C ross-Channel Synergies between Web and Mobile Advertising: A Randomized Field E xperiment
C ross-Channel Synergies between Web and Mobile Advertising: A Randomized Field E xperiment
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发表时间：
2013
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通讯作者：
S. Han;A. Ghose
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作者：
S. Han;A. Ghose
随着公司将更多资金从传统媒体转向数字广告，他们有兴趣了解两种广告渠道网络广告和移动的广告对消费者选择的影响。任何单独衡量网络和移动的广告效果的分析都是不完整的。在本文中，我们设计并执行了一个随机现场实验，以估计网络和移动的广告之间的跨渠道相互依存的因果关系。我们进行了消费者层面的分析，将跨渠道广告归因于个人消费者层面的点击率和转化率。这有助于将跨平台（网络和移动的）的互补或替代效应与广告数量、结转和消费者异质性的作用隔离开来。我们发现，在线和移动的显示广告的混合作为一个更好的记忆提示，触发消费者回忆产品，并最终点击/购买，相比，无论是在线广告或移动的广告。因此，在渠道规划中，一方的最佳决策需要考虑另一方的影响。此外，我们提出的结果，从政策模拟的最佳水平的网络和移动的广告使用CPM（每千印象成本）为基础的定价。这些协同关系与使用中的单击方法背道而驰，并表明，对于一个根据广告对购买行为的影响来分配广告费用的市场，必须开发新的方法来确保有效的市场运作。
As companies divert more funds from traditional media towards digital advertising, they are interested in understanding what effects the two channels of advertising—web advertising and mobile advertising—have on consumer choices. Any analysis that measures the effects of web and mobile advertising only separately remains incomplete. In this paper, we design and execute a randomized field experiment to estimate causal effects of cross-channel interdependence between web and mobile advertising. We conduct a consumer-level analysis to attribute cross-channel advertising to click-throughs and conversions at the individual consumer-level. This helps isolate the effect of complementarity or substitution across platforms (web and mobile) from the role of the quantity of advertising, confound with carryover, and consumer heterogeneity. We find that a mix of online and mobile display ad acts as a better memory cue that triggers consumers to recall product and eventually click/purchase, as compared to either online ad only or mobile ad only. Hence, in channel planning, optimal decisions in one need to take account of the effects in the other. Further, we present results from policy simulations regarding the optimal level of web and mobile advertising using CPM (cost per thousand impressions) based pricing. These synergistic relationships run counter to the single-click methodology in use and suggest that, for a market in which advertising dollars are allocated based on their influence on purchase behavior, new methods must be developed to insure efficient market functioning.