In 2013 Online advertising generated $42B worth of revenue and more than 3.4 million direct and indirect jobs in Europe alone. The online advertising industry supports some of the most important Internet services such as search, social media and user generated content sites. However, the lack of transparency regarding tracking techniques and the type of information companies collect about users...

Implicit (versus explicit) memory is introduced to examine advertising effects on brand choice. Whereas explicit memory is demonstrated by the conscious recollection of an event, implicit memory is inferred by an improvement in some task performance as the result of having experienced the event. This research shows that memory-based choice benefits from advertising that enhances conceptually dr...

Although information technology has transformed advertising dramatically in the past few years, the greatest changes may lie in the future. Researchers in Pervasive and Ubiquitous Computing have spent the last few years prototyping and studying context-aware systems. These systems use sensors on mobile phones and in the infrastructure to build digital models of the world. This technology has no...

We explore how the ability to target ads affects substitution patterns across advertising platforms. Using data on the advertising prices paid by lawyers for 139 Google search terms in 195 locations, we exploit a natural experiment in “ambulance-chaser” regulations across states. When lawyers cannot contact clients by mail, making targeting customers offline harder, advertising prices per click...

This paper investigated the relationship between ethnic language in online and offline advertising and perceptions of advertiser cultural sensitivity. An experiment was conducted among bilingual Arabic/English speakers. In offline advertising, bilingual or Arabic-only ads were seen as more culturally sensitive than English-only ads. In online advertising, no overall differences in this percepti...

Although there is much practical interest in Web advertising as a component of marketing on the Internet, there is little theory or evidence about how it works in the context of Web content. This paper reports a laboratory experiment that examines the impact of advertising format (less or more intrusive), medium (print or Web) and Web content structure (linear or non-linear) on a broad range of...

Mobile advertising was early identified as an application for mobile data. Up to today the involved players, the mobile telecommunications companies and the advertising industry are looking for innovative concepts and new revenue streams. It therefore is not obvious why current mobile advertising and marketing approaches are lacking the predicted success. Taking the German market as object for ...

With an increase in the potential to allocate financial online advertising spending, managers are facing a sophisticated decision and allocation process. We developed a binary logit model with a Bayesian mixture approach to address consumers’ buying decision processes and to account for the effects of multiple online advertising channels. By analyzing data from a medium-sized online mail order ...