The Evolving Landscape of Martech and Advertising
Generalizable and Robust TV Advertising EffectsJan 3, 2020 Bradley T. Shapiro, Günter J. Hitsch, and Anna E. Tuchman, 2020, 20-100
How much does advertising generally work? Less than the published literature shows, according to this study. Researchers used Nielsen data to estimate advertising elasticities brand by brand, carefully controlling for confounding factors. Their findings offer an important caution to decision makers.
When is a Dollar Worth More Than a Dollar?Nov 11, 2019 Justine Hastings, Brown University
Insights from behavioral economics
Experimentation and Causality in Modern Digital AdvertisingNov 11, 2019 Harikesh Nair, Stanford University
Harikesh Nair describes how modern ad-systems leverage sophisticated tracking to understand outcomes and exposure at scale, using examples from the ad-experimentation platform of JD.com in China.
Trade-offs in Online Advertising: Advertising Effectiveness and Annoyance Dynamics across the Purchase FunnelAug 22, 2019 Vilma Todri, Emory University, Anindya Ghose, New York University, and Param Vir Singh, Carnegie Mellon University, 2019, 19-126-08
When do display-ad exposures cross the line from effective to irritating? It depends on where the consumer is in the purchase funnel - the threshold of annoyance for shoppers in the "interest" stage is two times higher than for those in the "awareness" stage.
The Impact of Device Used in Digital Paths on Deadline-Driven Purchase DecisionsAug 1, 2019 Meheli Basu and J. Jeffrey Inman, University of Pittsburgh, and Kirk Wakefield, Baylor University, 2019, 19-124-08
Based on three years of StubHub data, this study shows higher conversion rates for PC-only than for mobile-only consumer path. Device-switching spells trouble for purchase likelihood, but higher sales per transaction.
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