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| Author: | Lekakos, G. |
| Title: | It's personal - Extracting lifestyle indicators in digital television advertising |
| Journal: | Journal of Advertising Research
2009 : DEC, VOL 49:4, p. 404-418 |
| Index terms: | television advertising digital technology life style market segmentation |
| Language: | eng |
| Abstract: | The new digital television technology offers marketers a great opportunity to do personalized advertising and include interactive features in their ads based on the viewers' interests. The purpose of this article is to study how lifestyle can be exploited as a predictor of consumer behavior and to develop an efficient personalization approach for digital television advertising using dynamic user-driven data. Lifestyle indicators that model consumers' lifestyle membership are extracted in a digital television environment, and utilized in a personalization algorithm, which can help advertisers in targeting their messages to different lifestyle segments. |
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