Targeted Ads Experiment on Instagram

  • Heechul Kim
  • Meeyoung ChaEmail author
  • Wonjoon Kim
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 10047)


Ensuring media is brought appropriately and directed toward the “right people” is an important challenge. Marketers have traditionally employed demographic-based strategies such as age and gender to find target ad viewers. This research explores an alternative method by utilizing the embedding of brand relationships drawn from rich social media data. We presume that co-mentioned brands reflect the interest relationships of people and seek to exploit such information for targeted advertisements. Our 3-week experiment demonstrates the efficacy of the relationship-based ad campaign in yielding high click-through-rates. We also discuss the implications of our finding in designing social media-based marketing strategies.


Social media Targeted advertisement Ad experiment 



This work was partly supported by the Institute for Information & communications Technology Promotion (IITP) grant funded by the Korea government (MSIP) (R0115-15-100).


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Copyright information

© Springer International Publishing AG 2016

Authors and Affiliations

  1. 1.Graduate School of Culture TechnologyKAISTDaejeonSouth Korea
  2. 2.School of Business and Technology ManagementKAISTDaejeonSouth Korea

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