Advertising · Online field experiments with a memory-based response model
Effect of Temporal Spacing Between Advertising Exposures: Evidence from Online Field Experiments
Quantitative Marketing and Economics · 2015
Summary
Ads increased purchase likelihood and effects carried over to later purchase occasions.
For your marketing
Possible founder application
Useful when testing retargeting frequency and lifecycle messaging cadence. Randomize timing, not only total impressions, and track downstream purchases over a sufficient window.
Reported result
What the study found
Ads increased purchase likelihood and effects carried over to later purchase occasions. Spacing exposures apart increased purchase likelihood relative to bunching them, even when some exposures moved away from the purchase occasion.
Research question
What the authors investigated
Does spacing repeated ad exposures change purchase likelihood compared with bunching exposures together?
Design
Online field experiments created exogenous variation in individual ad exposure and timing; a memory-based model was compared with canonical advertising models.
Sample and setting
Online consumers exposed to digital advertising; detailed sample counts are not reported in the retrieved abstract.
Scope and transfer
Limitations to keep in view
The publisher abstract does not give sample size or industry details. The estimated response patterns may depend on campaign cadence, product category, and the historical online ad environment.
Research sources
Springer publisher abstract retrieved with Firecrawl; experimental variation and main findings were checked on the page.