Online ads and offline sales: measuring the effect of retail advertising via a controlled experiment on Yahoo!

Overview of attention for article published in Quantitative Marketing and Economics, May 2014

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In the top 25% of all research outputs scored by Altmetric
Among the highest-scoring outputs from this source (#28 of 125)
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@krishnanrohit A well done field experiment shows that maybe most of the benefit is from later brand recognition. https://t.co/Bh17QTWE7O This paper is a bit dated now but follow on work confirms.

18 Feb 2023

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@martingoodson @HetanShah That's really not the effect sizes you see in academic research into online advertising. https://t.co/ihQ5SVPaB6

07 Dec 2018

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