MKTG: Advertising (Topic)最新文献

{"title":"Examining the Impact of Keyword Ambiguity on Search Advertising Performance: A Topic Model Approach","authors":"Jing Gong, Vibhanshu Abhishek, Beibei Li","doi":"10.2139/ssrn.2404081","DOIUrl":"https://doi.org/10.2139/ssrn.2404081","url":null,"abstract":"In this paper, we explore how keyword ambiguity can affect search advertising performance. Consumers arrive at search engines with diverse interests, which are often unobserved and nontrivial to predict. The search interests of different consumers may vary even when they are searching using the same keyword. In our study, we propose an automatic way of examining keyword ambiguity based on probabilistic topic models from machine learning and computational linguistics. We examine the effect of keyword ambiguity on keyword performance using a hierarchical Bayesian approach that allows for topic-specific effects and nonlinear position effects, and jointly models click-through rate (CTR) and ad position (rank). We validate our study using a novel data set from a major search engine that contains information on consumer click activities for 2,625 distinct keywords across multiple product categories from 10,000 impressions. We find that consumer click behavior varies significantly across keywords, and such variation can be partially explained by keyword ambiguity. Specifically, higher keyword ambiguity is associated with higher CTR on top-positioned ads, but also a faster decay in CTR with screen position. Therefore, the overall effect of keyword ambiguity on CTR varies across positions. Our study provides implications for advertisers to improve the prediction of keyword performance by taking into account keyword ambiguity and other semantic characteristics of keywords. It can also help search engines design keyword planning tools to aid advertisers when choosing potential keywords.","PeriodicalId":245577,"journal":{"name":"MKTG: Advertising (Topic)","volume":"43 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-08-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124542226","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Real-Time Bidding in Online Display Advertising","authors":"Amin Sayedi","doi":"10.2139/ssrn.2916875","DOIUrl":"https://doi.org/10.2139/ssrn.2916875","url":null,"abstract":"Display advertising is a major source of revenue for many online publishers and content providers. Historically, display advertising impressions have been sold through prenegotiated contracts, know...","PeriodicalId":245577,"journal":{"name":"MKTG: Advertising (Topic)","volume":"45 5-6 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-02-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122910222","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Television and Digital Advertising: Second Screen Response and Coordination with Sponsored Search","authors":"Shawndra Hill, Gordon Burtch, M. Barto","doi":"10.2139/ssrn.2905679","DOIUrl":"https://doi.org/10.2139/ssrn.2905679","url":null,"abstract":"We consider the potential to improve the efficiency and efficacy of broader advertising efforts through cross-channel coordination. Past work has demonstrated a positive relationship between television advertising and online search activity. Here, we consider the types of devices on which search response predominantly manifests following TV advertisements, and the degree to which shifts in search activity can be used to evaluate the success of TV advertisers' targeting efforts. We leverage data on TV advertising around Microsoft Windows 10 and an Xbox app (NFL Game Day Evolution), in combination with large-scale proprietary search data from Microsoft Bing. Our identification strategies hinge on a combination of geographic heterogeneity in TV advertising exposure and continuous variation in the cost of TV advertisements (a proxy for TV audience size). We first demonstrate that search response peaks within three minutes of the airing of a TV advertisement, and that this manifests primarily via second-screen mobile devices. Our estimated elasticities indicate that a 20% increase in advertising spend equates to an approximate 2.5% (3.4%) increase in search volumes for Windows 10 (the Xbox app). Second, we show that, indeed, the demographic groups targeted by TV advertisements are those most likely to respond, and we thereby demonstrate that TV ad effectiveness can be usefully measured via online search data. Third, examining sponsored search clicks in our query-level data, for queries involving brand-related keywords, we demonstrate a significant increase in rank-ordering effects in searches that take place in the minutes immediately following a TV advertisement, which implies a complementarity between TV and sponsored search advertisements.","PeriodicalId":245577,"journal":{"name":"MKTG: Advertising (Topic)","volume":"2 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2016-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125160073","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Advertising Role of Recommender Systems in Electronic Marketplaces: A Boon or a Bane for Competing Sellers?","authors":"Lusi Li, Jianqing Chen, Srinivasan Raghunathan","doi":"10.2139/ssrn.2835349","DOIUrl":"https://doi.org/10.2139/ssrn.2835349","url":null,"abstract":"Recommender