Research



 

 

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Display and Search Advertising

WCAI Research Opportunity sponsored by Organic, May 2010


    View the webinar pdf *

In 2010-2011, WCAI worked closely with Organic, a digital ad agency owned by WCAI Corporate Partner Omnicom Group, to sponsor a set of research projects focusing on Online Advertising Effectiveness. This project was the inaugural WCAI Research Opportunity, an innovative process for fostering academic-industry research which helps companies understand their own business issues more deeply and benefit from the insights of top faculty from marketing, computer science, information systems and statistics.


Media Coverage:


Grantees of the Organic data:

  • Modeling and Examining the Interdependence Between Search and Display Advertising
    Sang Hee Bae, New York University
    Anindya Ghose, New York University
    Avi Goldfarb, University of Toronto
  • Direct and Indirect Effects of Online Advertising Campaigns
    WCAI Case Study On Ad Effectiveness
    (based on Moe/Braun project)
    (Read the resulting research paper.)
    Michael Braun, MIT Sloan School
    Wendy Moe, R. H. Smith School of Business, University of Maryland
  • Measuring the Effect of Online Advertising on the Conversion Funnel
    Vibhanshu Abhishek The Wharton School, University of Pennsylvania
    Kartik Hosanagar, The Wharton School, University of Pennsylvania
  • The Relative Effects of Online Advertising, Online Reviews and Traditional Advertising on Online Consumer Behavior
    Gerard J Tellis, University of Southern California
    Abhishek Borah, University of Southern California
  • Modeling the Dynamics of Consumer Behavior in Online Advertising
    Jie Zhang, The University of Texas at Arlington
    Xueming Luo, The University of Texas at Arlington 

 *Please note: The Research Opportunity webinars are posted here for a research-focused audience and should not be quoted, paraphrased or otherwise utilized without written permission of WCAI. Any media inquiries or requests for quotes about the projects should be directed to wcai-press@wharton.upenn.edu.