TY - GEN
T1 - Crowd-Out for Native Advertising
T2 - 24th Wuhan International Conference on E-Business, WHICEB 2025
AU - Chen, Guo
AU - Wu, Shaohui
AU - Zhang, Siyu
AU - Liu, Luning
N1 - Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.
PY - 2025
Y1 - 2025
N2 - Native advertising and display advertising are often combined as each serves a distinct business purpose. However, their influential relationship has not been thoroughly examined, which may blind platforms to making sound advertising portfolio decisions. This study explores the causal effect of display advertising on native advertising performance in mobile contexts, and the moderating roles of sellers’ (i.e., restaurants’) average rating and chain status. A field quasi-experiment on a large mobile e-commerce platform shows that following the introduction of display ads, the clicks, bids, and costs of native ads decreased significantly by 6.6%, 6%, and 11.9%, respectively, while the total advertising cost increased by 18.4%. These findings suggest a partial substitution effect between the two ad types. Furthermore, the negative impact of display ads on the effectiveness of native ads intensifies as the average ratings decline, and is most pronounced in regional chains. This study enriches previous literature by elucidating the influential relationship between mobile display and native advertising, and provides valuable insights for platform managers to develop effective marketing strategies.
AB - Native advertising and display advertising are often combined as each serves a distinct business purpose. However, their influential relationship has not been thoroughly examined, which may blind platforms to making sound advertising portfolio decisions. This study explores the causal effect of display advertising on native advertising performance in mobile contexts, and the moderating roles of sellers’ (i.e., restaurants’) average rating and chain status. A field quasi-experiment on a large mobile e-commerce platform shows that following the introduction of display ads, the clicks, bids, and costs of native ads decreased significantly by 6.6%, 6%, and 11.9%, respectively, while the total advertising cost increased by 18.4%. These findings suggest a partial substitution effect between the two ad types. Furthermore, the negative impact of display ads on the effectiveness of native ads intensifies as the average ratings decline, and is most pronounced in regional chains. This study enriches previous literature by elucidating the influential relationship between mobile display and native advertising, and provides valuable insights for platform managers to develop effective marketing strategies.
KW - Display Advertising
KW - Field Quasi-Experiment
KW - Influential Relationship
KW - Mobile E-commerce
KW - Native Advertising
UR - https://www.scopus.com/pages/publications/105008651484
U2 - 10.1007/978-3-031-94187-0_30
DO - 10.1007/978-3-031-94187-0_30
M3 - 会议稿件
AN - SCOPUS:105008651484
SN - 9783031941863
T3 - Lecture Notes in Business Information Processing
SP - 363
EP - 380
BT - E-Business. Generative Artificial Intelligence and Management Transformation - 24th Wuhan International Conference on E-business, WHICEB 2025, Proceedings
A2 - Tu, Yiliu Paul
A2 - Chi, Maomao
PB - Springer Science and Business Media Deutschland GmbH
Y2 - 6 June 2025 through 8 June 2025
ER -