Do mobile banner ads increase sales? Yes, in the offline channel

Do mobile banner ads increase sales? Yes, in the offline channel

Firms allocate increasingly large budgets to mobile banner advertising. Yet, existing research paid only scant attention to the sales effects of mobile banner ads. In this paper, we fill this gap by determining the offline and online sales impact of a large-scale mobile banner advertising campaign....

Full description

Saved in:
Bibliographic Details
Main Authors: OSINGA, Ernst C., ZEVENBERGEN, Menno, VAN ZUIJLEN, Mark W. G.
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2019
Subjects:
Coarsened exact matching
Digital advertising
Geographical field experiment
Mobile banner advertising
Mobile marketing
Propensity score matching
E-Commerce
Marketing
Online Access:https://ink.library.smu.edu.sg/lkcsb_research/6243
https://ink.library.smu.edu.sg/context/lkcsb_research/article/7242/viewcontent/Mobile_Ads_increase_Sales_2019_av.pdf
Tags: Add Tag
No Tags, Be the first to tag this record!
Institution: Singapore Management University
Language: English

Internet

https://ink.library.smu.edu.sg/lkcsb_research/6243
https://ink.library.smu.edu.sg/context/lkcsb_research/article/7242/viewcontent/Mobile_Ads_increase_Sales_2019_av.pdf

Similar Items