Publication:
Predicting advertising volumes: A structural time series approach

cris.virtual.departmentVWL, insb. Industrieökonomik
cris.virtual.department#PLACEHOLDER_PARENT_METADATA_VALUE#
cris.virtual.departmentbrowseVWL, insb. Industrieökonomik
cris.virtual.departmentbrowseVWL, insb. Industrieökonomik
cris.virtualsource.department9109bee2-6ea7-490b-8065-090efb707220
cris.virtualsource.department#PLACEHOLDER_PARENT_METADATA_VALUE#
dc.contributor.authorDewenter, Ralf
dc.contributor.authorHeimeshoff, Ulrich
dc.date.issued2016
dc.description.abstractMedia platforms typically operate in a two-sided market, where advertising space serves as a major source of revenues. However, advertising volumes are highly volatile over time and characterized by cyclical behavior. Firms' marketing expenditures in general are far from stable. Due to planning of future issues as well as financial planning, platforms have to forecast the demand for advertising space in their future issues. We use structural time series analysis to predict advertising volumes and compare the results with simple autoregressive models.
dc.description.versionNA
dc.identifier.isbn978-3-86304-227-1
dc.identifier.urihttps://openhsu.ub.hsu-hh.de/handle/10.24405/9836
dc.identifier.urlhttp://hdl.handle.net/10419/147005
dc.identifier.urlhttp://www.dice.hhu.de/fileadmin/redaktion/Fakultaeten/Wirtschaftswissenschaftliche_Fakultaet/DICE/Discussion_Paper/228_Dewenter_Heimeshoff.pdf
dc.language.isoen
dc.publisherdüsseldorf university press
dc.relation.journalDICE discussion paper
dc.relation.orgunitVWL, insb. Industrieökonomik
dc.rights.accessRightsmetadata only access
dc.titlePredicting advertising volumes: A structural time series approach
dc.typeWorking paper
dcterms.bibliographicCitation.originalpublisherplaceDüsseldorf
dspace.entity.typePublication
hsu.identifier.ppn870644262
hsu.uniBibliography
oaire.citation.issue228
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