IDEAS home Printed from https://ideas.repec.org/a/apa/ijtess/2020p16-22.html
   My bibliography  Save this article

Intelligent Tutoring System for the Impact Analysis and Assessment of Online Ads and Intuitive Online Ad Serving

Author

Listed:
  • T. Nampitch

    (Vilnius Gediminas Technical University, Vilnius, Lithuania)

  • Ieva Ubarte

    (Vilnius Gediminas Technical University, Vilnius, Lithuania)

  • Ingrida Vetloviene

    (Vilnius Gediminas Technical University, Vilnius, Lithuania)

  • Darius Skirmantas

    (Vilnius Gediminas Technical University, Vilnius, Lithuania)

Abstract

Real-time ad personalization is a major research area in modern marketing. According to Ecommerce Europe, 90% of offline shoppers say that personalized ads play a big role in their decisions to buy, while 51% of buyers would share their personal details if that would mean they see only relevant ads equated to information in the consumer’s mind. The idea of this research is to explore neuroadvertising by integrating research methods and to develop ViNeRS, a new method, and system. The ViNeRS method can process big data and offers automated online tips on ways to make ads more effective. Well-targeted ads can make businesses more efficient, help save resources, attract more users, and create opportunities for faster expansion. The researchs aim is to create the Intelligent tutoring system for the impact analysis and assessment of online ads and intuitive online ad serving, which will analyze and assess the impact of online ads (unfinished ad content), the efficiency of ads at each stage of their creation, determine their advantages and disadvantages, improve them until the most catchy version is achieved, enables integrated assessment of neurobiological viewer response and can make real-time selection of the most effective ad option. The system will be able to determine how many times a promotional message should be repeated in a certain part of your video to achieve an effective promotional campaign.

Suggested Citation

  • T. Nampitch & Ieva Ubarte & Ingrida Vetloviene & Darius Skirmantas, 2020. "Intelligent Tutoring System for the Impact Analysis and Assessment of Online Ads and Intuitive Online Ad Serving," International Journal of Technology and Engineering Studies, PROF.IR.DR.Mohid Jailani Mohd Nor, vol. 6(1), pages 16-22.
    • Handle: RePEc:apa:ijtess:2020:p:16-22
    DOI: 10.20469/ijtes.6.10003-1
    as

