Personalization in Social Retargeting – A Field Experiment

This study compares the effectiveness of product- and category-specific advertising personalization in Social Retargeting. Social Retargeting combines the features of social advertising, targeting consumers based on social connections, and retargeting, using consumers’ browsing behavior to personalize ad content. We conducted a large-scale randomized field experiment in collaboration with a major e-retailer. Contradicting prior empirical findings, our results indicate that product-specific ads outperform less personalized category-specific ads. While theory suggests a positive effect, we find that social targeting decreases the performance of personalized ads. Surprisingly, socially targeted consumers are not more responsive to product-specific ads. We show that our results remain robust and are driven by ad personalization when controlling for temporal targeting and how deep consumers browse the e-retailer’s website. Our study contributes to the IS and marketing literature related to personalization in digital advertising and provides valuable suggestions for firms’ personalization strategies

Personalization in social retargeting - A field experiment

This study compares the effectiveness of product- and category-specific advertising personalization in Social Retargeting. Social Retargeting combines the features of social advertising, targeting consumers based on social connections, and retargeting, using consumers' browsing behavior to personalize ad content. We conducted a large-scale randomized field experiment in collaboration with a major e-retailer. Contradicting prior empirical findings, our results indicate that product-specific ads outperform less personalized category-specific ads. While theory suggests a positive effect, we find that social targeting decreases the performance of personalized ads. Surprisingly, socially targeted consumers are not more responsive to product-specific ads. We show that our results remain robust and are driven by ad personalization when controlling for temporal targeting and how deep consumers browse the e-retailer's website. Our study contributes to the IS and marketing literature related to personalization in digital advertising and provides valuable suggestions for firms' personalization strategies

Don’t Take It Personally: The Effect of Explicit Targeting in Advertising Personalization

Firms increasingly use consumers’ information to personalize their communication. Personalized advertisements, targeted based on users’ past behavior, offer users relevant product information that fits their preferences. In this study, we investigate the implications of explicit targeting, making the underlying targeting mechanism explicit to consumers, and ad message framing, in terms of utilitarian or hedonic product benefits. In a large-scale field experiment in which we run a campaign for a mobile application, we show that explicit targeting reduces advertising effectiveness pointing towards increased consumer privacy concerns. While utilitarian ad messages reinforce the negative effect of explicit targeting, the use of hedonic ad messages alleviates such a negative effect. Our study contributes to IS literature on advertising personalization and the personalization privacy paradox. We provide practical insights for firms that can be used in the design and implementation of personalized advertising campaigns

Social Influence and Visual Attention in the Personalization Privacy Paradox for Social Advertising: An Eye Tracking Study

The personalization privacy paradox suggests that the personalization of advertising increases ad relevance but simultaneously triggers privacy concerns as firms make use of consumers\u27 information. We combine a lab experiment with eye tracking and survey methodology to investigate the role of informational social influence and visual attention in the personalization privacy paradox for social advertising. While previous research pointed towards social influence increasing consumers’ trust in advertisers, we find that social influence does not help to reduce consumer privacy concerns originating in personalization. Next, our findings contradict the presence of a negativity bias directing consumers\u27 attention to negatively perceived stimuli. We show that privacy concerns decrease consumers\u27 attention towards personalized ads, subsequently leading to a decrease in ad clicks. This finding supports a positive role of visual attention for advertising performance. We show that privacy concerns, triggered by personalization, negatively influence ad performance through a decrease in attention towards ads. Our analysis indicates that consumers need to process ad information sufficiently, i.e. dedicate a sufficient amount of attention to the ad, to actually experience privacy concerns

Facteurs de réussite des événements de démonstration dans le domaine agricole

Lorsqu’il s’agit d’introduire de nouvelles idées et techniques dans la pratique agricole, l’échange entre collègues joue un rôle capital, en complément des structures institutionnelles de formation de base et continue. D’où l’engouement de longue date pour les démonstrations agricoles en Suisse. Jusqu’à présent, peu d’études ont été menées pour déterminer les facteurs qui influencent l’impact de ces événements sur les participant(e)s. Le projet européen PLAID (Peer-to-peer Learning: Accessing Innovation through Demonstration) étudie ces événements dans l’ensemble de l’UE. Les principaux facteurs de réussite des démonstrations ont été identifiés à l’aide de deux exemples de ce type en Suisse, en s’appuyant sur des observations, enquêtes et entretiens avec les organisateurs/trices et les participant(e)s. Les facteurs de réussite identifiés sont les suivants: 1. Programme clair, objectifs précis, publicité adaptée au groupe cible 2. Conditions de participation optimales à différents niveaux 3. Pertinence des contenus et transférabilité des acquis de l’agriculteur dans sa propre exploitation 4. Interactions entre les participant(e)s 5. Ancrage du thème à long terme La transposition de ces principes dans la réalité permettra de mieux tirer parti du potentiel colossal des événements de démonstration à l’avenir

