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  • 17 Jun 2013
  • Research & Ideas

Advertising Symbiosis: The Key to Viral Videos

helps the advertiser, then the ad might go viral. The stakes are high for advertisers. eMarketer estimates that online video advertising in the United States will increase from $1.1 billion in 2009 to $4.1... View Details
Keywords: by Carmen Nobel; Advertising
  • Other Article

Online Discounting: Who is Leading the Race to the Bottom?

By: Ayelet Israeli, Eric Anderson and Anne Coughlan
A short review of the finidings in: Israeli, Ayelet, Eric Anderson, and Anne Coughlan. "Minimum Advertised Pricing: Patterns of Violation in Competitive Retail Markets." Marketing Science 35, no. 4 (July–August 2016): 539–564. View Details
Keywords: Pricing; Price Policies; Pricing Policies; Discounting; Retailing; Retailing Industry; Minimum Advertised Price; Ecommerce; E-Commerce Strategy; Price; Distribution Channels; Distribution; Digital Marketing; E-commerce; Advertising Industry; Advertising Industry; Advertising Industry; United States
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  • November–December 2022
  • Article

The Value of Descriptive Analytics: Evidence from Online Retailers

By: Ron Berman and Ayelet Israeli
Does the adoption of descriptive analytics impact online retailer performance, and if so, how? We use the synthetic difference-in-differences method to analyze the staggered adoption of a retail analytics dashboard by more than 1,500 e-commerce websites, and we find an... View Details
Keywords: Descriptive Analytics; Big Data; Synthetic Control; E-commerce; Online Retail; Difference-in-differences; Martech; Internet and the Web; Analytics and Data Science; Performance; Marketing; Retail Industry
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  • 12 Oct 2011
  • Research & Ideas

Creating Online Ads We Want to Watch

viewer's attention cannot be purchased by an advertiser but must be gained by the ad. Thus, he is helping advertisers to make online video ads so riveting that users want to... View Details
Keywords: by Carmen Nobel; Consumer Products
  • 16 May 2000
  • Research & Ideas

Getting the Message: How the Internet is Changing Advertising

according to Forrester Research, a consulting firm specializing in e-commerce. Industry observers are shy to predict just what the future of advertising will look like, but they agree that the pace and enormity of changes that have come... View Details
Keywords: by Susan Young
  • December 2009
  • Article

How to Combat Online Ad Fraud

By: Benjamin Edelman
Online advertisers frequently fall victim to dishonest, tech-savvy publishers. Here's a sampling of common scams with some advice on how to outwit their perpetrators. View Details
Keywords: Misleading and Fraudulent Advertising; Online Advertising; Ethics; Marketing; Behavior
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  • 10 Dec 2013
  • Working Paper Summaries

Information and Incentives in Online Affiliate Marketing

Keywords: by Benjamin G. Edelman & Wesley Brandi; Publishing; Technology
  • 2010
  • Working Paper

Advertising Disclosures: Measuring Labeling Alternatives in Internet Search Engines

By: Benjamin Edelman and Duncan S. Gilchrist
In an online experiment, we measure users' interactions with search engines, both in standard configurations and in modified versions with clearer labels identifying search engine advertisements. In particular, for a random subset of users, we change "Sponsored links"... View Details
Keywords: Online Advertising; Interactive Communication; Corporate Disclosure; Labels; Marketing Strategy; Consumer Behavior; Internet; Search Technology
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  • 17 Jun 2013
  • News

Advertising Symbiosis: The Key to Viral Videos

  • 09 Feb 2012
  • Sharpening Your Skills

Sharpening Your Skills: Online Marketing

concerned with not just reviews but all the factors that create trust with their users. Do People Watch Online Video Ads? Creating Online Ads We Want to Watch The mere fact that an View Details
Keywords: Re: Multiple Faculty; Technology
  • March 2012
  • Article

Advertising Disclosures: Measuring Labeling Alternatives in Internet Search Engines

