Presentations

Mobile Advertising and Cross-device Effects

Michelle Andrews, Emory University

Should marketers advertise on mobiles even though consumers purchase on tablets and desktops? Michelle Andrews will use geo-experimental evidence to explain whether, how, and why increasing the amount of money marketers spend on mobile advertising can generate sales on larger devices. She will also explain how marketers can get around consumer- and device-level identification issues and how the type of mobile keywords marketers bid on can shape consumers’ multi-device path to purchase.

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