| The expanding application of Internet technology provides a new opportunity for the development of online advertising. As an important mean of online marketing, online advertising has gained wide attention of the society. Research on online advertising effectiveness, pricing and other issues has been the focus of scholars both in China and abroad. In view of this, we also focus our research on problems of online advertising effectiveness and pricing. Research topics of this paper are divided into three parts, which are effectiveness of website display advertisements, video display advertisements and CPV advertising pricing model based on browse effectiveness.(1) Advertising effectiveness of website display advertisements. Based on the theory of psychology, layered advertising effectiveness model and the technology of eye tracking, we study how factors of location, browsing time length affect the website advertising effectiveness. Results on location factor show that the closer a display screen is to the bottom of the webpage, the worse the advertising effectiveness will be. For advertisements in the same screen, only in the first screen area, advertising position plays a significant role in advertising effectiveness; for those advertisements in the same display area, display sequence and number (area) of the divided advertisements have no significant effects on the advertising effectiveness. For the browsing time length, results show that only part of the advertisements have their advertising effectiveness positively correlated with it, while advertising effectiveness of advertisements in the bottom area are not affected by browsing time length.(2) Analysis of video display advertising effectiveness. With the methods of experiments and questionnaire survey, we analyze the influence of video playing time length, position and playing sequence on the advertising effectiveness. Results of playing sequence factor show that there is no significant relationship between playing sequence and advertising effectiveness when three 10-second long advertisements are combined. Relation between advertising effectiveness of advertisements with 60 seconds is significant under the significance level of 0.05. While some of the 15-second long advertisements are significantly affected by playing length, some are not For playing time length, results show that under the significance level of 0.05, playing time length plays a significant role in advertising effectiveness, and the function of playing time length and effectiveness is in a quadratic form, not a linear one. Studies on advertising position factor find that with the same playing time length, there is no significant relationship between advertising position and advertising effectiveness.For the research of advertising pricing, since CPM (Cost Per Mill) pricing model is unable to identify the browsing effectiveness of online advertisements, a novel CPV(Cost Per-effective View) pricing model is proposed, which s based on the browsing time length. MATLAB simulation and analysis of factors that influence the advertiser’s and publisher’s model (CPV or CPM) preferenceare is performed, namely the advertiser’s browsing effectiveness standard, users’browsing time mean and standard variance of the publisher. The results show that with the same browsing time length mean, the influence of browsing time variance on model preference is greater than that of browsing effectiveness standard; meanwhile, with the same browsing effectiveness standard, the influence of browsing time length mean on model preference is greater than that of browsing time standard variance. The three factors are ranked by their influence power on model preference as the browsing time length mean, the standard variance, and the browsing effectiveness standard. |
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