Performance Optimierung von dynamischen Onlinewerbemitteln

The internet is a daily medium in today's digital society. This contributes to an increased shift of advertising measures to the online advertising market. Aggressive advertising behavior and an inaccurate targeting of audiences can lead to users feeling disturbed, resulting in a loss of acceptance and attention effectiveness of the advertising medium. Users turn away. Performance optimization is a goal of media planning, which aims to increase the revenue generated from the success controls of the advertising materials, thereby enhancing advertising success. The assumption here is that the visual design positively impacts attention effectiveness and acceptance, and thus statistically measurable influences advertising success. The main focus of this work is on optimizing the advertising success of a dynamic online advertising medium by influencing its visual design. Dynamic advertising formats in the online sector can reduce wastage through interest-based selection of the advertising material, increase advertising success, and thus ensure a target audience-oriented user approach with maximum budget utilization.