Quotation Bauer, Christine, Lasinger, Peter. 2014. Adaptation strategies to increase advertisement effectiveness in digital media. Management Review Quarterly 64 (2): 101-124.




Personalization can break through the information clutter in digital media and increase advertising effectiveness. However, the term personalization refers to many different adaptation strategies, each of which lead to distinct functional requirements for adaptive advertising systems: additionally, these adaptation strategies can affect consumers in different ways. Therefore, it is necessary to differentiate between them. To do so, we suggest the PERSIT matrix, which distinguishes between PERson-centric and SITuation-centric adaptation strategies. Studies in the field of digital-out-of-home advertising are structured using the six identified adaptation strategies for advertising. Furthermore, the PERSIT matrix supports users in making educated decisions by encouraging them to select an adaptation strategy that fits the desired advertising goals. The matrix establishes a common base of understanding between advertisers and system designers, allowing effective cross-domain communication.


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Management Review Quarterly
WU-Journal-Rating new FIN-A, STRAT-C
Language English
Title Adaptation strategies to increase advertisement effectiveness in digital media
Volume 64
Number 2
Year 2014
Page from 101
Page to 124
Reviewed? Y
URL http://dx.doi.org/10.1007/s11301-014-0101-0


Bauer, Christine (Former researcher)
Lasinger, Peter (Austria)
Institute for Information Systems and Society IN (Details)
Research areas (Ă–STAT Classification 'Statistik Austria')
1146 Management information systems (Details)
1161 Human-computer interaction (Details)
5300 Economics (Details)
5320 Marketing (Details)
5367 Management information systems (Details)
5937 Information systems (Details)
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