Publication

Targeting online display ads: Choosing their frequency and spacing

Foersch, S. & de Haan, E., Dec-2018, In : International Journal of Research in Marketing. 35, 4, p. 661-672 12 p.

Research output: Contribution to journalArticleAcademicpeer-review

APA

Foersch, S., & de Haan, E. (2018). Targeting online display ads: Choosing their frequency and spacing. International Journal of Research in Marketing, 35(4), 661-672. https://doi.org/10.1016/j.ijresmar.2018.09.002

Author

Foersch, Steffen ; de Haan, Evert. / Targeting online display ads : Choosing their frequency and spacing. In: International Journal of Research in Marketing. 2018 ; Vol. 35, No. 4. pp. 661-672.

Harvard

Foersch, S & de Haan, E 2018, 'Targeting online display ads: Choosing their frequency and spacing', International Journal of Research in Marketing, vol. 35, no. 4, pp. 661-672. https://doi.org/10.1016/j.ijresmar.2018.09.002

Standard

Targeting online display ads : Choosing their frequency and spacing. / Foersch, Steffen; de Haan, Evert.

In: International Journal of Research in Marketing, Vol. 35, No. 4, 12.2018, p. 661-672.

Research output: Contribution to journalArticleAcademicpeer-review

Vancouver

Foersch S, de Haan E. Targeting online display ads: Choosing their frequency and spacing. International Journal of Research in Marketing. 2018 Dec;35(4):661-672. https://doi.org/10.1016/j.ijresmar.2018.09.002


BibTeX

@article{209537a898b84d66b5dd6b5e69efca6c,
title = "Targeting online display ads: Choosing their frequency and spacing",
abstract = "With real time bidding, advertisers can decide how often (ad frequency) and in what time interval (ad recency) to show an ad to a specific user. Ads shown often and in quick succession might increase brand and ad recognition on the one hand but might annoy users on the other hand. These recognition and annoyance effects, in turn, can have opposing consequences for click-through rates (CTRs). Guided by theory and previous studies, we examine how the frequency (high vs. low) and the recency (small vs. large time intervals) of ad impressions relates to a banner's CTR and whether this is moderated by the campaign type (diverse or not), the brand's advertising expenditure (high vs. low), and the type of industry (selling durable vs. non-durable goods). To do so, we use a large data set containing information on 5.8 bn ad impressions and 1.8 m clicks delivered for 158 different advertisers from 25 industries. We show that higher ad frequency and higher ad recency relate to a lower CTRs, especially when having a less diverse campaign, for brands which are spending more on advertising, and, to some extent, for firms selling durables. (C) 2018 Elsevier B.V. All rights reserved.",
keywords = "Banner advertising, Click-through rate, Online advertising, Online targeting, Real-time bidding, ADVERTISING REPETITION, ATTRIBUTION, CLICKSTREAM, PURCHASE, WORK",
author = "Steffen Foersch and {de Haan}, Evert",
year = "2018",
month = dec,
doi = "10.1016/j.ijresmar.2018.09.002",
language = "English",
volume = "35",
pages = "661--672",
journal = "International Journal of Research in Marketing",
issn = "0167-8116",
publisher = "ELSEVIER SCIENCE BV",
number = "4",

}

RIS

TY - JOUR

T1 - Targeting online display ads

T2 - Choosing their frequency and spacing

AU - Foersch, Steffen

AU - de Haan, Evert

PY - 2018/12

Y1 - 2018/12

N2 - With real time bidding, advertisers can decide how often (ad frequency) and in what time interval (ad recency) to show an ad to a specific user. Ads shown often and in quick succession might increase brand and ad recognition on the one hand but might annoy users on the other hand. These recognition and annoyance effects, in turn, can have opposing consequences for click-through rates (CTRs). Guided by theory and previous studies, we examine how the frequency (high vs. low) and the recency (small vs. large time intervals) of ad impressions relates to a banner's CTR and whether this is moderated by the campaign type (diverse or not), the brand's advertising expenditure (high vs. low), and the type of industry (selling durable vs. non-durable goods). To do so, we use a large data set containing information on 5.8 bn ad impressions and 1.8 m clicks delivered for 158 different advertisers from 25 industries. We show that higher ad frequency and higher ad recency relate to a lower CTRs, especially when having a less diverse campaign, for brands which are spending more on advertising, and, to some extent, for firms selling durables. (C) 2018 Elsevier B.V. All rights reserved.

AB - With real time bidding, advertisers can decide how often (ad frequency) and in what time interval (ad recency) to show an ad to a specific user. Ads shown often and in quick succession might increase brand and ad recognition on the one hand but might annoy users on the other hand. These recognition and annoyance effects, in turn, can have opposing consequences for click-through rates (CTRs). Guided by theory and previous studies, we examine how the frequency (high vs. low) and the recency (small vs. large time intervals) of ad impressions relates to a banner's CTR and whether this is moderated by the campaign type (diverse or not), the brand's advertising expenditure (high vs. low), and the type of industry (selling durable vs. non-durable goods). To do so, we use a large data set containing information on 5.8 bn ad impressions and 1.8 m clicks delivered for 158 different advertisers from 25 industries. We show that higher ad frequency and higher ad recency relate to a lower CTRs, especially when having a less diverse campaign, for brands which are spending more on advertising, and, to some extent, for firms selling durables. (C) 2018 Elsevier B.V. All rights reserved.

KW - Banner advertising

KW - Click-through rate

KW - Online advertising

KW - Online targeting

KW - Real-time bidding

KW - ADVERTISING REPETITION

KW - ATTRIBUTION

KW - CLICKSTREAM

KW - PURCHASE

KW - WORK

U2 - 10.1016/j.ijresmar.2018.09.002

DO - 10.1016/j.ijresmar.2018.09.002

M3 - Article

VL - 35

SP - 661

EP - 672

JO - International Journal of Research in Marketing

JF - International Journal of Research in Marketing

SN - 0167-8116

IS - 4

ER -

ID: 100802680