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STOCKHOLM SCHOOL
OF ECONOMICS

European Quant Marketing Workshop

Supported by EMAC's Quantitative Marketing SIG and Center for Retailing at Stockholm School of Economics.

Target group
This workshop series aims to help Ph.D. students, junior researchers, and everyone else who is interested in doing and publishing quantitative marketing works. We cover a diverse range of topics with the intent to spark your inspiration and motivation through learning about quantitative models and methods from established scholars in the field.

How it works?

  • Two workshops are held each semester. Workshop details are distributed by e-mail.
  • All workshops are held online, with approximately 60 minutes of presentation and 30 minutes of Q&A.
  • Please pre-register through the invitation e-mail, after which you will receive a Zoom link to the corresponding workshop.
  • Feel free to spread the word to others who might be interested.

Program Fall 2024

Evert-de-Haan-GoetheUni-062.png
Topic
Using Vision Transformer (ViT) Models to Assess the Impact of Ad Creatives on Ad Effectiveness

Speaker
Evert de Haan, Associate Professor of Marketing at the Faculty of Economics and Business, University of Groningen.

Date and Time
October 23, 2024 @ 15:00-16:30 CET / 9:00-10:30 ET

Register

Abstract
Traditional advertising is still an essential tool for marketers to build brands. From meta-analyses, however, we know that the effectiveness of advertising has been declining in the last few decades. Reasons suggested for this include an increase in ad clutter and a drop in creativity in terms of low distinctiveness and – consistency. In this study, we use a rich dataset from the Dutch automotive market, where we have access to all 8,543 unique print advertising creatives from the past 17 years. Using Vision Transformer (ViT) models, we investigate how distinctive and consistent each ad is based on previous advertisements by the focal and competing brands, respectively. With an additional survey, filled in by 4,537 participants who evaluated 245 ads from 2023, we find that our ViT measures are similar to human-perceived distinctiveness and consistency, with correlations between 0.55 and 0.60. In a follow-up study, using 204 months of sales data from the top 20 car brands, we find that the distinctiveness and consistency measures significantly and positively moderate advertising effectiveness. However, a tipping point seems to exist; being too distinctive and too consistent decreases advertising effectiveness. Additionally, I will present some ideas for a follow up study in the Dutch online gambling industry, where some quasi-natural experiments have been taking place in terms of restricting advertising policies.

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