Customer behavior and adoption · 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.
Do Mobile Banner Ads Increase Sales? Yes, in the Offline Channel
Ernst C. Osinga, Menno Zevenbergen, Mark W. G. van Zuijlen (2019). Do Mobile Banner Ads Increase Sales? Yes, in the Offline Channel. International Journal of Research in Marketing. https://doi.org/10.1016/j.ijresmar.2019.02.001
Plain-English take
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.
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.
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.
Over 3.5 million mobile banner ads; sales regions covering the Netherlands; treatment period January 6–10, 2015.
Review the paper for comparison conditions and analysis.
Publisher record checked; detailed methods were not verified.
Double-blind? Blinding was not established from the publisher page.
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.
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.
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: 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.
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.
Evidence access
Publisher page; full-text availability varies and was not established.
Study metadata and reported results were cross-checked against a direct publisher-page retrieval; detailed full-text methods were not 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.