Event Title

Increasing Mobile Search Ad Spend: Cross-device Effects

Presenter Information

Michelle Andrews, Emory UniversityFollow
Ting Li, Erasmus UniversityFollow
Francesco Balocco, Erasmus UniversityFollow

Description

Quantifying the causal effect of displaying product price in search ads on performance metrics, we partner with an online retailer to run a large-scale field experiment involving multiple products by randomly exposing consumers to either an ad campaign th

Recommended Citation

Andrews, Michelle; Li, Ting; and Balocco, Francesco, "Increasing Mobile Search Ad Spend: Cross-device Effects" (2018). ICIS 2018 Proceedings. 12.
https://aisel.aisnet.org/icis2018/ebusiness/Presentations/12