Untersuchung der prozessbestimmenden Strahl-Stoff-Wechselwirkungen beim Laserstrahlschweißen von Kunststoffen

The purpose of this study is an optimization of the contour Lasar polymer welding process in terms of improved gap bridging capability, Based on the investigation of the Laser beam / matter interaction a FE-based process simulation model is established, which allows the investigation of alternative radiation strategies. It can be demonstrated that an improved gap bridging capability is possible by using a line-shaped focal geometry.Im Rahmen der Arbeit wird das Laserstrahlschweißen von Kunststoffen im Konturverfahren hinsichtlich verbesserter Spaltüberbrückbarkeit optimiert. Aufbauend auf Untersuchungen zur Strahl-Stoff-Wechselwirkung wird ein FE-Simulationsmodell aufgebaut, mit dem alternative Bestrahlungsstrategien untersucht werden. Es wird gezeigt, dass der Einsatz einer linienförmigen Fokusgeometrie eine verbesserte Spaltüberbrückbarkeit ermöglicht

Landwirtschaftliche Demonstrationsanlässe: Worauf es ankommt

Neben institutionalisierten Aus- und Weiterbildungen spielt der Austausch zwischen Berufskolleginnen und -kollegen eine wichtige Rolle, wenn es darum geht, neue Ideen und Techniken in der landwirtschaftlichen Praxis einzuführen. Entsprechend haben Demoveranstaltungen in der Schweiz eine lange Tradition. Bisher gibt es kaum Untersuchungen darüber, welche Faktoren die Wirkungen bei den Teilnehmenden von landwirtschaftlichen Demonstrationsanlässen beeinflussen. Im Rahmen des EU-Projektes PLAID wurden solche Anlässe in ganz Europa untersucht. Am Beispiel von zwei Schweizer Demoanlässen wurden mittels teilnehmender Beobachtung, Umfragen und Interviews mit Organisatoren und Teilnehmenden sowie aufgrund der Inputs einer Begleitgruppe die wichtigsten Erfolgsfaktoren für Demoanlässe identifiziert: 1. Klares Programm, klare Veranstaltungsziele, zielgruppengerechte Werbung; 2. Optimaler Zugang für die Teilnehmenden auf verschiedenen Ebenen; 3. Relevante Inhalte und Übertragbarkeit auf den eigenen Betrieb; 4. Interaktion zwischen den Teilnehmenden; 5. Längerfristige Verankerung des Themas über den Anlass hinaus. Die konsequente Umsetzung dieser Aspekte kann dazu beitragen, das grosse Potenzial von Demoanlässen künftig noch besser zu nutzen

Learning processes initiated by agricultural demonstration activites in Switzerland

Content - Results from Swiss Case Studies - Research Question - Methods - Success Factor 1: Clear objectives and programme as well as target group-specific advertisement - Success Factor 2: Optimal acces for participants at different levels - Success Factor 3: Relevant contents and appliacability on the individual farms - Success Factor 4: Interaction between the participants - Success Factor 5: Long-term anchoring - Conclusion

The Implications of Advertising Personalization for Firms, Consumers, and Ad Platforms

The personalization of advertising offers firms tremendous potential. If done right, firms can address consumers with more relevant ads, leading to more positive consumer responses. Nevertheless, firms are struggling with how to design personalization strategies and face the challenge to correctly assess advertising effectiveness. With this research, we advance the understanding of advertising personalization and its implications for firms, consumers, and ad platforms. With the help of a large-scale field experiment, we present evidence for how firms should design their personalization strategies. We find that high levels of personalization specificity pay off for firms. At the same time, socially targeting personalized ads, where names of consumers' friends are included in the ad text, leads to less positive consumer responses. To advance the understanding of privacy concerns in advertising personalization, we conduct a lab experiment using eye tracking technology. Our findings reveal that firms cannot use intrusive ads that cause privacy concerns to attract consumers' attention. Such a strategy is harmful as it decreases consumers' overall attention towards ads, eventually leading to less positive consumer responses. An examination of contracts between firms and ad platforms exposes that these contracts might not be in the economic interest of firms. We conduct a large field experiment and our analysis reveals that currently implemented contracts between ad platforms and firms lead to an incentive misalignment that is harmful for firms. While ads generally increase consumers' likelihood to purchase, firms pay more for ads that are not providing higher value to them