Advertising · 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
Management Science · 2025
Summary
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.
For your marketing
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.
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.
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.
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.
Research sources
Candidate study metadata and reported evidence were cross-checked against a direct publisher-page retrieval; the full article was not independently reviewed.