Scheduling Methods On IPTV Advertising With Considering Advertising Repetition

In recent years,with the vigorous development of network,a new type of network television IPTV based on the network has been paid increasing attention.IPTV has come to China for over 10 years,and it owns more than 41 million users by August 2015 due to the driven factors such as market,policy and so on.At the same time,it also means that advertising industry also leads to the era of new media advertising,which is no longer limited to traditional TV,paper,radio media or any other channels of communication.However,research about the current IPTV advertising has not yet fully mature,and many businesses depend on human experience to schedule advertising.It may not meet the demand of the advertisers and may even waste advertising resources.Number of advertising repetition is the number of times a targeted user has seen an advertisement over a period of time.Advertising repetition has a profound impact on the users.They will have no impression on advertising if they see it few times,but they well feel boring if they see it too many times.Therefore,choosing the suitable advertising repetition for users is particularly important in the process of advertising scheduling.By taking the users'purchase intention as the measure of advertising repetition,advertising distribution model is established.The main contents of the thesis are given as follows:(1)Structures of users click data and IPTV orders data are analyzed and summarized from time and program aspects,individually.Advertising strategy for the network television company is provided according to the characteristics of the data.(2)By focusing on the background of IPTV network television industry and the characteristics of advertising,considering time and program demand of advertisers,considering limited advertising inventory,a mathematical optimization model of IPTV advertising scheduling is established with the objective of maximizing profit.The proposed model can be solved with CPLEX.Finally,the feasibility of the algorithm model is verified through a Shanghai network television company's cases.(3)Based on the time and program demand of advertisers as well as limited advertising inventory and by considering effect of advertising repetition,a mathematical optimization model of IPTV advertising scheduling is established with the objective of maximizing purchase amount.Finally,the feasibility of the algorithm model is verified through real data.The results of the case study with considering advertising repetition are compared with those without considering advertising repetition,and it is shown that the proposed method can achieve better optimization results.