Title: The online target advertising design model: a conceptual model to provide theoretical guidelines, insights, and understanding in online target marketplaces and the development of websites and apps

Authors: Efosa C. Idemudia

Addresses: College of Business, Arkansas Tech University, Rothwell Hall, Room 448, 106 West O Street, Russellville, Arkansas 72801, USA

Abstract: This study presents generations of digital marketing business strategy, guidelines and insights to online social media companies for how to design online target advertisements in digital market places, application development, and methods for improving click-through rates. Prior research has focused mainly on the input and process components of designing online target advertisements. Hence, there has been limited research that addresses the influence of visual display principles (VDP) on the output component of online target advertisement design. Motivated by this limited research, we have developed the online target advertising design (OTAD) model that incorporates the VDP; the theoretical background for the VDP is the visual perception theory. The OTAD model provides guidelines, insights, and IT strategies for how to effectively design online banner ads, apps, and websites for digital target advertising. Also, the OTAD model encourages designers to pay equal attention to all the components that are involved in target advertising/marketing.

Keywords: e-commerce; electronic commerce; target advertising; visual display principles; visual perception theory; online ads; online advertising; click-through rates; advertising networks; social media; app development; apps; conceptual modelling; website development; digital marketing; marketing strategy; advert design; online banner ads; internet advertising.

DOI: 10.1504/IJITM.2016.077379

International Journal of Information Technology and Management, 2016 Vol.15 No.3, pp.195 - 226

Received: 25 Nov 2014
Accepted: 08 Aug 2015
Published online: 29 Jun 2016 *

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