Presentations

Competitive Advertising on Brand Search

Andrey Simonov, Columbia Business School

Andrey Simonov will discuss research that examines the effectiveness of competitive advertising on brand search using a large-scale randomized ad allocation on Bing. Results show that competitors can steal traffic from the focal brand, and they steal more (6%-20%) if they occupy the top paid position on the results page than if a focal brand’s paid link occupies the top position (1%-3%). However, the stolen clicks are of low “quality,” with 42.6% of consumers who have clicked on competitors’ links coming back to Bing in less than 30 seconds. Andrey will discuss the implications of these findings for the focal brands, competitors and search engines.

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