Advertising · Two field experiments testing personalization, timing, placement/context, and advertising effectiveness.
Personalized Online Advertising Effectiveness: The Interplay of What, When, and Where
Marketing Science · 2015
Summary
Effectiveness depends jointly on what is personalized, when the ad appears, and where it appears; well-targeted personalization can increase responsiveness.
For your marketing
Possible founder application
Use to shape a locally controlled channel or message test; account for audience, timing and attribution limits before reallocating budget.
Reported result
What the study found
Effectiveness depends jointly on what is personalized, when the ad appears, and where it appears; well-targeted personalization can increase responsiveness.
Research question
What the authors investigated
How do message, timing, and placement interact in personalized online advertising?
Design
Two field experiments testing personalization, timing, placement/context, and advertising effectiveness.
Sample and setting
Consumers receiving personalized online display advertising in commercial field settings.
Scope and transfer
Limitations to keep in view
Findings are interaction-specific and rely on the tested advertisers, placements, and personalization data; personalization effectiveness is not uniform.
Research sources
Publisher/DOI record identifies the two-field-experiment paper; the indexed abstract/title and article framing specify the three-way focus. Direct publisher-page retrieval was recorded on 2026-10-09; this profile uses the publisher abstract/metadata and does not claim independent review of unavailable full text.