The Evolving Landscape of Martech and Advertising
The Effect of Price Rank on Clicks and Conversations in Online Search AdvertisingJan 29, 2018 Mengzhou Zhuang, Jongkuk Lee, Eric (Er) Fang, and Xiaoling Li, 2018, 18-102-01
Using a hierarchical Bayesian model, researchers differentiate two consumer responses to product price in keyword ads: Extremely priced displays tend to increase customer click-through behavior, but inhibit interactive searches for more detailed product information. This suggests that advertisers can use differentiated price strategies to attract exploratory consumers versus those who exhibit deeper engagement.
The Long Reach of Sponsorship: How Fan Isolation and Identification Strength Jointly Shape Sponsorship PerformanceSep 28, 2017 Marc Mazodier, Conor M. Henderson, and Joshua T. Beck, 2017, 17-123-09
40% of sports fans live far from their home team, and this study of 1000+ fans over three countries suggests that the strong team loyalists among them are a promising target for sports sponsorship investment. For brands with global ambitions, a large fan disaspora may be especially attractive.
How Well Do Recommendations Engines Work for Your Product?Sep 27, 2017
Webinar featuring Kartik Hosanagar, University of Pennsylvania
Kartik Hosanagar will offer insights on strategies that retailers and producers can use in a world where the question has shifted from, “How does our product get discovered by consumers?” to “How does our product get discovered by algorithms?”
TV Viewing and Advertising TargetingMay 26, 2017 Yiting Deng and Carl F. Mela, 2017, 17-111-05
Good news for TV advertisers: set-top boxes offer micro-targeting capabilities that can lower advertising costs and raise incremental profit - even in the face of ad avoidance.
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