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DTSTAMP:20250624T074205Z
DESCRIPTION:Sha Yang\n\nMarshall School of Business\n	University of Southern
  California\n\n“Driving” the Platform Growth: The Impact of Out-of-Home Ad
 vertising\n\nDate: Friday\, November 29\, 2024\n	Time: 10:30 am-12:00 pm ES
 T\n	Location: Bronfman building\, room 046\n\nAll are cordially invited to 
 attend.\n\n\nAbstract:\n\nDespite its significance and widespread use\, ou
 t-of-home (OOH) advertising remains relatively underexplored in academic r
 esearch. In this study\, we leverage a novel empirical setting involving a
  leading freight on-demand platform in China that introduced a policy enco
 uraging drivers to apply car wraps featuring the platform's logo. This pol
 icy allows us to examine the effects of OOH advertising and gain a nuanced
  understanding of the mechanisms driving these effects. Operating as a fre
 ight equivalent of Uber\, the platform connects consumers with van and tru
 ck drivers for intra-city goods transportation. It implements a car wrap e
 ncouragement policy following a period without such regulation. We use cit
 ies where the car wrap policy was implemented between June 2020 and May 20
 21 as the treatment group\, and those without the policy during the same p
 eriod as the control group. Employing a Staggered Difference-in-Difference
 s estimation\, we assess the impact of increased OOH advertising on platfo
 rm performance. Our findings reveal that OOH advertising via car wraps sig
 nificantly increased transactions or completed orders. This effect manifes
 ted immediately and intensified rapidly\, reaching peak growth momentum by
  the third month. However\, we also observe that the policy created a shor
 t-term imbalance between demand and supply\, with a more pronounced impact
  on number of order fulfillment requests than on number of consumer order 
 requests. This excess supply\, driven by increased OOH advertising\, enhan
 ced service quality but simultaneously led to a decline in driver satisfac
 tion. Further analysis shows that this effect primarily stemmed from attra
 cting new users by increasing both consumer and driver awareness of the pl
 atform\, rather than encouraging additional usage among existing customers
 . These insights contribute valuable understanding into the effective use 
 of OOH advertising strategies.\n
DTSTART:20241129T153000Z
DTEND:20241129T170000Z
LOCATION:Room 046\, Bronfman Building\, CA\, QC\, Montreal\, H3A 1G5\, 1001
  rue Sherbrooke Ouest
SUMMARY:51�Թ���Institute of Marketing (MIM) Seminar: Sha Yang 
URL:/desautels/channels/event/mcgill-institute-marketi
 ng-mim-seminar-sha-yang-361387
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