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Intelligent Tutoring System for the Impact Analysis and Assessment of Online Ads and Intuitive Online Ad Serving

Author

Listed:
  • T. Nampitch

    (Vilnius Gediminas Technical University, Vilnius, Lithuania)

  • Ieva Ubarte

    (Vilnius Gediminas Technical University, Vilnius, Lithuania)

  • Ingrida Vetloviene

    (Vilnius Gediminas Technical University, Vilnius, Lithuania)

  • Darius Skirmantas

    (Vilnius Gediminas Technical University, Vilnius, Lithuania)

Abstract

Real-time ad personalization is a major research area in modern marketing. According to Ecommerce Europe, 90% of offline shoppers say that personalized ads play a big role in their decisions to buy, while 51% of buyers would share their personal details if that would mean they see only relevant ads equated to information in the consumer’s mind. The idea of this research is to explore neuroadvertising by integrating research methods and to develop ViNeRS, a new method, and system. The ViNeRS method can process big data and offers automated online tips on ways to make ads more effective. Well-targeted ads can make businesses more efficient, help save resources, attract more users, and create opportunities for faster expansion. The researchs aim is to create the Intelligent tutoring system for the impact analysis and assessment of online ads and intuitive online ad serving, which will analyze and assess the impact of online ads (unfinished ad content), the efficiency of ads at each stage of their creation, determine their advantages and disadvantages, improve them until the most catchy version is achieved, enables integrated assessment of neurobiological viewer response and can make real-time selection of the most effective ad option. The system will be able to determine how many times a promotional message should be repeated in a certain part of your video to achieve an effective promotional campaign.

Suggested Citation

  • T. Nampitch & Ieva Ubarte & Ingrida Vetloviene & Darius Skirmantas, 2020. "Intelligent Tutoring System for the Impact Analysis and Assessment of Online Ads and Intuitive Online Ad Serving," International Journal of Technology and Engineering Studies, PROF.IR.DR.Mohid Jailani Mohd Nor, vol. 6(1), pages 16-22.
    • Handle: RePEc:apa:ijtess:2020:p:16-22
    DOI: 10.20469/ijtes.6.10003-1
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    References listed on IDEAS

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    1. Lim, Weng Marc, 2018. "Demystifying neuromarketing," Journal of Business Research, Elsevier, vol. 91(C), pages 205-220.
    2. Moors, Ellen H.M. & Kukk Fischer, Piret & Boon, Wouter P.C. & Schellen, Frank & Negro, Simona O., 2018. "Institutionalisation of markets: The case of personalised cancer medicine in the Netherlands," Technological Forecasting and Social Change, Elsevier, vol. 128(C), pages 133-143.
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