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Are Trending Topics Useful for Marketing? Visibility of Trending Topics vs Traditional Advertisement

Are Trending Topics Useful for Marketing? Visibility of Trending Topics vs Traditional Advertisement. Juan Miguel Carrascosa Roberto González Rubén Cuevas Arturo Azcorra. Motivation. Do TTs offer more/less/similar visibility than traditional ads?

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Are Trending Topics Useful for Marketing? Visibility of Trending Topics vs Traditional Advertisement

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  1. Are TrendingTopicsUsefulfor Marketing?Visibility of TrendingTopics vs TraditionalAdvertisement Juan Miguel Carrascosa Roberto González Rubén Cuevas Arturo Azcorra

  2. Motivation Do TTs offer more/less/similar visibility than traditional ads? Marketing strategies are typically applied in a localized context (i.e., in a country). Then it is important to investigate whether TTs are a valid marketing tool for all countries or just for few of them. • Twitter is one of the most important OSNs • (+540M users, +340M tweets per day ). • One of the main features offered in Twitter is the Trending Topics (TTs). • It seems that TTs are being used in the context of advertisement and marketing. • Lack of rigorous quantitative studies.

  3. Goals To Characterize the visibility offered by TTs across a large number of countries. To Compare the visibility offered by TTs and advertisements in traditional media (e.g., newspaper ads or radio stations' commercials).

  4. MeasurementMethodologyTwitter API • Twitter (List of TTs ) • Worldwide, 35 countries and 215 cities. • Streaming and REST API (best effort nature) • Trending Topics List • Tweets

  5. MeasurementMethodologyTemporal Metrics • Quantitative Metrics: • Number of Tweets. • Number of Users. • Temporal Metrics: • Number of Active Periods: number of times a given TT appears in the top10 list. • Total active time: the total time a trend has been in the list of 10 Trending Topics across one or multiples active periods. • Age: total time between the first time and the last time it was a Trending Topic across one or multiple active periods. # of tweets • # of Active Periods= 3 • Total active time: • 10 + 20 + 30 = 60 min. • Age: 9:00 – 12:00 (3 hours) 9:00 – 9:10 10:10 – 10:3011:30 – 12:00 time

  6. MeasurementMethodologyAccuracy • WW-TT-2011  20 min • WW-TT-2012  10 min • WW-TT-2013  10 min Dec 2011: Twitterlargesystemupgrade 1. Capableof accurately capture thevisibilityassociatedtoTTs. 2. Toidentifychangesonthealgorithm.

  7. Visibility of TrendingTopicsacrossCountries A first look at TTsvisibility Net-Visibility Potential-Visibility Potential-online-visibility

  8. Visibility of TTsA first look at TTs (total active time) Median Active Time: LtV = 70min MtV = 350min HtV = 700 min High variabilityon total active time (20min US, 1000 min NZ)

  9. Visibility of TTs: Metrics (Banner-blindnees)

  10. Visibility of TTs: Metrics

  11. Visibility of TTs: Metrics

  12. Visibility of TTs: Metrics NG IE IE NG

  13. TTs vs TraditionalAdvertisementChannels Background Comparative

  14. TTs vs TraditionalAdvertisementChannelsBackground GRP (Gross Rating Points): De facto metricusedontraditionalchannels. Problem: relyontheinformationprovidedbyaudiometers There is a controversial debate regarding the suitability of GRP for advertisement in online media. OurPV metric (contrary to GRP) does not need any special devices  allows comparing the visibility of traditional and new types of advertisement channels.

  15. TTs vs TraditionalAdvertisementChannels • Assumptions: • α is equal to 1 because the ad uses all the bandwidth of the medium. • Newspaper: (25min 53 sec) • Eye-tracking: R. Pietersand M. Wedel report that the average time that readers dedicate to an ad in newspapers is 17.26s. • Radio: (1080 min) • Duration of radio-stations’ commercials of 60 seconds. • Aggressivecampaign in which the ad is played 12 times a day. • Results: • Radio: IE, FR, DE, ES and UK • Twitter: CA, CO, NZ and US. • Newspapers: GT

  16. Visibility of TTswithin a Country

  17. Visibility of TTswithin a CountrySemantic • Developing a semantictool: • DBpedia • IMDb • Self-definedcategories: Handful set of meaningful semantic classes

  18. Visibility of TTswithin a CountrySemantic • Hashtags • DifferentBehaviourdependingonthe country.

  19. Conclusions “Trending Topics present a comparable visibility to other traditional advertisement channels and thus they can be considered a useful tool in marketing and advertisement contexts. However, the high variability on the visibility offered by Trending Topics across (and within) countries suggests that we should apply the described methodology to obtain accurate results for each specific case.”

  20. Questions

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