - 1204 Note générale : bibliographie Langues : Anglais (eng) Descripteur : [Vedettes matières IGN] Géomatique [Termes IGN] Chine [Termes IGN] espace public [Termes IGN] modèle dynamique [Termes IGN] optimisation spatiale [Termes IGN] point d'intérêt [Termes IGN] publicité [Termes IGN] téléphonie mobile Résumé : (auteur) Digital billboards, as a new form of outdoor advertising, has gained popularity in recent years per its revolutionized way to control when and where the specific ads appear. However, this development also demands more complicated optimization for strategic deployments: the advertisers have to not only decide on a set of locations to display their ads, but also when to display them. The existing static optimization approaches become insufficient for this dynamic scenario to match advertisement and intended audience. Therefore, this research proposes three models in a workflow to mine mobile phone data and points of interest (POIs) data and to meet advertising needs in various situations. The three optimization models include a dynamic audience model to maximize the coverage of the target users, a dynamic environment model to maximize the coverage of the target environment, and a dynamic integrated model to maximize the coverage of both target audience and environment. A case study using shopping ads in Wuxue, China tests the three optimalization models. The results show that the proposed models are effective for providing an optimal solution for digital billboard configuration with a greater coverage of the target audience and environment compared to the state-of-the-art static models. Numéro de notice : A2021-386 Affiliation des auteurs : non IGN Thématique : GEOMATIQUE Nature : Article nature-HAL : ArtAvecCL-RevueIntern DOI : 10.1080/13658816.2020.1823396 Date de publication en ligne : 24/09/2020 En ligne : https://doi.org/10.1080/13658816.2020.1823396 Format de la ressource électronique : URL article Permalink : https://documentation.ensg.eu/index.php?lvl=notice_display&id=97643 [article]