About: Online Display Advertising for CPG Brands: (When) Does It Work?

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An Entity of Type : schema:ScholarlyArticle, within Data Space : wasabi.inria.fr associated with source document(s)

Attributes	Values
type	Academic Article research paper schema:ScholarlyArticle
isDefinedBy	Covid-on-the-Web dataset
title	Online Display Advertising for CPG Brands: (When) Does It Work?
Creator	Dekimpe, Marnik Gijsbrechts, Els Stubbe, Astrid Van Ewijk, Bernadette
topic	covid:b290211fee45c04ad36211153a9d0e6d02787910#this
source	Elsevier; PMC
abstract	Abstract This study examines how online display ads, alone or in combination with more conventional media (television and print), can help drive sales in the consumer packaged goods (CPG) sector. It also assesses how the combined sales effect of online and offline ads depends on the volatility of their expenditures over time. We explore these relations for 154 brands across 68 Dutch CPG product categories. We find that, even though display ads are not effective for the “average” CPG brand, they do have a significant impact for a sizable, and considerably larger than expected by chance, subset of brands. Importantly, this impact depends on the type of product. While display ads are found to be ineffective for low-involvement utilitarian products, they can significantly enhance sales for other CPG product types. Moreover, the effect depends on whether they are used in combination with other media: while display ads are best used as a stand-alone medium for high-involvement utilitarian products, it is better to combine them with traditional media for hedonic products. Finally, the long-term effectiveness of display messages increases significantly when they are spread more evenly in time.
has issue date	2020-08-18(xsd:dateTime)
bibo:doi	10.1016/j.ijresmar.2020.08.004
has license	els-covid
sha1sum (hex)	b290211fee45c04ad36211153a9d0e6d02787910
schema:url	https://doi.org/10.1016/j.ijresmar.2020.08.004
resource representing a document's title	Online Display Advertising for CPG Brands: (When) Does It Work?
has PubMed Central identifier	PMC7434385
resource representing a document's body	covid:b290211fee45c04ad36211153a9d0e6d02787910#body_text
is http://vocab.deri.ie/void#inDataset of	https://covidontheweb.inria.fr:4443/about/id/http/ns.inria.fr/covid19/b290211fee45c04ad36211153a9d0e6d02787910
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