When Does Retargeting Work? Information Specificity in Online Advertising

@article{Lambrecht2013WhenDR,
  title={When Does Retargeting Work? Information Specificity in Online Advertising},
  author={Anja Lambrecht and Catherine Tucker},
  journal={Journal of Marketing Research},
  year={2013},
  volume={50},
  pages={561 - 576}
}
Firms can now offer personalized recommendations to consumers who return to their website, using consumers' previous browsing history on that website. In addition, online advertising has greatly improved in its use of external browsing data to target Internet ads. Dynamic retargeting integrates these two advances by using information from the browsing history on the firm's website to improve advertising content on external websites. When surfing the Internet, consumers who previously viewed… 
Personalized Online Advertising Effectiveness: The Interplay of What, When, and Where
TLDR
It is shown that, although personalization can substantially enhance banner effectiveness, its impact hinges on its interplay with timing and placement factors, and click-through increases at an early information state of the purchase decision process and ad effectiveness on motive congruent or incongruent display websites.
Online Advertising Suppresses Visual Competition during Planned Purchases
Online advertising can help consumers to implement their purchase intentions on shopping websites. This research tests the hypothesis that online advertising can speed-up product search by visually
Is Combining Contextual and Behavioral Targeting Strategies Effective in Online Advertising?
TLDR
The results show that targeting a user with behavioral characteristics that are closely related to ads does not necessarily increase the click through rates (CTRs); whereas, targeting auser with behavioral qualities that are loosely related to adverts leads to a higher CTR, and BT and CT work better in combination.
What Happens Online Stays Online? Segment-Specific Online and Offline Effects of Banner Advertisements
Many firms are allocating increasing parts of their advertising budgets to banner advertising. Yet, for firms that predominantly sell offline, existing research provides little guidance on online
Personalization in Social Retargeting – A Field Experiment Completed Research Paper
This study compares the effectiveness of productand category-specific advertising personalization in Social Retargeting. Social Retargeting combines the features of social advertising, targeting
Consumer Search and Purchase: An Empirical Investigation of Retargeting Based on Consumer Online Behaviors
This paper empirically investigates how marketers can retarget consumers who have searched online but did not purchase, based on their search behaviors. To infer the relationship between search
Social Networks, Personalized Advertising, and Privacy Controls
This article investigates how Internet users' perceptions of control over their personal information affect how likely they are to click on online advertising on a social networking website. The
Social Networks, Personalized Advertising, and Privacy Controls
TLDR
Internet users’ perceptions of control over their personal information affect how likely they are to click on online advertising on a social networking website, and the effectiveness of personalizing ad text with user-posted personal information relative to generic text is examined.
Increasing Conversions through Behavioral Retargeting
TLDR
Behavioral retargeting is a form of targeted advertising whereby advertisements are displayed to consumers, based on their previous browsing history, to increase conversion rates where visitors to sites become customers.
The Importance of Trust for Personalized Online Advertising
With the amount of online advertising on a steady rise, generic ads noticeably lose effectiveness. In order to break through the clutter, retailers employ a method called retargeting to tailor their
...
1
2
3
4
5
...

References

SHOWING 1-10 OF 76 REFERENCES
How much can behavioral targeting help online advertising?
TLDR
This work is the first empirical study for BT on the click-through log of real world ads and draws three important conclusions: users who clicked the same ad will truly have similar behaviors on the Web, Click-Through Rate (CTR) of an ad can be averagely improved as high as 670% by properly segmenting users for behavioral targeted advertising in a sponsored search.
Social Networks, Personalized Advertising, and Privacy Controls
TLDR
Internet users’ perceptions of control over their personal information affect how likely they are to click on online advertising on a social networking website, and the effectiveness of personalizing ad text with user-posted personal information relative to generic text is examined.
Privacy Regulation and Online Advertising
Advertisers use online customer data to target their marketing appeals. This has heightened consumers' privacy concerns, leading governments to pass laws designed to protect consumer privacy by
Privacy Regulation and Online Advertising
TLDR
It is found that, on average, display advertising became far less effective at changing stated purchase intent after the EU laws were enacted, relative to display advertising in other countries.
Advertising Bans and the Substitutability of Online and Offline Advertising
The authors examine whether the growth of the Internet has reduced the effectiveness of government regulation of advertising. They combine nonexperimental variation in local regulation of offline
The Effect of Banner Advertising on Internet Purchasing
This article focuses on whether banner advertising affects purchasing patterns on the Internet. Using a behavioral database that consists of customer purchases at a Web site along with individual
Here, there, and everywhere: correlated online behaviors can lead to overestimates of the effects of advertising
TLDR
Using three controlled experiments, it is shown that observational data frequently lead to incorrect estimates of adFX, and how and why observational methods lead to a massive overestimate of adfx in such circumstances.
Online Display Advertising: Targeting and Obtrusiveness
TLDR
It is found that matching an ad to website content and increasing an ad's obtrusiveness independently increase purchase intent, however, in combination, these two strategies are ineffective.
Website Morphing
TLDR
This work applies the Bayesian updating and dynamic programming to an experimental BT Group website using data from 835 priming respondents and finds that when cognitive styles are partially observable, dynamic programming does almost as well as expected and purchase intentions can increase by almost 20%.
A model of consumer information search and online network externalities
This article looks at a consumer who faces a choice between two sources of information: conventional and online. The online source is different from the conventional one because consumers care about
...
1
2
3
4
5
...