IDEAS home Printed from https://ideas.repec.org/a/aza/ama000/y2022v7i4p318-328.html
   My bibliography  Save this article

How much does digital advertising accelerate new product success?

Author

Listed:
  • Bertozzi, Giacomo

    (Senior Analytics and Media Manager, Amazon Advertising, USA)

  • Bagheri, Saeed R.

    (Director of Analytics and Insights, Amazon Advertising, USA)

  • Graham, Brett

    (Senior Director, Oracle Advertising, USA)

  • Knowles, Peter

    (Data Translator, Amazon Advertising, USA)

  • Netzer, Oded

    (Arthur J. Samberg Professor of Business, Columbia University and Amazon Research Scholar, Amazon Advertising, USA)

  • Pauwels, Koen

    (Principal Research Scientist, Amazon Advertising, USA)

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.

Suggested Citation

  • Bertozzi, Giacomo & Bagheri, Saeed R. & Graham, Brett & Knowles, Peter & Netzer, Oded & Pauwels, Koen, 2022. "How much does digital advertising accelerate new product success?," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 7(4), pages 318-328, March.
    • Handle: RePEc:aza:ama000:y:2022:v:7:i:4:p:318-328
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/6968/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/6968/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    advertising; digital; new products; take-off; page views; purchase conversion; online reviews;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:ama000:y:2022:v:7:i:4:p:318-328. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.