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Display advertising impact: search lift and social influence

Published: 21 August 2011 Publication History

Abstract

We study the impact of display advertising on user search behavior using a field experiment. In such an experiment, the treatment group users are exposed to some display advertising campaign, while the control group users are not. During the campaign and the post-campaign period we monitor the user search queries and we label them as relevant or irrelevant to the campaign using techniques that leverage the bipartite query-URL click graph. Our results indicate that users who are exposed to the advertising campaign submit 5% to 25% more queries that are relevant to it compared to the unexposed users.
Using the social graph of the experiment users, we also explore how users are affected by their friends who are exposed to ads. Our results indicate that a user with exposed friends is more likely to submit queries relevant to the campaign, as compared to a user without exposed friends. The result is surprising given that the display advertising campaign that we study does not include any incentive for social action, e.g., discount for recommending friends.

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cover image ACM Conferences
KDD '11: Proceedings of the 17th ACM SIGKDD international conference on Knowledge discovery and data mining
August 2011
1446 pages
ISBN:9781450308137
DOI:10.1145/2020408
Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected]

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Published: 21 August 2011

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Author Tags

  1. ad effectiveness
  2. advertising impact
  3. display ads
  4. field experiment
  5. search lift
  6. social influence

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  • (2022)Smart Cities in Emerging Economies: Opportunities, Challenges and Policy ImplicationsProceedings of the Third International Conference on Information Management and Machine Intelligence10.1007/978-981-19-2065-3_36(319-329)Online publication date: 4-Aug-2022
  • (2021)From Symbols to Embeddings: A Tale of Two Representations in Computational Social ScienceJournal of Social Computing10.23919/JSC.2021.00112:2(103-156)Online publication date: Jun-2021
  • (2020)Online Display Advertising MarketsInformation Systems Research10.1287/isre.2019.090231:2(556-575)Online publication date: 1-Jun-2020
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  • (2014)Advertising in a streamProceedings of the 23rd international conference on World wide web10.1145/2566486.2568030(29-38)Online publication date: 7-Apr-2014
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