Publication Type
Journal Article
Version
acceptedVersion
Publication Date
3-2019
Abstract
Firms allocate increasingly large budgets to mobile banner advertising. Yet, existing research paid only scant attention to the sales effects of mobile banner ads. In this paper, we fill this gap by determining the offline and online sales impact of a large-scale mobile banner advertising campaign. As part of a geographical field experiment, over 3.5 million mobile banner ads were served to a predetermined geographical area. We determine the offline and online sales effects of the mobile banner ad campaign by analyzing twenty months of sales data for regions covering the entire country of the Netherlands. Relying on a difference-in-difference approach and two matching methods, we demonstrate an offline sales increase of around 2%. The online sales effect is not significant. We conclude that firms can use mobile banner advertising to boost offline sales. We find no evidence for cross-channel sales cannibalization.
Keywords
Coarsened exact matching, Digital advertising, Geographical field experiment, Mobile banner advertising, Mobile marketing, Propensity score matching
Discipline
E-Commerce | Marketing
Research Areas
Marketing
Publication
International Journal of Research in Marketing
First Page
1
Last Page
15
ISSN
0167-8116
Identifier
10.1016/j.ijresmar.2019.02.001
Publisher
Elsevier
Citation
OSINGA, Ernst C.; ZEVENBERGEN, Menno; and VAN ZUIJLEN, Mark W. G..
Do mobile banner ads increase sales? Yes, in the offline channel. (2019). International Journal of Research in Marketing. 1-15.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/6243
Copyright Owner and License
Authors
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
https://doi.org/10.1016/j.ijresmar.2019.02.001