Performance Evaluation of Location-Based Advertising using Web Application Performance Testing (WAPT)

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ILia Kachalin
Chanintorn Jittawiriyanukoon


Marketers around the globe are certain of locationbased advertising which is the most exciting mobile marketing for 2016, according to a recent Internet Advertising Bureau (IAB) UK [1] study cited by digital marketing stats round-up. Location-based advertising technology can help the customers understand the classified ads, location–based advertising web forums and customer’s behavior. On the other hand this technology develops a new approach to individual advertisements-oriented websites design and implementation. Moreover the technology can also be beneficial to the classified ads websites niche market research, particularly in order to understand the main competitive characteristics and current market situation. The research outcomes can provide recommendations on how to evaluate and increase the performance or access time of the location-based advertising technology compare to traditional classified ads technology. For the purpose of the performance evaluation, the LoadComplete framework [2] based on Selenium Web-Driver API is  employed. Performance metrics are then collected using WAPT simulation [3]. Location-based advertising achieves better results by reducing item-search time to half compare to the legacy ads. It helps to save network bandwidth as well as beneficial to a faster- improving mobile marketing turn-around time.


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