publication . Article . Other literature type . 2003

Broadcast scheduling for mobile advertising

Bert De Reyck; Zeger Degraeve;
Open Access
  • Published: 01 Jul 2003
  • Publisher: INST OPERATIONS RESEARCH MANAGEMENT SCIENCES
  • Country: United Kingdom
Abstract
We describe a broadcast scheduling system developed for a precision marketing firm specialized in location-sensitive permission-based mobile advertising using SMS (Short Message Service) text messaging. Text messages containing advertisements were sent to registered customers when they were shopping in one of two shopping centers in the vicinity of London. The ads typically contained a limited-time promotional offer. The company's problem was deciding which ads to send out to which customers at what particular time, given a limited capacity of broadcast time slots, while maximizing customer response and revenues from retailers paying for each ad broadcast. We so...
Persistent Identifiers
Subjects
free text keywords: Mobile advertising, Scheduling (production processes), Permission, Integer programming, Revenue, Advertising, Precision marketing, Broadcasting, business.industry, business, Computer science, Short Message Service
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