Advertising and Brand Attitudes: Evidence from 575 Brands over Five YearsDec 11, 2018 Rex Yuxing Du, Mingyu Joo, and Kenneth C. Wilbur, 2018, 18-138
Estimating causal effects of ads on sales is difficult. Here's empirical guidance on using data for important practical questions: whether to advertise, how much to spend, and how to allocate ad budgets.
The Benefits Across Devices of Mobile Search AdvertisingNov 16, 2018 Michelle Andrews, Emory University
Marketers are spending more money on mobile search advertising, but consumers make most of their digital purchases on larger devices. Can mobile reap cross-device benefits?
Targeting and Privacy in Mobile AdvertisingOct 18, 2018 Omid Rafieian and Hema Yoganarasimhan, 2018, 18-131-10
Applying a machine-learning framework to data from an in-app ad-network, this analysis sheds light on the value of targeting information, as well as the impact of privacy regulations and incentives to preserve user privacy.
Measuring the Impact of Product Placement with Brand-related Social Media Conversations and Website TrafficOct 16, 2018 Beth L. Fossen and David A. Schweidel , 2018, 18-129-10
As viewers find ways to avoid TV commercials, product placement still works. Prominent placements – especially verbal – are associated with more online chatter and web traffic for the brand.
Why Am I Seeing This Ad? The Effect of Ad Transparency on Ad EffectivenessJun 14, 2018
Leslie John, Harvard University
How will targeted ads fare in the face of increased consumer awareness?
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