Targeted Advertising Placement in Video Platforms: Implications for Business Profitability

Zihan Zhu; Xinyue Zhao

doi:10.54254/2754-1169/21/20230235

Research Article

Open access

Published on 13 September 2023

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Zhu,Z.;Zhao,X. (2023). Targeted Advertising Placement in Video Platforms: Implications for Business Profitability. Advances in Economics, Management and Political Sciences,21,66-77.

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Targeted Advertising Placement in Video Platforms: Implications for Business Profitability

Zihan Zhu *^,1, Xinyue Zhao ²

¹ North China Electric Power University
² Weiming School

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2754-1169/21/20230235

Abstract

Advertising is an important tool used to deliver commercial messages with a strong economic purpose. With the development of online information, more and more companies or advertisers choose to advertise on large video platforms. However, the ambiguity of advertising positioning has led to a low tolerance of the audience population to the advertisements placed on video platforms. "Targeted advertising" and "precision marketing" have always been commercial buzzwords, and targeted advertising is one of the marketing strategies of precision marketing. In this paper, we explore the attitudes and preferences of different groups of people in terms of ad appearance, ad type and ad content, as well as the differences and connections between public service ads and commercial ads, using a large video platform in mainland China as a background. Among them, it is found that for the group of company employees, they prefer food-based ads, which is quite different from what is expected. For companies, placing more precisely targeted ads is conducive to positive communication in the bilateral market.

Keywords

targeted advertising, video platforms, marketing strategy, advertising acception

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Cite this article

Zhu,Z.;Zhao,X. (2023). Targeted Advertising Placement in Video Platforms: Implications for Business Profitability. Advances in Economics, Management and Political Sciences,21,66-77.

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About volume

Volume title: Proceedings of the 2023 International Conference on Management Research and Economic Development

Conference website: https://2023.icmred.org/

ISBN：978-1-915371-85-0(Print) / 978-1-915371-86-7(Online)

Conference date: 28 April 2023

Editor：Canh Thien Dang, Javier Cifuentes-Faura

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.21

ISSN：2754-1169(Print) / 2754-1177(Online)

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