When Less Is More: Data and Power in Advertising Experiments

Published Online:https://doi.org/10.1287/mksc.2016.0998

References

  • Bakshy E, Eckles D, Yan R, Rosenn I (2012) Social influence in social advertising: Evidence from field experiments. Proc. 13th ACM Conf. Electronic Commerce (ACM, New York), 146–161.CrossrefGoogle Scholar
  • Bart Y, Stephen AT, Sarvary M (2014) Which products are best suited to mobile advertising? A field study of mobile display advertising effects on consumer attitudes and intentions. J. Marketing Res. 51(3):270–285.CrossrefGoogle Scholar
  • Blake T, Nosko C, Tadelis S (2015) Consumer heterogeneity and paid search effectiveness: A large-scale field experiment. Econometrica 83(1):155–174.CrossrefGoogle Scholar
  • Bughin J, Spittaels S (2012) Advertising as an economic-growth engine. Technical report, McKinsey & Company.Google Scholar
  • comScore (2013) 2013 U.S. digital future in focus. Technical report, comScore, Reston, VA.Google Scholar
  • Datalogix (2014) Datalogix announces Facebook partner categories for CPG, retail and automotive brands. http://www.datalogix.com/2013/04/datalogix-announces-facebook-partner-categories-for-cpg-retail-and-automotive-brands/.Google Scholar
  • Eastlack JO, Rao AG (1989) Advertising experiments at the Campbell Soup company. Marketing Sci. 8(1):57–71.LinkGoogle Scholar
  • Gerber AS, Green DP (2012) Field Experiments: Design, Analysis, and Interpretation (W.W. Norton, New York).Google Scholar
  • Goldfarb A, Tucker C (2011) Online display advertising: Targeting and obtrusiveness. Marketing Sci. 30(3):389–404.LinkGoogle Scholar
  • Gordon BR, Zettelmeyer F, Bhargava N, Chapsky D (2016) A comparison of approaches to advertising measurement: Evidence from big field experiments at Facebook. Working paper, Northwestern University, Evanston, IL.Google Scholar
  • Hartmann WR, Klapper D (2016) Do Super Bowl ads affect brand share? Working paper, Stanford University, Palo Alto, CA.Google Scholar
  • Hoban PR, Bucklin RE (2015) Effects of Internet display advertising in the purchase funnel: Model-based insights from a randomized field experiment. J. Marketing Res. 52(3):375–393.CrossrefGoogle Scholar
  • Hu Y, Lodish LM, Krieger AM (2007) An analysis of real world TV advertising tests: A 15-year update. J. Advertising Res. 47(3):341–353.CrossrefGoogle Scholar
  • IAB (2014) IAB Internet advertising revenue report 2013. http://www.iab.net/AdRevenueReport.Google Scholar
  • Johnson GA, Lewis RA, Nubbemeyer EI (2016) Ghost ads: Improving the economics of measuring ad effectiveness. Working paper, University of Rochester, Rochester, NY.Google Scholar
  • Kalyanam K, McAteer J, Marek J, Hodges J, Lin L (2015) Cross channel effects of search engine advertising on brick and mortar retail sales: Insights from multiple large scale field experiments on Google.com. Working paper, Santa Clara University, Santa Clara, CA.Google Scholar
  • Lambrecht A, Tucker C (2013) When does retargeting work? Information specificity in online advertising. J. Marketing Res. 50(5):561–576.CrossrefGoogle Scholar
  • Lavrakas PJ (2010) An evaluation of methods used to assess the effectiveness of advertising on the Internet. Technical report, Interactive Advertising Bureau, New York.Google Scholar
  • Lewis RA (2010) Where’s the “Wear-Out?”: Online display ads and the impact of frequency. Unpublished doctoral thesis, Department of Economics, Massachusetts Institute of Technology, Cambridge.Google Scholar
  • Lewis RA, Nguyen D (2015) Display advertising’s competitive spillovers to consumer search. Quant. Marketing Econom. 13(2):93–115.CrossrefGoogle Scholar
  • Lewis RA, Rao JM (2015) The unfavorable economics of measuring the returns to advertising. Quart. J. Econom. 130(4):1941–1973.CrossrefGoogle Scholar
  • Lewis RA, Reiley DH (2014) Online ads and offline sales: Measuring the effect of retail advertising via a controlled experiment on Yahoo! Quant. Marketing Econom. 12(3):235–266.CrossrefGoogle Scholar
  • Lewis RA, Rao JM, Reiley DH (2011) Here, there, and everywhere: correlated online behaviors can lead to overestimates of the effects of advertising. Proc. 20th Internat. Conf. World Wide Web (ACM, New York), 157–166.CrossrefGoogle Scholar
  • Lodish LM, Abraham M, Kalmenson S, Livelsberger J, Lubetkin B, Richardson B, Stevens ME (1995) How TV advertising works: A meta-analysis of 389 real world split cable TV advertising experiments. J. Marketing Res. 32(2):125–139.CrossrefGoogle Scholar
  • Lynn K (2014) Twitter blog: New ways to create and use tailored audiences. (January 14), https://blog.twitter.com/2014/new-ways-to-create-and-use-tailored-audiences.Google Scholar
  • Ramaswamy S (2015) Google AdWords blog: Google brings you closer to your customers in the moments that matter. (September 27), http://adwords.blogspot.com/2015/09/Google-brings-you-closer-to-your-customers.html.Google Scholar
  • Sahni N (2015) Effect of temporal spacing between advertising exposures: Evidence from an online field experiment. Quant. Marketing Econom. 13(3):203–247.CrossrefGoogle Scholar
  • Sahni N (2016) Advertising spillovers: Field experimental evidence and implications for returns from advertising. J. Marketing Res. Forthcoming.CrossrefGoogle Scholar
  • Sethuraman R, Tellis GJ, Briesch RA (2011) How well does advertising work? Generalizations from meta-analysis of brand advertising elasticities. J. Marketing Res. 48(3):457–471.CrossrefGoogle Scholar
  • Shapiro B (2016) Positive spillovers and free riding in advertising of prescription pharmaceuticals: The case of antidepressants. J. Political Econom. Forthcoming.Google Scholar
  • Simester D, Hu J, Brynjolfsson E, Anderson ET (2009) Dynamics of retail advertising: Evidence from a field experiment. Econom. Inquiry 47(3):482–499.CrossrefGoogle Scholar
  • Sinkinson M, Starc A (2015) Ask your doctor? Direct-to-consumer advertising of pharmaceuticals. Working paper, University of Pennsylvania, Philadelphia.Google Scholar
  • Stephens-Davidowitz S, Varian H, Smith MD (2015) Super returns to Super Bowl ads? Working paper, University of California, Berkeley.Google Scholar
  • Target (2011) Missoni for Target–Margherita Maccapani Missoni on Missoni history. (September 6), https://corporate.target.com/article/2011/09/missoni-for-target-margherita-maccapani-missoni-on.Google Scholar
  • Yildiz T, Narayanan S (2013) Star digital: Assessing the effectiveness of display advertising. Harvard Bus. Rev.: Case Study (March 6).Google Scholar
INFORMS site uses cookies to store information on your computer. Some are essential to make our site work; Others help us improve the user experience. By using this site, you consent to the placement of these cookies. Please read our Privacy Statement to learn more.