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Author:Hokkanen, Tomi
Title:Feasibility characteristics for sponsored seach business models
Hakusanamainonnan liiketoimintamallien toteuttamiskelpoisuuteen vaikuttavat tekijät
Publication type:Master's thesis
Publication year:2011
Pages:[9] + 102      Language:   eng
Department/School:Tietotekniikan laitos
Main subject:Vuorovaikutteinen digitaalinen media   (T-111)
Supervisor:Vuorimaa, Petri
Instructor:Stenbäck, Anders
OEVS:
Electronic archive copy is available via Aalto Thesis Database.
Instructions

Reading digital theses in the closed network of the Aalto University Harald Herlin Learning Centre

In the closed network of Learning Centre you can read digital and digitized theses not available in the open network.

The Learning Centre contact details and opening hours: https://learningcentre.aalto.fi/en/harald-herlin-learning-centre/

You can read theses on the Learning Centre customer computers, which are available on all floors.

Logging on to the customer computers

  • Aalto University staff members log on to the customer computer using the Aalto username and password.
  • Other customers log on using a shared username and password.

Opening a thesis

  • On the desktop of the customer computers, you will find an icon titled:

    Aalto Thesis Database

  • Click on the icon to search for and open the thesis you are looking for from Aaltodoc database. You can find the thesis file by clicking the link on the OEV or OEVS field.

Reading the thesis

  • You can either print the thesis or read it on the customer computer screen.
  • You cannot save the thesis file on a flash drive or email it.
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  • You cannot edit the file.

Printing the thesis

  • You can print the thesis for your personal study or research use.
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  • Other customers can use the printer u90203-psc3. All printing is subject to a charge to non-University members.
Location:P1 Ark Aalto     | Archive
Keywords:sponsored search
search marketing
business model
value creation
revenue model
feasibility characteristics
hakusanamarkkinointi
hakusanamainonta
liiketoimintamalli
online mainonta
menestystekijät
hakukoneet
Abstract (eng): Advertising is increasingly transferring online.
This is evidenced by the constant increase in the percentage of online advertising spending of total advertising spending.
In Finland, online advertising spending is estimated to account for 23% of the total advertising spending by the year 2013.

Online advertising is targeted to online web properties attracting high volumes of users with specific interests.
Because the need to find information is tremendous, search engines attract all types of users with explicit intents.
With access to large amounts of users, search engines provide advertisers with extremely targeted means to reach specific users.
Currently, 30% of Finnish online advertising is dedicated to search engine marketing.

The rise of sponsored search has invoked a substantial amount of research on the related technical challenges.
However, no studies exist to date on feasible sponsored search business models.
The purpose of the present study is to develop a sponsored search business model feasibility frame-work.

The results reveal feasibility characteristics that should be taken into account when designing feasible sponsored search business models for Finnish search engine marketing agencies.
The results focus on feasibility characteristics related to service, technology, user interface, and finance of sponsored search business models.
Abstract (fin): Mainostaminen siirtyy yhä enemmän online-ympäristöön.
Nettimainonnan jatkuva kasvu kokonaismainonnan budjetista on selvä merkki tästä.
Suomessa nettimainonnan ennustetaan kasvavan 23 % vuoteen 2013 mennessä.

Nettimainonta on kohdistettu sivustoihin, jotka houkuttelevat suuria kävijämääriä ja täyttävät jonkun kävijätarpeen.
Koska tarve löytää tietoa on erittäin valtava, hakukoneet houkuttelevat suuren määrän kaikenlaisia kävijöitä, joilla kullakin on jokin spesifinen tarve.
Tuottaakseen kassavirtaa, hakukoneet tarjoavat mainostajille kävijäaikeisiin kohdistuvaa mainontaa.
Tällä hetkellä 30 % Suomen nettimainonnasta on hakukonemainontaa.

Hakusanamainonta on käynnistänyt huomattavan määrän tutkimuksia teknisiin aspekteihin.
Liiketoiminta näkökulmasta hakusanamainonnan tutkimukset ovat jääneet melko olemattomiksi.
Tämä tutkimus pyrkii tunnistamaan hakusanamainonnan liiketoimintamalleille toteuttamiskelpoisuuteen vaikuttavia tekijöitä.

Tulokset paljastavat kriittisiä tekijöitä, joita tulee huomioida suunnitellessa hakusanamainonnan liiketoimintamalleja suomalaisille hakusanamainontaa tarjoaville mediatoimistoille.
Tulokset liittyvät ominaisuuksiin, jotka liittyvät hakusanamainonnan palveluun, teknologiaan, käyttöliittymään, ja finanssiin.
ED:2012-01-23
INSSI record number: 43816
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