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View all- Truong V(2023)Optimizing mobile in-app advertising effectiveness using app publishers-controlled factorsJournal of Marketing Analytics10.1057/s41270-023-00230-wOnline publication date: 22-May-2023
What Size Should A Mobile Ad Be?
Authors: 
Pengyuan Wang, Wei Sun, Dawei YinAuthors Info & Claims
Pengyuan Wang, Wei Sun, Dawei YinAuthors Info & ClaimsPages 943 - 944
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.
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Published In
May 2015
1602 pages
ISBN:9781450334730
DOI:10.1145/2740908
- General Chairs:
- Aldo Gangemi,
- Stefano Leonardi,
- Alessandro Panconesi
Copyright © 2015 Copyright is held by the International World Wide Web Conference Committee (IW3C2).
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- IW3C2: International World Wide Web Conference Committee
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Association for Computing Machinery
New York, NY, United States
Publication History
Published: 18 May 2015
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WWW '15
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- IW3C2
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View all- Truong V(2023)Optimizing mobile in-app advertising effectiveness using app publishers-controlled factorsJournal of Marketing Analytics10.1057/s41270-023-00230-wOnline publication date: 22-May-2023
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