Standardization, Standards and Online Advertising

Goldfarb, Avi; Tucker, Catherine

doi:10.2139/ssrn.1745645

Cited by 8 publications

(2 citation statements)

References 45 publications

(29 reference statements)

Supporting

Mentioning

Contrasting

Order By: Relevance

“…In addition, Danaher and Mullarkey (2003) introduce user involvement as an important factor that influences the effectiveness of banner advertising; characterizing user intentions as either goal-directed or in surfing mode indicates that there will be significant differences in the effectiveness of banner advertising. Goldfarb and Tucker (2011) show that the synergies between different types of banner advertising are negative; targeted and obtrusive banner advertising campaigns independently increase the purchase intent of consumers, whereas combining them is less effective. Limited research has investigated the online behavior of users while considering multiple advertising channels simultaneously (Neslin et al, 2006;?).…”

Section: Related Workmentioning

confidence: 98%

Which Clicks Lead to Conversions? - Modeling User-journeys Across Multiple Types of Online Advertising

Nottorf

2013

Proceedings of the 4th International Conference on Data Communication Networking, 10th International Conference on E-Business A

View full text Add to dashboard Cite

Abstract:With an increase in the potential to allocate financial online advertising spending, managers are facing a sophisticated decision and allocation process. We developed a binary logit model with a Bayesian mixture approach to address consumers' buying decision processes and to account for the effects of multiple online advertising channels. By analyzing data from a medium-sized online mail order business, we found inherent differences in the effects of consumer clicks on purchasing probabilities across multiple advertising channels. We developed an alternative approach to account for the different attribution of success of advertising channels-the average success probability (ASP). Compared to standardized metrics, we found paid search advertising to be overestimated and retargeting display advertising to be underestimated. We further found that the mixture approach is useful for considering heterogeneity in the individual propensity of consumers to purchase; for the majority of consumers (more than 90%), repeated clicks on advertisements decrease their probability of purchasing. In contrast with this segment, we found a smaller segment of consumers (nearly 10%) whose clicks on advertisements increase conversion probabilities. Our approaches will help managers to better understand consumer online search and buying behavior over time and to allocate financial spending more efficiently across multiple types of online advertising.

show abstract

Section: Related Workmentioning

confidence: 98%

Which Clicks Lead to Conversions? - Modeling User-journeys Across Multiple Types of Online Advertising

Nottorf

2013

Proceedings of the 4th International Conference on Data Communication Networking, 10th International Conference on E-Business A

View full text Add to dashboard Cite

show abstract

“…Koch and Ullman (1985); Itti (2005)'s work on visual distinctness suggest that the salience of a paid search ad is not determined solely by its own design but also by the extent to which it is distinct from paid search ads. Similarity in ad features leads to competitive ad clutter (Kent and Allen, 1993;Pieters et al, 2007;Danaher et al, 2008;Goldfarb and Tucker, 2011b), which reduces the efficacy of advertising. If third-party sellers ads highlight the same trademark, they risk becoming less distinct, and consumers may choose instead the non-advertised path to the direct channel.…”

Section: Introductionmentioning

confidence: 99%

How Does the Use of Trademarks by Third-Party Sellers Affect Online Search?

Chiou

Tucker

2011

SSRN Journal

Self Cite

View full text Add to dashboard Cite

Firms that sell via a direct channel and via indirect channels have to decide whether to allow third-party sellers to use the trademarked brand name of the product in their advertising. This question has been particularly controversial for advertising on search engines. In June 2009, Google started allowing any third-party reseller for a product to use a trademark, such as 'Doubletree,' in the text of its ad, even if the reseller did not have the trademark holder's permission. We study the effects of this change empirically within the hotel industry. We find some evidence that allowing third-party sellers to use a trademark in their online search advertising weakly reduced the likelihood of a consumer clicking on a trademark holder's paid search ads. However, the decrease in paid clicks was outweighed by a large increase in consumers clicking on the unpaid links to the hotelier's website within the main search results. Our evidence shows that when third-party sellers focus on the trademarked brand in their ads, their ads become less distinct, and customers are more likely to ignore the advertised offers and buy from the direct channel.

show abstract

Multi-channel Attribution Modeling on User Journeys

Nottorf

2014

E-Business and Telecommunications

View full text Add to dashboard Cite

Standardization, Standards and Online Advertising

Cited by 8 publications

References 45 publications

Which Clicks Lead to Conversions? - Modeling User-journeys Across Multiple Types of Online Advertising

Which Clicks Lead to Conversions? - Modeling User-journeys Across Multiple Types of Online Advertising

How Does the Use of Trademarks by Third-Party Sellers Affect Online Search?

Multi-channel Attribution Modeling on User Journeys

Contact Info

Product

Resources

About