Display and Search Advertising
In 2010-2011, Analytics at Wharton worked closely with Organic, a digital ad agency owned by AAW Corporate Partner Omnicom Group, to sponsor a set of research projects focusing on Online Advertising Effectiveness. This project was the inaugural AAW Research Opportunity, an innovative process for fostering academic-industry research which helps companies understand their own business issues more deeply and benefit from the insights of top faculty from marketing, computer science, information systems and statistics.
MEDIA COVERAGE:
Organic Partners With Analytics at Wharton to Develop New Models for Online Ad Effectiveness
Note: This Research Opportunity remains open for proposal submissions. Interested researchers can submit proposals online through the Archived Proposal Submission Portal. Researchers are encouraged to review proposal submission guidelines before submitting their proposal. Additional questions can be directed to analytics@wharton.upenn.edu.
Research Teams
GRANTEES OF THE ORGANIC DATA:
MODELING AND EXAMINING THE INTERDEPENDENCE BETWEEN SEARCH AND DISPLAY ADVERTISING
Sang Hee Bae, New York University
Anindya Ghose, New York University
Avi Goldfarb, University of Toronto
DIRECT AND INDIRECT EFFECTS OF ONLINE ADVERTISING CAMPAIGNS
AIABI Case Study On Ad Effectiveness (based on Moe/Braun project)(Read the resulting research paper.)
Michael Braun, MIT Sloan School
Wendy Moe, R. H. Smith School of Business, University of Maryland
MEASURING THE EFFECT OF ONLINE ADVERTISING ON THE CONVERSION FUNNEL
Vibhanshu Abhishek The Wharton School, University of Pennsylvania
Kartik Hosanagar, The Wharton School, University of Pennsylvania
THE RELATIVE EFFECTS OF ONLINE ADVERTISING, ONLINE REVIEWS AND TRADITIONAL ADVERTISING ON ONLINE CONSUMER BEHAVIOR
Gerard J Tellis, University of Southern California
Abhishek Borah, University of Southern California
MODELING THE DYNAMICS OF CONSUMER BEHAVIOR IN ONLINE ADVERTISING
Jie Zhang, The University of Texas at Arlington
Xueming Luo, The University of Texas at Arlington
Disclaimer
The Research Opportunity webinars are posted here for a research-focused audience and should not be quoted, paraphrased or otherwise utilized without written permission of Analytics at Wharton. Any media inquiries or requests for quotes about the projects should be directed to analytics@wharton.upenn.edu.