Summary Report: The Effectiveness of Online Ads: A Field Experiment

نویسندگان

  • Alexander Coppock
  • David Broockman
چکیده

Using a novel field experimental design, we rigorously tested the effectiveness of an online banner ad in changing political attitudes. We find that attitudes towards the #blacklivesmatter campaign’s issues were unaffected by a week’s worth of exposure ads. This null result cannot be attributed to small sample sizes or noisy outcome measures: Our experiment was powerful enough to detect even small changes in attitudes. One of the most commonplace forms of political persuasion is the online banner ad. Banner ads typically consist of an image, some short text, and a link to website where those who are interested can get more information. Because clickthrough rates are extraordinarily low, we hypothesize that the mechanism by which banner ads may change attitudes is not the information that users gain after clicking through; instead, banner ads are supposed to work by making politicians or issues more salient in the minds of voters. The study tests this proposition using a randomized field experiment in which some subjects are exposed to ads while others are not. We find that, at least in this experiment, banner ads did not change minds towards a recent political issue. Further, the ads did not even make the issue more salient in subjects’ minds. 1 Design Our experiment proceeded as follows. First, we recruited 1824 subjects were recruited via Amazon’s Mechanical Turk to a pre-treatment survey in which demographic covariates were collected. ∗The design and analysis of this study was preregistered at egap.org

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تاریخ انتشار 2015