Do Mobile Banner Ads Increase Sales? Yes, in the Offline Channel

For your marketing

Possible founder application

Use this study as a bounded example related to do mobile banner ads increase sales? yes, in the offline channel; evaluate whether its customers, intervention and outcome match your own context.

Reported result

What the study found

Offline sales increased about 2%; online sales did not significantly change, and there was no evidence of cross-channel cannibalization. A positive lagged offline effect was also reported.

Research question

What the authors investigated

What does do mobile banner ads increase sales? yes, in the offline channel show about customer behavior or marketing outcomes?

Design

Geographical field experiment: ads were served only in three Dutch provinces; regional offline/online sales over 20 months were analyzed using difference-in-differences, fixed effects, propensity-score matching, and coarsened-exact matching.

Sample and setting

Over 3.5 million mobile banner ads; sales regions covering the Netherlands; treatment period January 6–10, 2015.

Scope and transfer

Limitations to keep in view

Conservative inference: treatment was a short campaign in Dutch provinces for one advertiser/category context; results may not generalize to other countries, campaign durations, products, or mobile-ad formats. Full-text methods and correction history were not independently checked.

Research sources

Study metadata and reported results were cross-checked against a direct publisher-page retrieval; detailed full-text methods were not reviewed.