Assessing the Suitability of Digital Advertising Formats for Products from Diverse Business Sectors: Insights from Experts
Assessing the Suitability of Digital Advertising Formats for Products from Diverse Business Sectors: Insights from Experts

Summary/Abstract: Different companies need to spread the word about products; advertising agencies need to make rationaldecisions, simplify decision-making, find the best alternative, and increase the reach of potential users. Whiledemographic, geographic, etc. factors are recognized when selecting advertising tools, there's a scarcity ofstudies tailored to the suitability of digital advertising formats for products in a specific category. The exist-ing studies provide insights into ways to improve the effectiveness of individual digital advertising formatsbut are of limited use for strategic decision-making. This study assumes that some digital advertising formatsare more suitable for products from different business sectors than others. The primary objective is to assessthe suitability of digital advertising formats for different products categories. To achieve this objective, digitaladvertising formats and business sectors were categorized after delving into content and relevance. Survey-ing advertising experts in Spain, the study employs MCDA method to summarize outcomes. The researchfindings reveal that advertisement formats like Search Engine Marketing and Online Behavioral Advertisingare deemed most suitable across all sectors. Conversely, the Advergames exhibits the lowest assessment forthe Hygiene and Public Services. In-game advertising also got the lowest rating, primarily within the Hygieneand Public Services sector. At the same time, Merchandising of Famous Figures in a Virtual World receives aless favourable evaluation, particularly within the Financial Services sector. The research findings offer valuableguidelines for decision-makers in advertising, aiding in campaign strategic planning and identifying the mostexpedient digital advertising formats for products across diverse sectors.

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