A Real-Time Bidding Gamification Service of Retailer Digital Transformation

Chang-Yi Kao and Hao-En Chueh

SAGE Open, 2022, vol. 12, issue 2, 21582440221091246

Abstract: Real-time bidding (RTB), which holds bids for advertisers to choose when and where to display their advertisements with desired budgets, is one way to improve effectiveness. We proposed supply side platform (SSP) and demand side platform (DSP) to integrate supplier side and demand side as solution. The proposed method combines two digital technology service, gamified RTB and mobile location-based analysis (LBA). In order to make target customers make interactions actively with the advertisement contents, the idea of gamification is employed to increase customer participation. By the coupons in the gamifying RTB App, it have increased the coupon usage rate of 16.7% and 11.6% in the restaurant and apparel industries. It is a successfully digital transformation marketing service for retail industries. The gamified RTB plays an important role in making old business circles accept new technologies for the renewal of promotion strategies and help find the business directions in the future.

Keywords: real-time bidding; gamification; location-based analysis; customer-centric service design; digital transformation (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:12:y:2022:i:2:p:21582440221091246

DOI: 10.1177/21582440221091246

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