Online Display Advertising: Targeting and Intrusiveness
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 ineff...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Article |
| Language: | en_US |
| Published: |
INFORMS
2012
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| Online Access: | http://hdl.handle.net/1721.1/67901 https://orcid.org/0000-0002-1847-4832 |