The Influence of Weather on the Effectiveness of Multiple Advertising Channels
Ein Vortrag von Felix Weißmüller (Ludwig-Maximilians-Universität München) im Rahmen der Seminarreihe des AB Ökonomie am IOS.
Datum: 27. Februar 2018
Zeit: Beginn 10:30 Uhr!
Ort: Leibniz-Institut für Ost-und Südosteuropaforschung (IOS), Landshuter Str. 4 (Raum 109)
In this study, the authors investigate how weather influences the effectiveness of different advertising channels. Specifically, they use field data from an online streaming provider to capture advertising-spending, -reach, as well as subscriptions. Furthermore, weather data from different weather stations across Germany are matched with customer data. The authors analyze five different advertising channels: television, e-mail, affiliate, online display and search engine. By applying a count regression, preliminary empirical evidence suggests that weather-induced changes in media consumption might leverage advertising effectiveness.