Online display advertising for CPG brands: (when) does it work?

The amount that brands spend on display advertising is increasing. According to Statista, digital display advertising in the US is projected to reach $107.91 billion by 2023. Despite marketers’ increasing reliance on this method of...

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The amount that brands spend on display advertising is increasing. According to Statista, digital display advertising in the US is projected to reach $107.91 billion by 2023. Despite marketers’ increasing reliance on this method of advertising, there has been little research into if display advertising actually works.

This is no longer the case. 

Today we’re speaking with Professors Els Gijsbrechts and Marnik Dekimpe.  They and their colleagues are the first people to conduct research into the efficacy of display advertising to drive sales for CPG brands. Our conversation explores their research, some of their surprising findings and what it means for marketing practitioners everywhere.

Topics include:

If digital display advertisements for CPG brands result in sales.
How product characteristics relate to the efficacy of display advertisements in driving sales.
When a “spray and pray” approach to advertising media is detrimental to driving sales.
The impact of advertising spending cadence has on sales.
How marketing practitioners can improve their advertising spending decisions.

Click here for the research article 

The Up Next podcast’s access to this content is courtesy of the International Journal of Research in Marketing, an international, double-blind peer-reviewed journal for marketing academics and practitioners. IJRM aims to contribute to the marketing discipline by providing high-quality, original research which advances marketing knowledge and techniques. As marketers increasingly draw on diverse and sophisticated methods, IJRM‘s target audience is comprised of marketing scholars, practitioners (e.g., marketing research and consulting professionals) and policymakers.

IJRM  aims to be at the forefront of the marketing field with a particular emphasis on bringing timely ideas to market. The journal embraces innovative research with the potential to spur future research and influence practice. Hence, it welcomes contributions in various aspects of marketing. The editors, while accepting a wide array of scholarly contributions from different disciplinary approaches, especially encourage research that is novel, visionary or path breaking. 

 

Marnik G. Dekimpe (interviewed guest & corresponding author) is Research Professor of Marketing at Tilburg University (The Netherlands) and Professor of Marketing at KU Leuven (Belgium). He received his Ph.D. from the University of California, Los Angeles.

He has won best-paper awards in Marketing Science (1995, 2001), the Journal of Marketing Research (1999), the International Journal of Research in Marketing (1997, 2001, 2002, 2013), and Technological Forecasting and Social Change (2000), as well as two long-term impact awards (in 2010 and 2017) for papers published in the Journal of Marketing.

In 2018, he was awarded an honorary doctorate from the University of Hamburg in Germany for his lifetime contributions to Marketing Research and Education. He was the recipient of the AMA Marketing Strategy SIG 2017 Mahajan Award for Lifetime Contributions to Marketing Strategy Research, and in 2016, he won the EMAC Distinguished Marketing Scholar Award, a life-time achievement award granted by the European Marketing Academy.

In 2010-2012, he served as editor-in-chief of the International Journal of Research in Marketing. He currently is an Associate Editor with the Journal of Marketing, the Journal of Marketing Research, the International Journal of Research in Marketing and the Journal of the Academy of Marketing Science.

His current research interests deal with recession marketing, the impact of product-harm crises, the effectiveness of loyalty programs, and the drivers of private-label success.

 

Els Gijsbrechts (interviewed guest & corresponding author) is Professor of Quantitative Marketing at Tilburg University, the Netherlands. She received a PhD in Applied Economic Sciences from the University of Antwerp, and previously held positions at the University of Antwerp, FUCAM and KULeuven. Her research focuses on modeling consumers’ shopping behavior and their responses to retailer and manufacturer decisions such as shelf layout, price (promotions), branding, advertising, stock-outs and assortment decisions. Her research has been published in leading journals like the Journal of Marketing, Journal of Marketing Research, Marketing Science, the International Journal of Research in Marketing, and the Journal of Retailing, and received several nominations, such as those for the IJRM Best Paper Award, the Davidson Award, and the William O’Dell Award.

 

Additional co-author(s):

Bernadette J. van Ewijk graduated from Tilburg University with a Research Master in Marketing in 2010. From 2010 to 2017 she held different positions at AiMark, a non-profit cooperation between the academic and business world. In 2017 she obtained her Ph.D. at Tilburg University with her dissertation entitled “Purchase Behavior of Consumers in Emerging Markets”. She joined the marketing department of University of Amsterdam Business School as an Assistant Professor in 2018. Her research focuses on the effectiveness of marketing-mix strategies (e.g., pricing, advertising, and innovation) for (CPG) brands, operating in different channels (e.g., online vs. offline) and countries (e.g., emerging vs. developed markets).

Astrid Stubbe is a Risk Data Scientist at AXA Bank Belgium. She holds a master degree in Applied Economics and a master degree in Statistics from the KU Leuven (Belgium) and a Research Master from Tilburg University (the Netherlands). She worked as a PhD Student at Tilburg University and focused in her research on offline and online media and marketing dynamics.

Follow & Learn More:

 

International Journal of Research in Marketing

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Marnik G. Dekimpe (interviewee & corresponding author)

University webpage 

Els Gijsbrechts (interviewee & corresponding author)

University webpage 

Additional author(s)

Bernadette J. van Ewijk

LinkedIn 
Google Scholar 
University webpage 
ResearchGate 

Astrid Stubbe

LinkedIn 

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