A Study on the Effect of Mobile Device upon Internet Advertisement Performance – Do Holidays and Weekends Matter?

• Main Authors: Tsai, Cheng Hung, 蔡政宏
• Other Authors: 張芳仁
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/98803974711923149677

碩士 === 開南大學 === 資訊管理學系 === 100 === This paper presents the effects of mobile device upon internet advertisement performance. In this paper, author used Impressions, Clicks and Click through Rate to study how mobile device affect the user browse behavior on holidays, weekends and weekdays, and on different type of websites. With the fast development of Internet technology, Internet is getting popular in Taiwan. As a result, more and more people rely on Internet and make Internet part of their life. In 2010, 60% of the population in Taiwan is Internet user. Due to its powerful communication capability and huge number of users, Internet becomes one of the best advertisement platforms that make many corporations put Internet on top of the list when it comes to advertising. Based on data and user’s experience in the past, users spent more time on Internet on holidays and weekends than on weekdays. That made the Internet advertisement performance different. But the analysis in this paper shows：When mobile device becomes popular, the Internet advertisement performance of holidays/weekends and that of weekdays are very close. The author suggests that holiday rate policy of Internet advertising should be challenged.