Network-Based Model for Dissemination of Advertising

Abstract

The rapid development of mobile devices and their vast range of affordances have been widely exploited for commercial purposes these days. Moreover, mobile advertising is considered as a new trend of commercials for advertisers and marketers. It provides an opportunity to access consumers remotely at any time and any place. Recently, mobile advertising has been grown faster than most of other digital advertising formats. The current infrastructure of mobile devices provides with a convenient platform for mobile advertising. Therefore, the most effective way for mobile advertising is the use of mobile applications. Yet, advertising companies try to adopt new methods for improving their advertising campaign. In this paper, we investigate two dissemination-related issues in mobile advertising, namely, dissemination distance (for an ad), and dissemination direction. We propose two social inspired methods for the purpose of controlling the dissemination of ads within an area of interest. The first method is based on the concept of weak ties (in social networks) among individuals for disseminating ads and the second method is based on the concept of degree centrality of individuals. The findings show that our proposed approaches are efficient and reflected a high performance in terms of dissemination distance, and dissemination direction.