What size should a mobile ad be?

Pengyuan Wang, Wei Sun, Dawei Yin

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

Abstract

We present a causal inference framework for evaluating the impact of advertising treatments. Our framework is computationally efficient by employing a tree structure that specifies the relationship between user characteristics and the corresponding ad treatment. We illustrate the applicability of our proposal on a novel advertising effectiveness study: finding the best ad size on different mobile devices in order to maximize the success rates. The study shows a surprising phenomenon that a larger mobile device does not need a larger ad. In particular, the 300∗250 ad size is universally good for all the mobile devices, regardless of the mobile device size.

Original languageEnglish (US)
Title of host publicationWWW 2015 Companion - Proceedings of the 24th International Conference on World Wide Web
PublisherAssociation for Computing Machinery, Inc
Pages943-944
Number of pages2
ISBN (Electronic)9781450334730
DOIs
StatePublished - May 18 2015
Externally publishedYes
Event24th International Conference on World Wide Web, WWW 2015 - Florence, Italy
Duration: May 18 2015 → May 22 2015

Other

Other24th International Conference on World Wide Web, WWW 2015
CountryItaly
CityFlorence
Period5/18/15 → 5/22/15

Fingerprint

Mobile devices
Marketing

Keywords

  • Ad Size
  • Advertising
  • Causal Inference
  • Mobile

ASJC Scopus subject areas

  • Computer Networks and Communications
  • Software

Cite this

Wang, P., Sun, W., & Yin, D. (2015). What size should a mobile ad be? In WWW 2015 Companion - Proceedings of the 24th International Conference on World Wide Web (pp. 943-944). Association for Computing Machinery, Inc. https://doi.org/10.1145/2740908.2742567

What size should a mobile ad be? / Wang, Pengyuan; Sun, Wei; Yin, Dawei.

WWW 2015 Companion - Proceedings of the 24th International Conference on World Wide Web. Association for Computing Machinery, Inc, 2015. p. 943-944.

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

Wang, P, Sun, W & Yin, D 2015, What size should a mobile ad be? in WWW 2015 Companion - Proceedings of the 24th International Conference on World Wide Web. Association for Computing Machinery, Inc, pp. 943-944, 24th International Conference on World Wide Web, WWW 2015, Florence, Italy, 5/18/15. https://doi.org/10.1145/2740908.2742567
Wang P, Sun W, Yin D. What size should a mobile ad be? In WWW 2015 Companion - Proceedings of the 24th International Conference on World Wide Web. Association for Computing Machinery, Inc. 2015. p. 943-944 https://doi.org/10.1145/2740908.2742567
Wang, Pengyuan ; Sun, Wei ; Yin, Dawei. / What size should a mobile ad be?. WWW 2015 Companion - Proceedings of the 24th International Conference on World Wide Web. Association for Computing Machinery, Inc, 2015. pp. 943-944
@inproceedings{106fcc07d85a408bb24e3455979928cf,
title = "What size should a mobile ad be?",
abstract = "We present a causal inference framework for evaluating the impact of advertising treatments. Our framework is computationally efficient by employing a tree structure that specifies the relationship between user characteristics and the corresponding ad treatment. We illustrate the applicability of our proposal on a novel advertising effectiveness study: finding the best ad size on different mobile devices in order to maximize the success rates. The study shows a surprising phenomenon that a larger mobile device does not need a larger ad. In particular, the 300∗250 ad size is universally good for all the mobile devices, regardless of the mobile device size.",
keywords = "Ad Size, Advertising, Causal Inference, Mobile",
author = "Pengyuan Wang and Wei Sun and Dawei Yin",
year = "2015",
month = "5",
day = "18",
doi = "10.1145/2740908.2742567",
language = "English (US)",
pages = "943--944",
booktitle = "WWW 2015 Companion - Proceedings of the 24th International Conference on World Wide Web",
publisher = "Association for Computing Machinery, Inc",

}

TY - GEN

T1 - What size should a mobile ad be?

AU - Wang, Pengyuan

AU - Sun, Wei

AU - Yin, Dawei

PY - 2015/5/18

Y1 - 2015/5/18

N2 - We present a causal inference framework for evaluating the impact of advertising treatments. Our framework is computationally efficient by employing a tree structure that specifies the relationship between user characteristics and the corresponding ad treatment. We illustrate the applicability of our proposal on a novel advertising effectiveness study: finding the best ad size on different mobile devices in order to maximize the success rates. The study shows a surprising phenomenon that a larger mobile device does not need a larger ad. In particular, the 300∗250 ad size is universally good for all the mobile devices, regardless of the mobile device size.

AB - We present a causal inference framework for evaluating the impact of advertising treatments. Our framework is computationally efficient by employing a tree structure that specifies the relationship between user characteristics and the corresponding ad treatment. We illustrate the applicability of our proposal on a novel advertising effectiveness study: finding the best ad size on different mobile devices in order to maximize the success rates. The study shows a surprising phenomenon that a larger mobile device does not need a larger ad. In particular, the 300∗250 ad size is universally good for all the mobile devices, regardless of the mobile device size.

KW - Ad Size

KW - Advertising

KW - Causal Inference

KW - Mobile

UR - http://www.scopus.com/inward/record.url?scp=84968572863&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84968572863&partnerID=8YFLogxK

U2 - 10.1145/2740908.2742567

DO - 10.1145/2740908.2742567

M3 - Conference contribution

AN - SCOPUS:84968572863

SP - 943

EP - 944

BT - WWW 2015 Companion - Proceedings of the 24th International Conference on World Wide Web

PB - Association for Computing Machinery, Inc

ER -

Access to Document