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Does Retail Advertising Work? Measuring the Effects of Advertising on Sales via a Controlled Experiment on Yahoo!

Author

Listed:
  • Randall Lewis

    (Yahoo! Research)

  • David Reiley

    (Yahoo! Research)

Abstract

We measure the causal effects of online advertising on sales, using a randomized experiment performed in cooperation between Yahoo! and a major retailer. After identifying over one million customers matched in the databases of the retailer and Yahoo!, we randomly assign them to treatment and control groups. We analyze individual-level data on ad exposure and weekly purchases at this retailer, both online and in stores. We find statistically and economically significant impacts of the advertising on sales. The treatment effect persists for weeks after the end of an advertising campaign, and the total effect on revenues is estimated to be more than seven times the retailer's expenditure on advertising during the study. Additional results explore differences in the number of advertising impressions delivered to each individual, online and offline sales, and the effects of advertising on those who click the ads versus those who merely view them. Power calculations show that, due to the high variance of sales, our large number of observations brings us just to the frontier of being able to measure economically significant effects of advertising. We also demonstrate that without an experiment, using industry-standard methods based on endogenous crosssectional variation in advertising exposure, we would have obtained a wildly inaccurate estimate of advertising effectiveness.

Suggested Citation

  • Randall Lewis & David Reiley, 2011. "Does Retail Advertising Work? Measuring the Effects of Advertising on Sales via a Controlled Experiment on Yahoo!," Working Paper series, University of East Anglia, Centre for Competition Policy (CCP) 2011-09, Centre for Competition Policy, University of East Anglia, Norwich, UK..
    • Handle: RePEc:uea:ueaccp:2011_09
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    References listed on IDEAS

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    Cited by:

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    6. Goh, Khim-Yong & Chu, Junhong & Wu, Jing, 2015. "Mobile Advertising: An Empirical Study of Temporal and Spatial Differences in Search Behavior and Advertising Response," Journal of Interactive Marketing, Elsevier, vol. 30(C), pages 34-45.
    7. Kireyev, Pavel & Pauwels, Koen & Gupta, Sunil, 2016. "Do display ads influence search? Attribution and dynamics in online advertising," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 475-490.
    8. Bergès, Fabian & Monier-Dilhan, Sylvette, 2012. "Mass Retailers’ Advertising Strategies Faced with Different Competitor Store Formats: Commodity Stores or Hard Discounts," TSE Working Papers 12-277, Toulouse School of Economics (TSE).
    9. Ajay Agrawal & John Horton & Nicola Lacetera & Elizabeth Lyons, 2015. "Digitization and the Contract Labor Market: A Research Agenda," NBER Chapters, in: Economic Analysis of the Digital Economy, pages 219-250, National Bureau of Economic Research, Inc.
    10. Anna G. Devlin & Wedad Elmaghraby & Rebecca W. Hamilton, 2018. "Why do suppliers choose wholesale price contracts? End-of-season payments disincentivize retailer marketing effort," Journal of the Academy of Marketing Science, Springer, vol. 46(2), pages 212-233, March.
    11. Fabian Bergès & Sylvette Monier-Dilhan, 2013. "Mass Retailers' Advertising Strategies Against Commodity Stores," Economics Bulletin, AccessEcon, vol. 33(4), pages 2968-2981.
    12. Benjamin Edelman, 2012. "Using Internet Data for Economic Research," Journal of Economic Perspectives, American Economic Association, vol. 26(2), pages 189-206, Spring.
    13. Mingyu Joo & Kenneth C. Wilbur & Bo Cowgill & Yi Zhu, 2014. "Television Advertising and Online Search," Management Science, INFORMS, vol. 60(1), pages 56-73, January.

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