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Online display advertising : modeling the effects of multiple creatives and individual impression histories

Braun, Michael; Moe, Wendy W. - In: Marketing science : the marketing journal of the … 32 (2013) 5, pp. 753-767

Persistent link: https://www.econbiz.de/10010199751

Online Advertising Response Models : Incorporating Multiple Creatives and Impression Histories

Braun, Michael; Moe, Wendy W. - 2017

Online advertising campaigns often consist of multiple ads, each with different creative content. We propose a model that evaluates the effectiveness of each creative in a campaign given the targeted individual’s ad impression history, as characterized by the timing and mix of previously seen...

Persistent link: https://www.econbiz.de/10014179491

Online Display Advertising : Modeling the Effects of Multiple Creatives and Individual Impression Histories

Braun, Michael; Moe, Wendy W. - 2013

Online advertising campaigns often consist of multiple ads, each with different creative content. We consider how various creatives in a campaign differentially affect behavior given the targeted individual's ad impression history, as characterized by the timing and mix of previously seen ad...

Persistent link: https://www.econbiz.de/10014153039

Introducing the Ad ECG : how the set-top box tracks the lifeline of television

Kent, Robert J.; Schweidel, David A. - In: Journal of advertising research 51 (2011) 4, pp. 586-593

Persistent link: https://www.econbiz.de/10009502008

Synergy or interference : the effect of product placement on commercial break audience decline

Schweidel, David A.; Foutz, Natasha Zhang; Tanner, Robin J. - In: Marketing science : the marketing journal of the … 33 (2014) 6, pp. 763-780

Persistent link: https://www.econbiz.de/10010468394

The role of slant and message consistency in political advertising effectiveness : evidence from the 2016 presidential election

Fossen, Beth L.; Kim, Donggwan; Schweidel, David A.; … - In: Quantitative marketing and economics : QME 20 (2022) 1, pp. 1-37

Persistent link: https://www.econbiz.de/10013190778

Predictors of the gap between program and commercial audiences : an investigation using live tuning data

Schweidel, David A.; Kent, Robert J. - In: Journal of marketing 74 (2010) 3, pp. 18-33

Persistent link: https://www.econbiz.de/10008822114

Television advertising and online word-of-mouth : an empirical investigation of social TV activity

Fossen, Beth L.; Schweidel, David A. - In: Marketing science : the marketing journal of the … 36 (2017) 1, pp. 105-123

Persistent link: https://www.econbiz.de/10011645782

Measuring the impact of product placement with brand-related social media conversations and website traffic

Fossen, Beth L.; Schweidel, David A. - In: Marketing science : the marketing journal of the … 38 (2019) 3, pp. 481-499

Persistent link: https://www.econbiz.de/10012038422

A border strategy analysis of ad source and message tone in senatorial campaigns

Wang, Yanwen; Lewis, Michael; Schweidel, David A. - In: Marketing science : the marketing journal of the … 37 (2018) 3, pp. 333-355

Persistent link: https://www.econbiz.de/10011884339