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Display Advertising Impact: Search Lift and Social Influence

Papadimitriou, Panagiotis and Krishnamurthy, Prabhakar and Lewis, Randall and Reiley, David and Garcia-Molina, Hector (2011) Display Advertising Impact: Search Lift and Social Influence. In: 17th ACM SIGKDD Conference on Knowledge Discovery and Data Mining (KDD), August 21-24, San Diego, CA, USA.




We study the impact of display advertising on user search behavior using a field experiment. In such an experiment, the treatment group users are exposed to some display advertising campaign, while the control group users are not. During the campaign and the post-campaign period we monitor the user search queries and we label them as relevant or irrelevant to the campaign using techniques that leverage the bipartite query-URL click graph. Our results indicate that users who are exposed to the advertising campaign submit 5% to 25% more queries that are relevant to it compared to the unexposed users. Using the social graph of the experiment users, we also explore how users are affected by their friends who are exposed to ads. Our results indicate that a user with exposed friends is more likely to submit queries relevant to the campaign, as compared to a user without exposed friends. The result is surprising given that the display advertising campaign that we study does not include any incentive for social action, e.g., discount for recommending friends.

Item Type:Conference or Workshop Item (Paper)
Related URLs:Author Homepage
ID Code:993
Deposited By:Panagiotis Papadimitriou
Deposited On:22 Feb 2011 16:09
Last Modified:16 May 2011 08:32

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