Online Display Advertising: Targeting and Intrusiveness
Name
GoldfarbTuckerIntrusiveness.pdf
Description
http://ts-si.org/files/GoldfarbTuckerIntrusiveness.pdf
Size
145.25 KB
Format
Adobe PDF
Checksum (MD5)
e4d7b1db0f6d01ea76c3ff27fad642db
Author(s)
Tucker, Catherine Elizabeth
Goldfarb, Avi
Date Issued
May 2011
Journal
Marketing Science
Publisher
INFORMS
Citation
Goldfarb, A., and C. Tucker. “Online Display Advertising: Targeting and Obtrusiveness.” Marketing Science 30.3 (2011): 389-404.
Version
Author's final manuscript
Abstract
We use data from a large-scale field experiment to explore what influences the effectiveness of online advertising. We find that matching an ad to website content and increasing an ad's obtrusiveness independently increase purchase intent. However, in combination, these two strategies are ineffective. Ads that match both website content and are obtrusive do worse at increasing purchase intent than ads that do only one or the other. This failure appears to be related to privacy concerns: the negative effect of combining targeting with obtrusiveness is strongest for people who refuse to give their income and for categories where privacy matters most. Our results suggest a possible explanation for the growing bifurcation in Internet advertising between highly targeted plain text ads and more visually striking but less targeted ads.
MIT Department
Sloan School of Management
Terms of Use
Creative Commons Attribution-Noncommercial-Share Alike 3.0
Persistent DSpace Link
DOI of Published Version
https://doi.org/10.1287/mksc.1100.0583
