广告市场的外部性

IF 0.4 4区经济学 Q4 COMMUNICATION

JOURNAL OF MEDIA ECONOMICS Pub Date : 2022-07-03 DOI:10.1080/08997764.2022.2099875

Rémi Devaux, Olivier Bomsel

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引用次数: 0

摘要

本文分析了线下广告活动对在线广告效果产生的外部性。利用一组酒店行业公司的广告数据，我们估计了一家公司的线下、展示和竞争广告活动如何影响b谷歌和Facebook广告的效果。我们发现传统的大众媒体活动对谷歌点击有积极的影响。来自竞争对手的广告不会影响b谷歌的广告效果，但会提高广告价格，表明关键词挖角。进一步的分析表明，b谷歌的垄断力量和拍卖系统允许免费搭乘广告外部性。虽然我们发现Facebook广告也有类似的积极影响，但效果并不显著。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Externalities across advertising markets

ABSTRACT This paper analyzes externalities generated by offline advertising campaigns on the performance of online ads. Using advertising data on a panel of firms in the hotel industry, we estimate how a firm’s offline, display, and competing ad campaigns impact the effectiveness of Google and Facebook advertising. We find a positive effect of traditional mass-media campaigns on Google clicks. Advertising from competitors does not affect Google ad performance but it increases advertising prices, suggesting keyword poaching. Further analyses hint that Google’s monopoly power and auction system allow free-riding on advertising externalities. Although we find similar positive effects on Facebook ads, they are not significant.

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来源期刊

JOURNAL OF MEDIA ECONOMICS Multiple-

CiteScore

0.40

自引率

0.00%

发文量

期刊介绍： The Journal of Media Economics publishes original research on the economics and policy of mediated communication, focusing on firms, markets, and institutions. Reflecting the increasing diversity of analytical approaches employed in economics and recognizing that policies promoting social and political objectives may have significant economic impacts on media, the Journal encourages submissions reflecting the insights of diverse disciplinary perspectives and research methodologies, both empirical and theoretical.