HOW TO USE AROUSAL STIMULI TO ENHANCE EFFECTIVENESS OF DIFFERENT PRE-ROLL ADVERTISING FORMATS

Published on Jul 30, 2018
· DOI :10.15444/GMC2018.09.07.07
Daniel Belanche16
Estimated H-index: 16
,
Carlos Flavián51
Estimated H-index: 51
,
Alfredo Pérez-Rueda6
Estimated H-index: 6
Source
Abstract
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#1Brit Youngmann (Microsoft)H-Index: 3
#2Elad Yom-Tov (Microsoft)H-Index: 4
Last. Danny Karmon (Microsoft)H-Index: 1
view all 4 authors...
Search advertising, a popular method for online marketing, has been employed to improve health by eliciting positive behavioral change. However, writing effective advertisements requires expertise and experimentation, which may not be available to health authorities wishing to elicit such changes, especially when dealing with public health crises such as epidemic outbreaks. Here, we develop a framework, comprising two neural network models, that automatically generates ads. The framework first e...
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Apr 20, 2020 in WWW (The Web Conference)
#1Brit Youngmann (Microsoft)H-Index: 3
#2Elad Yom-Tov (Microsoft)H-Index: 4
Last. Danny Karmon (Microsoft)H-Index: 1
view all 4 authors...
Search advertising is one of the most commonly-used methods of advertising. Past work has shown that search advertising can be employed to improve health by eliciting positive behavioral change. However, writing effective advertisements requires expertise and (possible expensive) experimentation, both of which may not be available to public health authorities wishing to elicit such behavioral changes, especially when dealing with a public health crises such as epidemic outbreaks. Here we develop...
2 CitationsSource