Advertising and promotion · Multiyear randomized advertising experiment directed at businesses; estimates delayed responses, return on ad spend, and heterogeneity by business/customer setting.
Long Lags and Large Returns: Experimental Evidence from Advertising to Businesses
Michael Thomas, Marcel Goic, Kirthi Kalyanam (2025). Long Lags and Large Returns: Experimental Evidence from Advertising to Businesses. Management Science. https://doi.org/10.1287/mnsc.2023.02661
Plain-English take
Advertising to businesses generated unusually large returns relative to typical consumer-ad estimates; reported ROAS was 12.0 (95% CI 4.8–24.5), with long response lags.
How much weight to give this
4/5 Field or experimental evidence with bounded scope
The 1–5 evidence-check score is a practical reading aid, not a formal peer review or a probability that a conclusion is true. It combines design strength (2 points), sample reporting (1), comparison/control clarity (1), and how much of the paper could be checked (1). Access affects how confidently this directory can assess a study, not the study's underlying quality. Blinding is reported separately because it is not relevant to every design.
Multiyear randomized advertising experiment directed at businesses; estimates delayed responses, return on ad spend, and heterogeneity by business/customer setting.
Business customers/advertising recipients in a multiyear field experiment; the publisher abstract reports a 12.0 ROAS (95% CI 4.8–24.5) but not the sample count in the fetched page.
Check comparison conditions and analysis in the paper.
Publisher record checked; full-text methods were not verified.
Double-blind? Blinding details were not established from the checked publisher page.
Research question
What the authors investigated
What does long lags and large returns: experimental evidence from advertising to businesses show about customer behavior or marketing outcomes?
Design
Multiyear randomized advertising experiment directed at businesses; estimates delayed responses, return on ad spend, and heterogeneity by business/customer setting.
Sample and setting
Business customers/advertising recipients in a multiyear field experiment; the publisher abstract reports a 12.0 ROAS (95% CI 4.8–24.5) but not the sample count in the fetched page.
Reported result
What the study found
Advertising to businesses generated unusually large returns relative to typical consumer-ad estimates; reported ROAS was 12.0 (95% CI 4.8–24.5), with long response lags.
This is a paraphrase of the source. Check the original paper for definitions, estimates, statistical uncertainty and analysis details.
Scope and transfer
Limitations to keep in view
Conservative inference: the authors frame results as responses to businesses and compare with consumers; the one multiyear experiment/setting limits transport to other B2B sectors, campaign lengths, and platforms. Full-text methods and correction history were not independently checked.
Possible founder application
Use this paper as evidence about long lags and large returns: experimental evidence from advertising to businesses in the stated context; compare its population, treatment and outcome with your own decision.
Evidence access
Publisher page; full-text availability varies and was not established.
Candidate study metadata and reported evidence were cross-checked against a direct publisher-page retrieval; the full article was not independently reviewed.
If only an abstract or metadata was available, the profile is limited to claims supported there. A paper's paywall does not change its evidentiary status, but it limits what we can substantiate from accessible text.