Hour-by-Hour Sales Impact of Mobile Advertising

摘要: Mobile technology offers a unique opportunity to reach consumers at the time and place they are most receptive messages. Yet, marketers uncertain about which hour of day mobile advertising is effective. To answer this identify causal impact on sales, our study builds two large-scale randomized field experiments with 19,200 users. We that consumer purchase response varies an hour-to-hour basis throughout these hourly effects interact product type framing. The first experiment reveals ads for utilitarian products effective during morning hours, peaking between 10:00 am noon. In contrast, hedonic afternoon, 2:00 4:00 pm. Our second replicates finding single but different ad copy framing manipulations. Ads found decrease odds purchases devices by 80%, holding all else constant. Compared naive industry approaches, optimally framed copies can boost rates 71.8%. These findings not only support hour-by-hour effects, also make novel contribution demonstrating how as either or generates substantial differences in effectiveness. Field eliminate confounds heterogeneity endogenous biases when identifying subtle real-world purchases. Marketers should optimize hours day, framing, segments enhance effectiveness field.