systems have become the cornerstone of electronic marketplaces that sell products from competing sellers. Similar to traditional advertising, recommender systems can introduce consumers to new products and increase the market size which benefits sellers. The informative role of recommender systems in electronic marketplaces seems attractive to sellers because sellers do not pay the marketplaces for receiving recommendations. We show that in a marketplace that deploys a recommender system helping consumers discover the product that provides them the highest expected net utility, the sellers do not necessarily benefit from the “free” exposure provided by the recommender system. The impacts of the recommender system are the result of a subtle interaction between advertising effect and competition effect. The advertising effect causes sellers to advertise less on their own and the competition effect causes them to decrease prices in the presence of a recommender system. Essentially, sellers “pay” in the form of more intense price competition because of the recommender system. Furthermore, the competition effect is exacerbated by the advertising effect because the recommender system alters a seller's own strategies related to advertising intensity and price from being strategic substitutes in the absence of the recommender system to being strategic complements in the presence of the recommender system. As a result of these two effects, we find that sellers are more likely to benefit from the recommender system only when it has a high precision. The results do not change qualitatively whether sellers use targeted advertising or uniform advertising. However, we find that a recommender system that benefits sellers when sellers do not employ targeted advertising may actually hurt sellers when sellers adopt targeted advertising with a high precision. On the other hand, in the electronic marketplace with the recommender system, an increase in sellers' targeting precision beyond a threshold softens price competition, increases seller profits, and reduces consumer surplus.","PeriodicalId":245577,"journal":{"name":"MKTG: Advertising (Topic)","volume":"45 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2016-06-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131927918","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The Impact of Consumer Multi-Homing on Advertising Markets and Media Competition","authors":"Susan Athey, Emilio Calvano, Joshua S. Gans","doi":"10.2139/ssrn.2180851","DOIUrl":"https://doi.org/10.2139/ssrn.2180851","url":null,"abstract":"We develop a model of advertising markets in an environment where consumers may switch (or “multi-home”) across publishers. Consumer switching generates inefficiency in the process of matching advertisers to consumers, because advertisers may not reach some consumers and may impress others too many times. We find that when advertisers are heterogeneous in their valuations for reaching consumers, the switching-induced inefficiency leads lower-value advertisers to advertise on a limited set of publishers, reducing the effective demand for advertising and thus depressing prices. As the share of switching consumers expands (e.g., when consumers adopt the Internet for news or increase their use of aggregators), ad prices fall. We demonstrate that increased switching creates an incentive for publishers to invest in quality as well as extend the number of unique users, because larger publishers are favored by advertisers seeking broader “reach” (more unique users) while avoiding inefficient duplication. This pap...","PeriodicalId":245577,"journal":{"name":"MKTG: Advertising (Topic)","volume":"1719 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2016-04-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114959489","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Build It, Buy It or Both? Rethinking the Sourcing of Advertising Services","authors":"A. Silk, Marta M. Stiglin","doi":"10.2139/SSRN.2616273","DOIUrl":"https://doi.org/10.2139/SSRN.2616273","url":null,"abstract":"This paper provides an update on the current state of in-house agencies. Whereas traditional consideration of internalizing advertising services was framed as a binary choice of build or buy, today’s advertisers frequently pursue hybrid policies of build and buy to procure the customized bundle required to develop, produce, and implement relevant, resonant promotional campaigns. Increasing numbers of advertisers are discovering that the demand for advertising and marketing services is best served through the coordination and integration of resources from both inside and outside the company, rather than assuming that these options are mutually exclusive. A review of advertising industry history reveals why internal agencies have long operated in the shadows of their external counterparts and how the former organization form has evolved over time. The core competencies underlying the contemporary in-house agency model are analyzed and the competitive position that in-house agencies presently occupy in relation to external providers is assessed. Two case examples of successful internal/external agency collaboration are presented. Finally, recommendations are offered for