02831ntm a22004937i 4500 000544269 CZ-PrVSE 20180616112014.0 m d cr n|||||||||| 180616s2018 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Langmajerová, Lucie ISIS:99671 dis Ekonomie internetové reklamy eng Economics of Internet Advertising / Lucie Langmajerová 2018 ?? stran : digital, PDF soubor Vedoucí práce: Martin Janíčko Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Národohospodářská fakulta, 2018 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2018 The goal of this thesis is to answer the question what are the main drivers of the click probability as well as evaluate price efficiency of banner dimensions. Moreover, this work should help media planners to better optimize campaigns from the perspective of both costs and generated clicks. The main econometric methods used are logistic regression and decision tree. Furthermore, to involve price metric, score cards are applied. The key finding is that larger banners are more likely to be clicked on however just for desktops and laptops. Moreover, interactive banners have a higher probability of click as well as web page specific banner placement which is closely associated with banner targeting. On the contrary, the claim that likelihood of click in the campaign decreases over time was not accepted. Finally, price metric shows high efficiency of videos as well as images. Seznam.cz was found the most effective medium thanks to weather targeting. Způsob přístupu: Internet ekonomická analýza [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas advertisement cookie ID logistic regression Janíčko, Martin, 1983- mzk2009521993 ths Chytilová, Helena ntk2018979754 opn Vysoká škola ekonomická v Praze. Národohospodářská fakulta kn20010709401 dgg https://insis.vse.cz/zp/63712/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/63712 Hlavní práce https://insis.vse.cz/zp/63712/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/63712/posudek/oponent/57484 Oponentura https://insis.vse.cz/zp/63712/podrobnosti dc:identifier NEPOSILAT VSKP vse63712 180616 63712