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Summary Tutorial 1: Reading an academic digital marketing paper
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Summaries of the relevant papers for each tutorial session. Emphasis on Study Design, Results & Implications.
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SESSION 1: READING AN ACADEMIC DIGITAL MARKETING PAPERFörsch, S., & de Haan, E. (2018). Targeting online display ads: Choosing their frequency and spacing.
International Journal of Research in Marketing, 35(4), 661- 672.
RQ: How frequency (high/low) and recency (small/large intervals) of ad impressions relate to banner´s click-
through rates (CTR)? And if campaign type (diverse/not), advertising expenditure (high/low), type of industry
(durable/not) moderates this effect.
Relevance: Traditional approach, where advertiser’s pay fixed price to publisher for fixed number of
impressions of display ads users visiting publisher’s website. There is no differentiation for user characteristics
and limitations towards frequency and recency. Real time bidding (RTB) allows for individual slot, frequency,
and recency for individual users.
Recency has positive impact on ad recall, but only in short run. Long-term recall and online advertising, it’s
better to spread ad exposures over time. Negative effect of recent exposure to click on current exposure but
can be reduced by diversifying the ads.
What are the hypotheses the authors are testing?
H1: Higher ad frequency Is associated with lower CTR (supported)
H2: Higher ad recency is associated with lower CTR (supported)
H3: Higher frequency and higher recency are associated with even lower CTR (supported) INTERACTION
H4a: Negative association of frequency with CTR is less strong when campaign is more diverse (not
supported)
H4b: Negative association of recency with CTR is less strong when Campaign is more diverse (not supported)
H4c: Negative joint association with frequency and recency with CTR is less strong when campaign is more
diverse (not supported)
H5a: Negative association of frequency with CTR is stronger for brands with high ad expenditures
(supported)
H5b: Negative association of recency with CTR is stringer for brands with high ad expenditures (supported)
H5c: Negative joint association of frequency and recency with CTR is stronger or brands with high ad
expenditures (not supported)
H6a: Negative association of frequency with CTR is stronger for durable goods (supported)
H6b: Negative association of recency with CTR is stronger for durable goods (not supported)
H6c: Joint negative association of recency and frequency with CTR is stronger for durable goods (not
supported)
DV: Click through rates
IV: Frequency; Recency
Moderators: Campaign diversity; Ad expenditure; Type of Industry
i= Advertiser A
j= Ad frequency group
k= Ad recency group
ß0 = Constant (
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