Advertising · Individual-level advertising response model with policy simulations
Online Display Advertising: Modeling the Effects of Multiple Creatives and Individual Impression Histories
Marketing Science · 2013
Summary
The model distinguishes exposure histories and creative content; simulations suggest advertisers can increase website visits and conversions by varying the creative shown to a person.
For your marketing
Possible founder application
Treat creative sequence and repetition as testable variables. Log exposure history and compare conversion outcomes when rotating messages, while accounting for audience and frequency differences.
Reported result
What the study found
The model distinguishes exposure histories and creative content; simulations suggest advertisers can increase website visits and conversions by varying the creative shown to a person.
Research question
What the authors investigated
How do display-ad creative variation and each person's exposure history relate to visits and conversions?
Design
The authors model individual impression histories across multiple creatives and estimate effects on visits to and conversions at the advertised brand's website; they use simulations to compare delivery strategies.
Sample and setting
Online display-ad exposures and subsequent website behavior in the advertiser data analyzed by the paper; the abstracted record does not provide sample size.
Scope and transfer
Limitations to keep in view
The simulations depend on the fitted model and advertiser data. The publisher abstract does not provide sample size or establish that creative rotation will improve outcomes for every campaign.
Research sources
INFORMS publisher record plus bibliographic abstract; no unreported sample counts or effect sizes are supplied.