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Impact of Retargeted Display Adverti...

Tian, Min.

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Impact of Retargeted Display Advertising on Multichannel Customer Browsing & Purchase.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Impact of Retargeted Display Advertising on Multichannel Customer Browsing & Purchase./
Author:	Tian, Min.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2019,
Description:	101 p.
Notes:	Source: Dissertations Abstracts International, Volume: 81-03, Section: B.
Contained By:	Dissertations Abstracts International81-03B.
Subject:	Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=22617885
ISBN:	9781085672528

Impact of Retargeted Display Advertising on Multichannel Customer Browsing & Purchase.
Tian, Min.

Impact of Retargeted Display Advertising on Multichannel Customer Browsing & Purchase. - Ann Arbor : ProQuest Dissertations & Theses, 2019 - 101 p.

Source: Dissertations Abstracts International, Volume: 81-03, Section: B.

Thesis (Ph.D.)--The University of Wisconsin - Madison, 2019.

This item must not be sold to any third party vendors.

Retargeted display advertising is one of the most popular and growing forms of digital marketing. The main problem in analyzing retargeted display ads is selection bias. I use data from a randomized field experiment to identify the causal impacts of an individually-targeted display advertising campaign on both digital and traditional channels. The field experiment was conducted on the cookie level and I aggregate the data to the individual level for the analysis. Overall, online visits decrease, but web and store purchases increase in response to retargeted display ad campaigns. I find the effect of the retargeted display advertising campaign is not only contemporaneous but also carries over for several days after a consumer leaves the treatment group. The retargeted ad campaign effect also depends on a consumer's distance from a store. Consumers living near a store tend to visit the website as a response to the retargeted ad campaign more than consumers who live farther from a store. In terms of purchasing, people tend to choose the lower cost channel to shop: nearby consumers go to the store as the purchase response to the retargeted ad campaign, and distant consumers go to the online website to place an order in response to the retargeted ad campaign. Methodologically, I provide a novel model to measure individual consumer response along the purchase funnel from consideration to purchase. The model takes into account the cumulative display advertising campaign effect using the ad-stock approach and allows for individual customer heterogeneity in both decay and response. Empirically, I find a significant lift attributable to contemporaneous and carryover effects. Further, this lift manifests both in purchases and across channels.

ISBN: 9781085672528Subjects--Topical Terms:

536353
Marketing.
Subjects--Index Terms:

Advertising effectiveness

Impact of Retargeted Display Advertising on Multichannel Customer Browsing & Purchase.
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520 $a Retargeted display advertising is one of the most popular and growing forms of digital marketing. The main problem in analyzing retargeted display ads is selection bias. I use data from a randomized field experiment to identify the causal impacts of an individually-targeted display advertising campaign on both digital and traditional channels. The field experiment was conducted on the cookie level and I aggregate the data to the individual level for the analysis. Overall, online visits decrease, but web and store purchases increase in response to retargeted display ad campaigns. I find the effect of the retargeted display advertising campaign is not only contemporaneous but also carries over for several days after a consumer leaves the treatment group. The retargeted ad campaign effect also depends on a consumer's distance from a store. Consumers living near a store tend to visit the website as a response to the retargeted ad campaign more than consumers who live farther from a store. In terms of purchasing, people tend to choose the lower cost channel to shop: nearby consumers go to the store as the purchase response to the retargeted ad campaign, and distant consumers go to the online website to place an order in response to the retargeted ad campaign. Methodologically, I provide a novel model to measure individual consumer response along the purchase funnel from consideration to purchase. The model takes into account the cumulative display advertising campaign effect using the ad-stock approach and allows for individual customer heterogeneity in both decay and response. Empirically, I find a significant lift attributable to contemporaneous and carryover effects. Further, this lift manifests both in purchases and across channels.
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