caa a22 4500 606223312 CHVBK 20210128101137.0 cr unu---uuuuu 210128e20150601xx s 000 0 eng 10.1007/s11129-015-9155-0 doi (NATIONALLICENCE)springer-10.1007/s11129-015-9155-0 Display advertising's competitive spillovers to consumer search [Elektronische Daten] [Randall Lewis, Dan Nguyen] We find display advertising influences customer search for both the advertised brand and its competitors. We exploit a natural experiment that randomizes ad delivery on 500 million visits to the Yahoo! homepage and compare visitors' subsequent activities on Yahoo! Search. In three advertisers' campaigns, display ads increase searches for advertised brands by 30-45 % and for competitors' brands by up to 23 %. Strikingly, the total number of incremental searches for competitors is 2-8 times the increase for advertisers' brands. We discuss how these spillovers create strategic complementarities for search advertisers and reduce firms' investments in advertising. Springer Science+Business Media New York, 2015 Advertising nationallicence Natural experiment nationallicence Externality nationallicence Search nationallicence Competition nationallicence Complements nationallicence Strategic complements nationallicence Lewis Randall Google, 1600 Amphitheatre Pkwy, 94043, Mountain View, CA, USA aut Nguyen Dan University of Chicago Booth School of Business, 60637, Chicago, IL, USA aut Quantitative Marketing and Economics Springer US; http://www.springer-ny.com 13/2(2015-06-01), 93-115 1570-7156 13:2<93 2015 13 11129 https://doi.org/10.1007/s11129-015-9155-0 text/html Onlinezugriff via DOI BK010053 XK010053 XK010000 Metadata rights reserved Springer special CC-BY-NC licence nationallicence 1 research-article jats NATIONALLICENCE NATIONALLICENCE NL-springer NATIONALLICENCE 856 40 https://doi.org/10.1007/s11129-015-9155-0 text/html Onlinezugriff via DOI NATIONALLICENCE 700 1- Lewis Randall Google, 1600 Amphitheatre Pkwy, 94043, Mountain View, CA, USA aut NATIONALLICENCE 700 1- Nguyen Dan University of Chicago Booth School of Business, 60637, Chicago, IL, USA aut NATIONALLICENCE 773 0- Quantitative Marketing and Economics Springer US; http://www.springer-ny.com 13/2(2015-06-01), 93-115 1570-7156 13:2<93 2015 13 11129