Research On The Strategy Of DSP Advertisement Using Customer Movement Patterns

With the rapid developmet of technology in the Internet cloud platform and big data mining and analysis,more and more diverse and complex forms of advertisement marketing continue to promote the vigorous development of the advertising industry.Demand-Side Platform(DSP),which takes the advertising audience as the core,can send advertisement into needy individuals through consumer behavior analysis.In the same time,as the popularity of mobile communications and the rapid development of mobile Internet,People and intelligent terminals one by one binding,The geographical location change of the mobile terminal effectively reflects the change of the geographical position of the person.This will bring leapfrog development to DSP advertising.This paper takes the typical business scene of the large shopping center as the research object,combined with indoor positioning technology to track the consumer trajectory in shopping center.It digs and analyzes the mobile advertising records in the shopping center,fully consider the consumer's personal attributes,moving trajectories and other multi-dimensional information,take the sub-consumer's geographical location changes as the core elements,combined with online DSP advertising mode and offline special scenes,proposed 4W(When and Where send What to Who)strategy model for DSP advertising based on consumer movement trajectory.In this paper describes the model structure,from three elementst : "advertising audience portrait","advertising content dynamic association",an d "advertising options",and make research assumptions about different core elements.For the above mode,this paper selected a large shopping center as the as the research object,extract the relevant data to analyze the three elements in the above model.And we find that the gender of the consumer is not related to the advertisement effect while the age of the consumer,whether the membership of the mall,the number of years of membership,the historical record of the consumer's visit,the duration of the daily visit,and the consumer class(purposeful customer or un_purposeful customer)will Will have an impact on the advertising effect of the shopping center.At the same time,there is a relationship between consumers and different stores in shopping center.Related shops and popular shops can assist the model to dig deeper into the behavior of consumers.In addition,we find that the probability of a consumer responding positively to a mobile ad is highest at the beginning of his entry into the mall,and with this consumer's stay,it decreased first and increased before the consumer's departure.Based on the above conclusions,this paper summarizes the 4W strategy model of DSP advertising based on consumer movement trajectory,and discuss the relationship between the different roles that use the model(i.e.advertising agency,advertising buyers,advertising audiences,etc.).In thesametime,this paper puts forward the suggestion of using 4W strategy model of DSP advertising based on consumer movement trajectory for advertising agency and advertising buyers,to help them achieve their own profit targets,in order to maintain and develop advertising audience more reasonably,and to improve the effectiveness of advertising while improving the consumer service experience.