Presentations

The Benefits Across Devices of Mobile Search Advertising

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? Michelle Andrews will describe a geo-experiment where consumers were split into treatment and control regions, overcoming device and consumer-level ID issues, which enabled researchers to detect lifts in impressions, clicks and conversions on mobiles, tablets, and desktops in treated regions, by keyword funnel level.

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