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dc.contributor.advisorKarjaluoto, Heikki
dc.contributor.advisorShaikh, Aijaz A.
dc.contributor.authorTiet, Thanh
dc.date.accessioned2020-05-20T06:05:32Z
dc.date.available2020-05-20T06:05:32Z
dc.date.issued2020
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/69105
dc.description.abstractProgrammatic advertising has developed rapidly in recent years and become the driver of the exponential growth of online advertising. Programmatic advertising initially involved with programmatic buying and gradually evolved to include programmatic creative. While programmatic buying could be dated back from the 2000s and already developed, programmatic creative is a new phenomenon in recent years and still developing. In brief, programmatic advertising is the combination of technology and audience data, which allows brands to deliver personalised ads to the right target audience at scale. This thesis studies the situation of programmatic advertising and its planning and implementation process in emerging countries, especially Vietnam market. The study results suggest that programmatic advertising is leveraged for both long-term brand building campaigns and short-term direct response campaigns for different reasons. And each campaign objective has different planning and implementation process. In brief, the advertising process for short-term direct response campaigns is a non-linear process in which the planning phase and implementation phase are integrated with each other, while the advertising process for long-term brand building campaigns skews toward the linear spectrum and the two phases are clearly separated. Furthermore, the programmatic advertising process is data-driven because data are leveraged in all steps of the advertising process. Lastly, the advertising process requires a balanced combination between system automation and digital specialists’ involvement to be effective.en
dc.format.extent88
dc.language.isoen
dc.subject.otherprogrammatic advertising
dc.subject.otheradvertising process
dc.subject.otheradvertising campaign management
dc.titleThe planning and implementation process of programmatic advertising campaigns in emerging markets.
dc.identifier.urnURN:NBN:fi:jyu-202005203359
dc.type.ontasotMaster’s thesisen
dc.type.ontasotPro gradu -tutkielmafi
dc.contributor.tiedekuntaKauppakorkeakoulufi
dc.contributor.tiedekuntaSchool of Business and Economicsen
dc.contributor.laitosTaloustieteetfi
dc.contributor.laitosBusiness and Economicsen
dc.contributor.yliopistoJyväskylän yliopistofi
dc.contributor.yliopistoUniversity of Jyväskyläen
dc.contributor.oppiaineMarkkinointifi
dc.contributor.oppiaineMarketingen
dc.rights.copyrightJulkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty.fi
dc.rights.copyrightThis publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.en
dc.contributor.oppiainekoodi20423
dc.subject.ysoverkkomainonta
dc.subject.ysoonline advertising


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