Multi-platform Targeting along the Consumer Funnel: Targeted Advertising Patterns for Consumer Conversions – MSI

Working Paper

Multi-platform Targeting along the Consumer Funnel: Targeted Advertising Patterns for Consumer Conversions

Ran Zhang

Texas Tech University

Daniel Zantedeschi

University of South Florida

Shivendu Shivendu

University of South Florida

Oct 25, 2023

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Analyzes data from a global travel and tourism firm to determine the relative effectiveness of targeted advertising on social media and traditional platforms at different stages of the decision journey.

Topics

advertising Consumer Behavior & Insights Omnichannels & Customer Journey Social Media & Social Influencers

research recap

How Targeted Ads Help Travelers on the Decision Journey

Targeting on social media is particularly effective for consumers at early stages of their buying journey, while retargeting is more successful for consumers closer to making a purchase. While targeted advertising facilitates different stages of the consumer journey, cross-platform targeting does not motivate consumers unfamiliar with the product or brand.

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