Professor Thorsten Wiesel hält Forschungsvortrag an der BI Oslo
Professor Thorsten Wiesel hält am 13. Februar 2014 an der BI Oslo einen Forschungsvortrag zum Thema “The Effectiveness of Different Forms of Online Advertising for Purchase Conversion in a Multiple-Channel Attribution Framework“.
The internet has given rise to many advertising forms. Scientific studies have focused on particular advertising forms in isolation and offer little guidance to managers who typically allocate budgets on the basis of simple rules. This article analyzes the long-term effectiveness of two main offline and seven online forms of advertising by means of a structural vector autoregressive model and restricted impulse responses. For five product categories, the authors investigate how these forms of advertising generate traffic, affect conversion, and contribute to revenues. The authors find that content-integrated advertising is most effective, followed by content-separated advertising and firm-initiated advertising. Although it has similar power to drive traffic, content integration dominates content separation in subsequent progression toward purchase. Last-click attribution underestimates content-integrated activities and suggests allocations that yield 17.65%-19.42% less revenues than the model's proposed allocation. These results highlight the payoffs for companies that integrate content into online media.