- (Papadimitriou et al., 2011) ⇒ Panagiotis Papadimitriou, Hector Garcia-Molina, Prabhakar Krishnamurthy, Randall A. Lewis, and David H. Reiley. (2011). “Display Advertising Impact: Search Lift and Social Influence.” In: Proceedings of the 17th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining (KDD-2011) Journal. ISBN:978-1-4503-0813-7 doi:10.1145/2020408.2020572
- Ad effectiveness; advertising impact; data mining; display ads; experimental design; experimentation; field experiment; measurement; search lift; social influence
We study the impact of display advertising on user search behavior using a field experiment. In such an experiment, the treatment group users are exposed to some display advertising campaign, while the control group users are not. During the campaign and the post-campaign period we monitor the user search queries and we label them as relevant or irrelevant to the advertising campaign using techniques that leverage the bipartite query-URL click graph. Our results indicate that users who are exposed to the advertising campaign submit 5% to 25% more queries that are relevant to it compared to the unexposed users.
Using the social graph of the experiment users, we also explore how users are affected by their friends who are exposed to ads. Our results indicate that a user with exposed friends is more likely to submit queries relevant to the campaign, as compared to a user without exposed friends. The result is surprising given that the display advertising campaign that we study does not include any incentive for social action, e.g., discount for recommending friends.
|2011 DisplayAdvertisingImpactSearchL||Panagiotis Papadimitriou|
Randall A. Lewis
David H. Reiley
|Display Advertising Impact: Search Lift and Social Influence||10.1145/2020408.2020572||2011|
|Author||Panagiotis Papadimitriou +, Hector Garcia-Molina +, Prabhakar Krishnamurthy +, Randall A. Lewis + and David H. Reiley +|
|proceedings||Proceedings of the 17th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining +|
|title||Display Advertising Impact: Search Lift and Social Influence +|