Management Review Quarterly

, Volume 64, Issue 2, pp 101–124 | Cite as

Adaptation strategies to increase advertisement effectiveness in digital media

State-of-the-Art

Abstract

Personalization can break through the information clutter in digital media and increase advertising effectiveness. However, the term personalization refers to many different adaptation strategies, each of which lead to distinct functional requirements for adaptive advertising systems: additionally, these adaptation strategies can affect consumers in different ways. Therefore, it is necessary to differentiate between them. To do so, we suggest the PERSIT matrix, which distinguishes between PERson-centric and SITuation-centric adaptation strategies. Studies in the field of digital-out-of-home advertising are structured using the six identified adaptation strategies for advertising. Furthermore, the PERSIT matrix supports users in making educated decisions by encouraging them to select an adaptation strategy that fits the desired advertising goals. The matrix establishes a common base of understanding between advertisers and system designers, allowing effective cross-domain communication.

Keywords

Personalization Person-centred adaptation Situation-centred adaptation Digital-out-of-home-advertising Adaptation 

Zusammenfassung

Personalisierung kann dazu beitragen, das Informations-Wirrwarr in digitalen Medien zu durchdringen und die Werkeeffektivität zu erhöhen. Der Begriff “Personalisierung” bezieht sich jedoch auf viele unterschiedliche Adaptionsstrategien, wobei jede zu unterschiedlichen funktionalen Anforderungen für adaptive Werbesysteme führt; darüber hinaus können diese Adaptionsstrategien Konsumenten auf unterschiedliche Weise beeinflussen. Aus diesem Grund ist es notwendig, zwischen diesen Strategien zu unterscheiden. Dafür schlagen wir die PERSIT-Matrix vor, die zwischen PERsonenbezogenen und SITuationsbezogenen Adaptionsstrategien unterscheidet. Studien im Bereich der digitalen Außenwerbung werden anhand der sechs identifizierten Adaptionsstrategien für Werbung strukturiert. Des Weiteren unterstützt die PERSIT-Matrix ihre Benutzer darin, fundierte Entscheidungen zu treffen, da die Matrix darauf abzielt, eine Adaptionsstrategie zu wählen, die den gewünschten Werbezielen entspricht. Die Matrix stellt dabei ein Grundverständnis unter Werbeverantwortlichen und Systemdesignern her, was eine effektive, fachbereichsübergreifende Kommunikation ermöglicht.

Stichwörter

Personalisierung Personenbezogene Adaption Situationsbezogene Adaption Digitale Außenwerbung Adaption 

JEL Classification

M37  L82  L86 

Notes

Acknowledgments

The authors thank the editor and the anonymous reviewers for their helpful comments on an earlier version of the article, which contributed tremendously to improving the manuscript.

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Copyright information

© Wirtschaftsuniversität Wien, Austria 2014

Authors and Affiliations

  1. 1.Department of Information Systems and OperationsVienna University of Economics and BusinessViennaAustria

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