advertisers seeking to bring their internal and external agency resources together and arrive at a more-collaborative operating model for advertising services.","PeriodicalId":245577,"journal":{"name":"MKTG: Advertising (Topic)","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2015-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130012289","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Capturing Consumer Experiences: A Context-Specific Approach to Measuring Engagement","authors":"Mathew S. Isaac, B. Calder, E. Malthouse","doi":"10.2139/ssrn.2608149","DOIUrl":"https://doi.org/10.2139/ssrn.2608149","url":null,"abstract":"Academics and practitioners alike have increasingly embraced the idea of customer engagement as a major objective of marketing. But this raises the question of how engagement should be conceptualized and measured. Existing research has approached this in a conventional way by developing “one size fits all” measures with a fixed set of scale items. In the present research, we clarify the concept of engagement and develop a new approach for measuring it – a flexible approach based on context-specific experiences that can vary across brands and products. In three studies, spanning the disparate categories of jazz music, newspapers, and television programming, we present evidence that our flexible approach to measuring engagement is predictive of consumption. In addition, our third study provides new evidence that engagement with television programming can increase advertising effectiveness.","PeriodicalId":245577,"journal":{"name":"MKTG: Advertising (Topic)","volume":"79 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2015-05-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126238911","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Dynamics and Peer Effects of Brand Revenue in College Sports","authors":"Zhuping Liu, Frenkel ter Hofstede, Jason A. Duan, V. Mahajan","doi":"10.2139/ssrn.2576918","DOIUrl":"https://doi.org/10.2139/ssrn.2576918","url":null,"abstract":"Branding plays a key role in attracting corporate sponsorship and raising revenue for the multi-billion dollar business of college sports. In this paper, we study the peer effects of brand performance in the dynamic revenue evolution of major college sports teams that play in the National Collegiate Athletic Association conferences. To examine the peer effects for each conference, we propose a novel model that can identify conference-specific peer effects in the setting of the dynamic evolution of brand revenue. Our estimation results reveal significant positive peer effects in four major conferences — Big 12, Big Ten, Southeast Conference, and Pacific-12 — indicating that teams benefit from playing in a conference with teams of strong brands. Our approach also sheds light on the effect of conference switches on a team’s brand revenue. By constructing the counterfactual brand revenue trajectory of not switching conferences for a switched team, we show the difference between the counterfactual trajectory and the actual brand revenue evolution after switch, which quantifies the effect of a conference switch. We also study the case where a team had considered but did not make a conference switch.","PeriodicalId":245577,"journal":{"name":"MKTG: Advertising (Topic)","volume":"4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2015-02-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133735372","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"‘Placing a Stumbling Block Before the Blind Person’: An In-Depth Analysis","authors":"Hershey H. Friedman","doi":"10.2139/ssrn.2311478","DOIUrl":"https://doi.org/10.2139/ssrn.2311478","url":null,"abstract":"The biblical prohibition against “placing a stumbling block before a blind person” mentioned in Leviticus (19:14) is interpreted metaphorically with “blind” representing any person or group that is unaware, unsuspecting, ignorant, or morally blind. Individuals are prohibited from taking advantage of them in any way or tempting them to do wrong. Modern applications from advertising to auditing to investments are provided.","PeriodicalId":245577,"journal":{"name":"MKTG: Advertising (Topic)","volume":"147 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2013-08-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133570765","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Competition Problems in the Search Advertising Markets","authors":"Marcelo Celani","doi":"10.2139/ssrn.2140347","DOIUrl":"https://doi.org/10.2139/ssrn.2140347","url":null,"abstract":"This paper surveys competition problems in the search ads segment of the online advertising industry. We review the economics of the activity, remarking the incentives a dominant provider has under the network effects that characterize the industry. We discuss the most prominent literature around the issue. Finally, we discuss the main options that emerge proposed by the academic and professional literature, stressing the points of contact with the telecommunications legacy.","PeriodicalId":245577,"journal":{"name":"MKTG: Advertising (Topic)","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2012-09-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114608837","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}