00:00    |    
Initial credits
00:06    |    
Introduction by David Reiley
00:26    |    
Importance of field experiments
Measurement of advertising effectiveness
01:08    |    
Measurement of the effect of prices in retail business
03:14    |    
Search advertising experiment
Search result page design
Organic search results
North ads
East ads
Advertisement positioning by bidding
North advertisement exclusion
Advertisement performance related to other ads
Advertisement performance related to the number of ads present
Advertiser's preferences when advertising
Main reasons for performing the experiment
Estimation of click externalities by experimentation
Search-query-level random assignment
Experimental population
Positive externalities due to the increase in ads
Second trial of the experiment
Results in the clickthrough rate in south and east ads
Benefits from increasing the north ads
Results in the organic advertisements
Overall results in a significant increase in ads
20:48    |    
Reasons for the positive externalities in the experiment results
Comparative search behavior
Displacement of the organic listings
23:11    |    
Indicators of advertisement relevance for users
23:58    |    
Variation in the number of clicks per search during the experiment
25:03    |    
Influence of the increase of north ads in the search and click rates
26:00    |    
Data consistency with the hypothesized results
Differences in the results depending on the screen monitor size
28:53    |    
Significant increase in the clickthrough rate
29:32    |    
Experiment conclusions
31:09    |    
Question and answer period
What type of queries receive ads and which don't?
What do you think is the main difference between the Yahoo! and the Google search engine?
What mechanisms are used for bidding for the advertisement place?
Do you think that a company's prestige may affect the impact on advertising themselves rather than their positioning?
Is there any way of measuring how many people actually purchased when they visited the site?
Does Yahoo! plan to create a program such as Google Maps or Google Earth?
46:27    |    
Final words
46:34    |    
Final credits



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Northern Exposure: A Field Experiment Measuring Externalities between Search Advertisements

18 de marzo de 2011   | Vistas: 7 |   Capitalism Entrepreneurship Free Market Innovation

David Reiley speaks about field experiments in search engines related to the externalities that advertisements may have among them. His main focus is to show how customers react when they are presented with a wide range of ads, listed together in the same query. Reiley explains the different methods by which companies place their advertisement on the web, and describes the main objectives they seek when doing so. He also explains the process and techniques advertising companies use to maximize the impact on their users. He shows revealing conclusions about this experiment, and finally, comments on the results he obtained from this scientific approach on technological marketing and sales.




David Reiley is pioneer in the use of field experiments in economics and social sciences. He is currently research scientist…

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Universidad Francisco Marroquín