Advertising · Large-scale field experiment randomizing digital advertising for restaurants and comparing heterogeneous treatment effects.
Which Firms Gain from Digital Advertising? Evidence from a Field Experiment
Marketing Science · 2023
Summary
Digital advertising gains differ across restaurant types; the experiment identifies which businesses benefit more from advertising.
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
Digital advertising gains differ across restaurant types; the experiment identifies which businesses benefit more from advertising.
Research question
What the authors investigated
Which types of firms gain most from digital advertising?
Design
Large-scale field experiment randomizing digital advertising for restaurants and comparing heterogeneous treatment effects.
Sample and setting
Restaurants and their online customers on a digital platform.
Scope and transfer
Limitations to keep in view
Restaurant platform and local-service setting limit direct transfer to SaaS; heterogeneous effects mean average treatment effects are not universal.
Research sources
INFORMS/publisher and author-page records identify a large-scale restaurant field experiment and its authors/context. 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.