Regional Analysis on Chinese Internet Ads with Click-Through Rates

DOI

10.2991/icebi.2010.38How to use a DOI?

Keywords

E-business, Internet Ads, Click-Through Rate, Regional Analysis

Abstract

Internet Ads is one of the important forms of E-business activities, due to its high targeting, rich contents, flexible media as well as high interactivity. Since the economy and Internet development of different regions in China are quite differentiated, the Internet Ads of different regions have significant regional characteristics. Based on the real log data from a Chinese Internet Ads intermediate, this paper empirically analyzes the differences and characteristics of Internet Ads of China¡¯s regions with the Click-Through Rates. Moreover, this paper proposes some suggestions for decision supporting Chinese Internet Ads players, i.e., websites, intermediates and advertisers, from a managerial perspective.

Copyright

© 2010, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Wei Li
AU  - Qiang Wei
AU  - Yaoqiang Chen
PY  - 2010/12
DA  - 2010/12
TI  - Regional Analysis on Chinese Internet Ads with Click-Through Rates
BT  - Proceedings of the 1st International Conference on E-Business Intelligence (ICEBI 2010)
PB  - Atlantis Press
SP  - 268
EP  - 273
SN  - 1951-6851
UR  - https://doi.org/10.2991/icebi.2010.38
DO  - 10.2991/icebi.2010.38
ID  - Li2010/12
ER  -