    Download full text from publisher

    File URL: https://kkgpublications.com/technology-engineering-studies-volume-6-issue-1/
    Download Restriction: no
    File URL: https://kkgpublications.com/wp-content/uploads/2020/11/ijtes.6.10003-1.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.20469/ijtes.6.10003-1?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Lim, Weng Marc, 2018. "Demystifying neuromarketing," Journal of Business Research, Elsevier, vol. 91(C), pages 205-220.
    2. Moors, Ellen H.M. & Kukk Fischer, Piret & Boon, Wouter P.C. & Schellen, Frank & Negro, Simona O., 2018. "Institutionalisation of markets: The case of personalised cancer medicine in the Netherlands," Technological Forecasting and Social Change, Elsevier, vol. 128(C), pages 133-143.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Mendoza, Mario A. & Rodriguez Alfonso, Mauricio & Lhuillery, Stephane, 2021. "A battle of drones: Utilizing legitimacy strategies for the transfer and diffusion of dual-use technologies," Technological Forecasting and Social Change, Elsevier, vol. 166(C).
    2. Omidi, Afshin & Dal Zotto, Cinzia & Gandini, Alessandro, 2023. "Labor process theory and critical HRM: A systematic review and agenda for future research," European Management Journal, Elsevier, vol. 41(6), pages 899-913.
    3. Kapoor, Ankur & Sahay, Arvind & Singh, Nandini C. & Chandrasekhar Pammi, V.S. & Banerjee, Prantosh, 2023. "The neural correlates and the underlying processes of weak brand choices," Journal of Business Research, Elsevier, vol. 154(C).
    4. Popli, Manish & Ahsan, Faisal M. & Mukherjee, Debmalya, 2022. "Upper echelons and firm internationalization: A critical review and future directions," Journal of Business Research, Elsevier, vol. 152(C), pages 505-521.
    5. Teacu (Parincu)Alina & Varon David Juarez & Recuerda Ana Mengual & Micu Angela-Eliza & Capatina Alexandru, 2020. "Neuroscience Tools for Human Resource Management in Contemporary Organisations," Risk in Contemporary Economy, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, pages 13-21.
    6. Lim, Weng Marc & Rasul, Tareq, 2022. "Customer engagement and social media: Revisiting the past to inform the future," Journal of Business Research, Elsevier, vol. 148(C), pages 325-342.
    7. Bazi, Saleh & Hajawi, Doa'a, 2025. "Customer inspiration in the metaverse: Antecedents, mechanisms, and outcomes," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).
    8. Ana C. Martinez-Levy & Dario Rossi & Giulia Cartocci & Marco Mancini & Gianluca Flumeri & Arianna Trettel & Fabio Babiloni & Patrizia Cherubino, 2022. "Message framing, non-conscious perception and effectiveness in non-profit advertising. Contribution by neuromarketing research," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(1), pages 53-75, March.
    9. Satish Kumar & Weng Marc Lim & Nitesh Pandey & J. Christopher Westland, 2021. "20 years of Electronic Commerce Research," Electronic Commerce Research, Springer, vol. 21(1), pages 1-40, March.
    10. Daria Plotkina & Landisoa Rabeson, 2022. "The role of transactionality of mobile branded apps in brand experience and its impact on loyalty," Journal of Brand Management, Palgrave Macmillan, vol. 29(5), pages 470-483, September.
    11. Yatish Joshi & Weng Marc Lim & Khyati Jagani & Satish Kumar, 2025. "Social media influencer marketing: foundations, trends, and ways forward," Electronic Commerce Research, Springer, vol. 25(2), pages 1199-1253, April.
    12. Mandolfo, Marco & Dalmazi, Michele Di & Paolo, Francesco Di & Lamberti, Lucio, 2025. "Beyond exposure: The influence of user tasks and induced presence on product placement effectiveness in virtual environments," Journal of Business Research, Elsevier, vol. 197(C).
    13. Ahmed H. Alsharif & Nor Zafir Md Salleh & Mazilah Abdullah & Ahmad Khraiwish & Azmirul Ashaari, 2023. "Neuromarketing Tools Used in the Marketing Mix: A Systematic Literature and Future Research Agenda," SAGE Open, , vol. 13(1), pages 21582440231, February.
    14. Lim, Weng Marc & O'Connor, Peter & Nair, Sumesh & Soleimani, Samaneh & Rasul, Tareq, 2023. "A foundational theory of ethical decision-making: The case of marketing professionals," Journal of Business Research, Elsevier, vol. 158(C).
    15. Kautish, Pradeep & Lim, Weng Marc & Joshi, Nisarg, 2025. "Awe-inspired experience in the metaverse: A multi-study investigation," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).
    16. Eun-Ho Kim & Dongho Yoo & Sun-Jae Doh, 2021. "Self-construal on brand fan pages: the mediating effect of para-social interaction and consumer engagement on brand loyalty," Journal of Brand Management, Palgrave Macmillan, vol. 28(3), pages 254-271, May.
    17. Dedehayir, Ozgur & Mäkinen, Saku J. & Ortt, J. Roland, 2022. "Innovation ecosystems as structures: Actor roles, timing of their entrance, and interactions," Technological Forecasting and Social Change, Elsevier, vol. 183(C).
    18. Essen, Anna & Frishammar, Johan & Cenamor, Javier, 2023. "Entering non-platformized sectors: The Co-evolution of legitimacy debates and platform business models in digital health care," Technovation, Elsevier, vol. 121(C).
    19. Temina, Olga & Zvonareva, Olga & Horstman, Klasien, 2023. "Patients' work and fluid trajectories: Access to medicines for oncological and rare diseases in Russia," Social Science & Medicine, Elsevier, vol. 317(C).
    20. Alexander Flaig & Daniel Kindström & Mikael Ottosson, 2021. "Market-shaping phases—a qualitative meta-analysis and conceptual framework," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 354-374, December.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:apa:ijtess:2020:p:16-22. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: PROF.IR.DR.Mohid Jailani Mohd Nor (email available below). General contact details of provider: https://kkgpublications.com/technology/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.