How much does digital advertising accelerate new product success?

Giacomo Bertozzi, Saeed R. Bagheri, Brett Graham, Peter Knowles, Oded Netzer and Koen Pauwels
Additional contact information
Giacomo Bertozzi: Senior Analytics and Media Manager, Amazon Advertising, USA
Saeed R. Bagheri: Director of Analytics and Insights, Amazon Advertising, USA
Brett Graham: Senior Director, Oracle Advertising, USA
Peter Knowles: Data Translator, Amazon Advertising, USA
Oded Netzer: Arthur J. Samberg Professor of Business, Columbia University and Amazon Research Scholar, Amazon Advertising, USA
Koen Pauwels: Principal Research Scientist, Amazon Advertising, USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2022, vol. 7, issue 4, 318-328

Abstract: Many new products are launched in e-commerce. While advertising is believed to enhance new product success, managers often lack the numbers to quantify this benefit to the company. Retail websites offer specific success benchmarks, such as pre-purchase product views, purchase conversion and post-purchase reviews. This paper’s main thesis is that while new products can succeed with or without advertising, digital advertising can help products achieve success faster. Across five categories, this research shows that digital advertising on Amazon.com can cut the time needed to reach success levels by more than half, compared to products that reach these same benchmarks without such advertising.

Keywords: advertising; digital; new products; take-off; page views; purchase conversion; online reviews (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (1)

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