科苑经管国际学术论坛

讲座题目：In-site Display Advertising

讲座嘉宾：Ernst Osinga, Singapore Management University

讲座时间：2019年4月15日（周一）下午15:30—17:00

讲座地点：中国科学院大学中关村校区青年公寓7号楼401

内容摘要：Online retailers are increasingly approached by manufacturers proposing to advertise on their website. In-site display advertising (ISDA) could increase retailers’ revenues, but it could hurt if consumers gravitate away from their website and purchase directly from the manufacturer or switch away from the retailer’s private label products. We explore the impact of ISDA at different stages of the purchase funnel. Moreover, we decompose the sales effect of ISDA and consider the moderating role of device usage (desktop versus mobile). Results from a large-scale randomized field experiment show that ISDA enhances purchase of the advertised brand at the retailer through product list and product detail views. The sales uplift in the desktop channel can be attributed to preemptive switching, including from the private label, whereas loyal acceleration explains the sales increase in the mobile channel. In line with lower online travel costs in the desktop channel, the post-campaign reduction in competing brands’ sales exceeds the within-campaign uplift in focal brand sales, thus providing evidence for a sales shift to the manufacturer.

嘉宾简介：Ernst Osinga博士现任新加坡管理大学长聘助理教授。他的研究集中在Online Advertising, Digital Marketing, Marketing-Finance Interface等领域，在Academy of Management Journal, Journal of Marketing, Journal of Marketing Research, International Journal of Research in Marketing等期刊上发表了多篇文章，曾获得营销科学博士论文比赛冠军，EMAC-McKinsey博士论文比赛亚军等奖项。