Online keyword based advertising: Impact of ad impressions on own-channel and cross-channel click-through rates
Online keyword based advertising: Impact of ad impressions on own-channel and cross-channel click-through rates
复制标题
DOI：
10.1016/j.dss.2011.04.002
复制
发表时间：
2011-12
期刊：
影响因子：
--
通讯作者：
R. Gopal;Xinxin Li;R. Sankaranarayanan
中科院分区：
文献类型：
--
作者：
R. Gopal;Xinxin Li;R. Sankaranarayanan
基于关键字的广告正在成为在线广告的主要形式，因为它们可以定制和剪裁与潜在消费者相关的消息。该领域内两个重要的渠道是搜索渠道和内容渠道。我们凭经验检查这两个渠道之间的相互作用。我们的结果表明，两个渠道之间存在显着的蚕食，并且每个渠道内的印象收益显着递减。这表明，在某些条件下，可能需要使用这两种渠道来优化广告商和谷歌等服务提供商的广告回报。我们基于实证结果的博弈论分析表明，对于中间预算值，使用两个渠道是最佳的，而对于非常低（非常高）的预算值，最佳的是仅使用内容（搜索）渠道。此外，随着预算增加，广告商应该为搜索渠道上显示的广告提供更多，以最佳地激励服务提供商。
Keyword-based ads are becoming the dominant form of advertising online as they enable customization and tailoring of messages relevant to potential consumers. Two prominent channels within this sphere are the search channel and the content channel. We empirically examine the interaction between these two channels. Our results indicate significant cannibalization across the two channels as well as significant diminishing returns to impressions within each channel. This suggests that under certain conditions both channels may need to be used to optimize returns to advertising both for advertisers and service providers such as Google. Our game theoretic analysis which builds upon our empirical findings reveals that for intermediate budget values it is optimal to use both channels whereas for very low (very high) budget values it is optimal to use only the content (search) channel. Further as budget increases the advertiser should offer more for ads displayed on the search channel to optimally incentivize the service provider.