【学术研讨】推动平台增长的因素：户外广告的影响

Driving the platform growth: the impact from out-of-home advertising

讲座信息 | INFOMATION

讲者：Prof. Sha YANG (University of Southern California)

时间：2024年10月30日（周三） 10时

地点:   同济大厦A座308教室

讲座摘要 | ABSTRACT

Despite its significance and widespread use, out-of-home (OOH) advertising remains largely under-researched. Leveraging a novel empirical setting where a leading freight on-demand platform in China implemented a policy encouraging drivers to apply car wraps with the platform's logo, we examine the impact of OOH advertising and gain a nuanced understanding of the mechanisms through which this impact occurs. Operating as a freight equivalent of Uber, the platform connects consumers with van and truck drivers for intra-city goods transportation and implements a car wrap encouragement policy in a city following a period without such regulation. Using cities where the car wrap policy was implemented between June 2020 and May 2021 as the treatment group, and those without the policy during the same period as the control group, we employ a Staggered Difference-in-Differences estimation to assess the treatment effect of increased OOH advertising for the platform. Our findings indicate that OOH advertising through car wraps significantly increases transactions or completed orders. This effect begins immediately and gradually intensifies, reaching its peak around the fifth month. We also find that, in the short term, the effect is more pronounced on the number of active drivers than on the volume of consumer order requests, leading to an oversupply that reduced driver satisfaction as a consequence of the policy. Further analysis reveals the composition of this impact. The effect of OOH advertising primarily stems from attracting new users by increasing both consumer and driver awareness of the platform, rather than enhancing usage among existing customers. These findings provide important insights into the effective application of OOH advertising strategies.

讲者介绍 | GUEST BIO

Sha Yang is the Ernest Hahn Professor of Marketing at the Marshall School of Business, University of Southern California. Her research focuses on modeling consumer purchasing behavior and market competition. Recently, she has been particularly interested in search engine advertising and social networks. Professor Yang is a leader in developing models that address complex interactions between consumers and firms, and she is a pioneer in introducing Bayesian methods for estimating these interactions. She has published more than 20 articles and serves on the editorial boards of the Journal of Marketing Research, Marketing Science, and Quantitative Marketing and Economics. Throughout her career, Professor Yang has collaborated with numerous companies, including Visa, Miller Brewing Company, HP, PepsiCo, CBS, TNS, McCann Erickson, Epinions.com, Taobao.com, and China Mobile.