The Reach and Persuasiveness of Viral Video Ads

Tucker, Catherine

doi:10.1287/mksc.2014.0874

Cited by 76 publications

(56 citation statements)

References 54 publications

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“…indicate the relative position of the display advertising exposure in the consumer funnel path, rather than the absolute positions. As far as the goodness of fit of the models is concerned, given the particular econometric specifications, the R-squared indicates a good fit of the model to our data in alignment with previous studies in this area (Forman et al 2009;Tucker 2014); fitting a mean deviated model, the effects for individuals are simply subtracted out of the model and, thus, their overall effect is not quantified on the fit of the model leading to seemingly low within 2 measures (Baltagi 2008). Finally, for each specification, additional robustness tests have been conducted and presented in Section 6.…”

Section: Resultssupporting

confidence: 83%

Towards a Digital Attribution Model: Measuring the Impact of Display Advertising on Online Consumer Behavior

Ghose

Todri

2015

SSRN Journal

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The increasing availability of individual-level data has raised the standards for measurability and accountability in digital advertising. Using a massive individual-level data set, our paper captures the effectiveness of display advertising across a wide range of consumer behaviors. Two unique features of our data set that distinguish this paper from prior work are: (i) the information on the actual viewability of impressions and (ii) the duration of exposure to the display advertisements, both at the individual-user level. Employing a natural experiment enabled by our setting, we use difference-indifferences and corresponding matching methods as well as instrumental variable techniques to control for unobservable and observable confounders. We empirically demonstrate that mere exposure to display advertising can increase users' propensity to search for the brand and the corresponding product; consumers engage both in active search exerting effort to gather information through search engines as well as through direct visits to the advertiser's website, and in passive search using information sources that arrive exogenously, such as future display ads. We also find statistically and economically significant effect of display advertising on increasing consumers' propensity to make a purchase. Furthermore, we find that the advertising performance is amplified up to four times when consumers are targeted earlier in the purchase funnel path and that the longer the duration of exposure to display advertising, the more likely the consumers are to engage in direct search behaviors (e.g., direct visits) rather than indirect ones (e.g., search engine inquiries). We also study the effects of various types of display advertising (e.g., prospecting, retargeting, affiliate targeting, video advertising, etc.) and the different goals they achieve. Our framework for evaluating display advertising effectiveness constitutes a stepping stone towards causally addressing the digital attribution problem.

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Section: Resultssupporting

confidence: 83%

Towards a Digital Attribution Model: Measuring the Impact of Display Advertising on Online Consumer Behavior

Ghose

Todri

2015

SSRN Journal

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“…Website managers of clip-sharing websites such as YouTube are the second group of stakeholders who could benefit from the findings in the present study 48 . The aspect of key importance for managers is the selection of a clip that can successfully balance viewers' attention between the ad banner and clip content.…”

Section: Conclusion and Discussionmentioning

confidence: 90%

Fixation and Recall of Youtube Ad Banners: An Eye-Tracking Study

Tangmanee

2016

ijecs

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Attaching an ad banner on a clip in a video-sharing website such as YouTube has become common although eye-tracking studies have concluded that this fails to secure visitors' attention. To date, there have been no studies verifying whether ad banners on a video clip can ensure eye fixation from viewers. Through eye-tracking, this study investigates whether YouTube visitors fixate on ad banners, what the correlations between fixation duration on banners and overall fixation counts are, and the extent to which site visitors are able to recall details of ad banners and of the clip viewed. Using a Miramatrix eye-tracker to record YouTube viewers' eye movements, this study showed that nearly all fixated at least once on an ad banner in a clip. However, less than 10% were able to correctly recall the ad content viewed. Nevertheless, about half of viewers were able to correctly recall clip details. Fixation duration on the banner and fixation counts on the clip are negatively correlated, but the relationship between fixation duration and counts on the banner was insignificant. This study sheds new light on YouTube advertising through the use of eye-tracking and advises advertisers to be attentive in selecting clips on which ad banners will appear.

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“…First, they help reveal the effectiveness of a novel approach with weather-based advertising and promotions. Consumers nowadays are inundated with and annoyed by irrelevant ads on their personal devices (Tucker 2014, Bart et al 2014, Andrews et al 2016. Our findings suggest that an effective approach is to leverage the relevant, local weather information.…”

Section: Introductionmentioning

confidence: 87%

Sunny, Rainy, and Cloudy with a Chance of Mobile Promotion Effectiveness

et al. 2017

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Although firms are leveraging weather conditions in promotions, they struggle to quantify the impact. This study exploits field experiment data on weather-based mobile promotions with over six million users. Results find that sunny and rainy weather have first-order main effects. Purchase responses to promotions are higher and faster in sunny weather relative to cloudy weather, whereas purchase responses to promotions are lower and slower in rainy weather. These findings are robust across different measures of weather changes with both backward-looking historical weather and forward-looking forecasts, as well as deviations from normal weather. Also, sunny and rainy weather have second-order interactive effects with ad copies of mobile promotions. Compared with the neutral ad copy, the prevention frame ad copy hurts the initial promotion boost induced by sunshine, but improves the initial promotion drop induced by rainfall. For marketers, these findings imply new opportunities in customer data analytics for more effective weather-based mobile targeting.

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The Reach and Persuasiveness of Viral Video Ads

Cited by 76 publications

References 54 publications

Towards a Digital Attribution Model: Measuring the Impact of Display Advertising on Online Consumer Behavior

Towards a Digital Attribution Model: Measuring the Impact of Display Advertising on Online Consumer Behavior

Fixation and Recall of Youtube Ad Banners: An Eye-Tracking Study

Sunny, Rainy, and Cloudy with a Chance of Mobile Promotion Effectiveness

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