research-article

Efficient Content Distribution in DOOH Advertising Networks Exploiting Urban Geo-Social Connectivity

Authors:

Fang-Zhou Jiang,

Kanchana Thilakarathna,

Aruna SeneviratneAuthors Info & Claims

WWW '17 Companion: Proceedings of the 26th International Conference on World Wide Web Companion

Pages 1363 - 1370

https://doi.org/10.1145/3041021.3051156

Published: 03 April 2017 Publication History

Abstract

Digital out-of-home (DOOH) advertising networks, comprised of pervasive distributed digital signages (screens), are rapidly growing. It is reported that more than 70% of DOOH revenue comes from local ads, while it is especially challenging to decide when and where to deliver the most suitable ad due to the spatio-temporal dynamics of human mobility and preferences. Understanding urban geo-social connectivity in terms of people movement would greatly benefit ad content distribution, and could potentially be utilized by a large number of mobile applications and geo-social services. However, existing DOOH ad distribution systems are designed to target individuals, which might not be the best choice in public spaces, and do not consider the preferences of "cohort of users". In this paper, we propose an alternative approach to target cohort of users extracting urban geo-social connectivity through large-scale mobile network data and existing geo-social service data. We construct a dynamic urban geo-social connectivity graph, and formulate the problem of distributing ads for maximum exposure to the "right" users under a constrained budget. Hence, we propose a heuristic algorithm. Simulation results show that our system targeting "cohort of users" achieves a maximum 300% improvement compared to naive distributing method in displaying ads to the "right people" when user preferences are completely known, while a minimum of 25% improvement when the knowledge of user preferences is limited.

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Cited By

García Carrizo J(2023)Sustainable Outdoor Advertising: The Importance of Digital Screens in Urban Sustainability and in Out-of-Home AdvertisingÁrea Abierta10.5209/arab.8900923:3(185-202)Online publication date: 3-Nov-2023
https://doi.org/10.5209/arab.89009
Fang ZWang GWang SZuo CZhang FZhang D(2020)CellRep: Usage Representativeness Modeling and Correction Based on Multiple City-Scale Cellular NetworksProceedings of The Web Conference 202010.1145/3366423.3380141(584-595)Online publication date: 20-Apr-2020
https://dl.acm.org/doi/10.1145/3366423.3380141
Huang MFang ZWeibel RZhang THuang H(2020)Dynamic optimization models for displaying outdoor advertisement at the right time and placeInternational Journal of Geographical Information Science10.1080/13658816.2020.1823396(1-26)Online publication date: 24-Sep-2020
https://doi.org/10.1080/13658816.2020.1823396
Show More Cited By

Index Terms

Efficient Content Distribution in DOOH Advertising Networks Exploiting Urban Geo-Social Connectivity
1. Information systems
  1. Information systems applications
    1. Spatial-temporal systems
      1. Location based services
  2. World Wide Web
    1. Online advertising
      1. Social advertising
2. Networks
  1. Network performance evaluation
    1. Network performance analysis

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Published In

cover image ACM Other conferences

WWW '17 Companion: Proceedings of the 26th International Conference on World Wide Web Companion

April 2017

1738 pages

ISBN:9781450349147

General Chairs:
Rick Barrett
W3Events
,
Rick Cummings
Murdoch University
,
Program Chairs:
Eugene Agichtein
Emory University
,
Evgeniy Gabrilovich
Google Research

Sponsors

IW3C2: International World Wide Web Conference Committee

In-Cooperation

SIGWEB: ACM Special Interest Group on Hypertext, Hypermedia, and Web

Publisher

International World Wide Web Conferences Steering Committee

Republic and Canton of Geneva, Switzerland

Publication History

Published: 03 April 2017

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Funding Sources

Commonwealth Government of Australia
Data61 CSIRO
National Institute of Informatics

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WWW '17

Sponsor:

IW3C2

WWW '17: 26th International World Wide Web Conference

April 3 - 7, 2017

Perth, Australia

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WWW '17 Companion Paper Acceptance Rate 164 of 966 submissions, 17%;

Overall Acceptance Rate 1,899 of 8,196 submissions, 23%

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Cited By

García Carrizo J(2023)Sustainable Outdoor Advertising: The Importance of Digital Screens in Urban Sustainability and in Out-of-Home AdvertisingÁrea Abierta10.5209/arab.8900923:3(185-202)Online publication date: 3-Nov-2023
https://doi.org/10.5209/arab.89009
Fang ZWang GWang SZuo CZhang FZhang D(2020)CellRep: Usage Representativeness Modeling and Correction Based on Multiple City-Scale Cellular NetworksProceedings of The Web Conference 202010.1145/3366423.3380141(584-595)Online publication date: 20-Apr-2020
https://dl.acm.org/doi/10.1145/3366423.3380141
Huang MFang ZWeibel RZhang THuang H(2020)Dynamic optimization models for displaying outdoor advertisement at the right time and placeInternational Journal of Geographical Information Science10.1080/13658816.2020.1823396(1-26)Online publication date: 24-Sep-2020
https://doi.org/10.1080/13658816.2020.1823396
Huang MFang ZXiong SZhang T(2019)Interest-Driven Outdoor Advertising Display Location Selection Using Mobile Phone DataIEEE Access10.1109/ACCESS.2019.2903277(1-1)Online publication date: 2019
https://doi.org/10.1109/ACCESS.2019.2903277

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