By: Benjamin Edelman and Duncan S. Gilchrist
In an online experiment, we measure users' interactions with search engines, both in standard configurations and in modified versions with clearer labels identifying search engine advertisements. In particular, for a random subset of users, we change "Sponsored links"... View Details
Keywords: Corporate Disclosure; Online Advertising; Measurement and Metrics; Internet; Search Technology; Education; Labels
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  • 25 Oct 2020
  • News

How Consumers Really Use Online Reviews

  • February 2011 (Revised February 2012)
  • Case

Online Marketing at Big Skinny

By: Benjamin Edelman and Scott Duke Kominers
Describes a wallet maker's application of seven Internet marketing technologies: display ads, algorithmic search, sponsored search, social media, interactive content, online distributors, and A/B testing. Provides concise introductions to the key features of each... View Details
Keywords: Advertising Campaigns; Digital Marketing; Resource Allocation; Marketing Strategy; Performance Evaluation; Internet and the Web; Retail Industry
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  • August 2020 (Revised October 2024)
  • Case

Digital Marketing at HBS Online

By: Sunil Gupta and Rajiv Lal
In July 2020, the management team of Harvard Business School Online (HBS Online) had to decide how to allocate its marketing budget for fiscal year 2021 between various digital channels and its portfolio of courses. Since its launch in 2014, HBS Online had grown to... View Details
Keywords: Marketing Strategy; Advertising; Digital Marketing; Marketing Channels; Brands and Branding; Business Education; Education Industry; United States; Boston
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  • 2009
  • Chapter

Securing Online Advertising: Rustlers and Sheriffs in the New Wild West

By: Benjamin Edelman

Read the news of recent computer security guffaws, and it's striking how many problems stem from online advertising. Advertising is the bedrock of web sites that are provided without charge to end users, so advertising is everywhere. But advertising security gaps... View Details

Keywords: Misleading and Fraudulent Advertising; Digital Marketing; Crime and Corruption; Ethics
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  • 2008
  • Working Paper

Securing Online Advertising: Rustlers and Sheriffs in the New Wild West

By: Benjamin Edelman

Read the news of recent computer security guffaws, and it's striking how many problems stem from online advertising. Advertising is the bedrock of web sites that are provided without charge to end users, so advertising is everywhere. But advertising security gaps... View Details

Keywords: Misleading and Fraudulent Advertising; Online Advertising; Crime and Corruption; Ethics
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  • Web

Online Creating Brand Value Course | HBS Online

course to a colleague who is interested in taking a deeper dive into brand valuation. Solya Martynyuk What You Earn Certificate of Completion Boost your resume with a Certificate of Completion from HBS Online Earn by: completing this... View Details
  • Web

Online Digital Marketing Strategy Course | HBS Online

Client Service & Inclusion Marketing Kate Laliberte, OOFOS Head of Ecommerce Complexities of the Funnel and Paid Media Show Hide Details Concepts The Challenges of Reaching and Acquiring Customers Online Search View Details
  • 01 Dec 2007
  • News

Faculty Research Online

HBS Working Knowledge is an online forum for innovation in business practice, offering a first look at new thinking from HBS faculty. Read the complete articles summarized below by visiting their Web links. Broadband: Remaking the View Details
Keywords: Arts, Entertainment; Finance; Broadcasting (except Internet); Information; Data Processing, Hosting, and Related Services; Information; Manufacturing
  • September 2014
  • Case

Google Inc. in 2014 (Abridged)

By: Benjamin Edelman and Thomas R. Eisenmann
Describes Google's history, business model, governance structure, corporate culture, and processes for managing innovation. Reviews Google's recent strategic initiatives and the threats they pose to Yahoo, Microsoft, and others. Asks what Google should do next. View Details
Keywords: Search Engines; Google; Online Advertising; Internet and the Web; Network Effects; Business Model; Competition; Advertising Industry; Advertising Industry
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