Do mobile banner ads increase sales? Yes, in the offline channel

Ernst C. Osinga, Menno Zevenbergen and Mark W.G. van Zuijlen

International Journal of Research in Marketing, 2019, vol. 36, issue 3, 439-453

Abstract: Firms allocate increasingly large budgets to mobile banner advertising. Yet, existing research paid only scant attention to the sales effects of mobile banner ads. In this paper, we fill this gap by determining the offline and online sales impact of a large-scale mobile banner advertising campaign. As part of a geographical field experiment, over 3.5 million mobile banner ads were served to a predetermined geographical area. We determine the offline and online sales effects of the mobile banner ad campaign by analyzing twenty months of sales data for regions covering the entire country of the Netherlands. Relying on a difference-in-difference approach and two matching methods, we demonstrate an offline sales increase of around 2%. The online sales effect is not significant. We conclude that firms can use mobile banner advertising to boost offline sales. We find no evidence for cross-channel sales cannibalization.

Keywords: Mobile banner advertising; Mobile marketing; Digital advertising; Geographical field experiment; Propensity score matching; Coarsened exact matching (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:36:y:2019:i:3:p:439-453

DOI: 10.1016/j.ijresmar.2019.02.001

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