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

• المؤلفون الرئيسيون: OSINGA, Ernst C., ZEVENBERGEN, Menno, VAN ZUIJLEN, Mark W. G.
• التنسيق: text
• اللغة: English
• منشور في: Institutional Knowledge at Singapore Management University 2019
• الموضوعات: Coarsened exact matching; Digital advertising; Geographical field experiment; Mobile banner advertising; Mobile marketing; Propensity score matching; E-Commerce; Marketing
• الوصول للمادة أونلاين: 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
• المؤسسة: Singapore Management University

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....