157. Nadia Abou Nabout. The Impact of Website Quality on Programmatic Advertising.
Nadia Abou Nabout
April 1, 2021
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Today we’re speaking with Dr. Nadia Abou Nabout. Nadia is a professor of interactive marketing and social media at WU Vienna and an expert on programmatic advertising and quality issues in display advertising.
There has been a lot written about programmatic advertising and brand safety, but not many column inches devoted to the impact of website quality. As a result, marketers have been making decisions based on gut instinct. Well, thanks to research on the topic, marketers’ decisions can lean a little less on their gut and a little more on the science of human behavior.
This episode focuses on that research, as discussed in a recently published article concerning programmatic advertising and website quality that Nadia co-authored with Dr. Edlira Shehu and Dr. Michel Clement.
Topics include:
Why defining a premium website is more challenging than you might think.
How non-premium websites impact premium and non- premium brand recall.
How brand and advertising liking is influenced by the quality of the websites on which they appear.
How clicks on ads decrease when those ads appear on non-premium websites – and the impact is intensified when the brand being advertised is a premium brand.
Why Google’s moves to eliminate 3rd party cookies and decision to not build alternative identifiers to track individuals means that website quality will become more important.
Which topics warrant more research.
Dr. Nadia Abou Nabout is a professor at WU Vienna and head of the Institute for Interactive Marketing & Social Media (IMSM) at WU. She is an expert on digital marketing & programmatic advertising and interested in topics such as brand safety, viewability, tracking & targeting, and advertising effectiveness. In her work, she aims to help companies make better marketing decisions and builds upon extensive industry collaborations. Nadia’s research has been published in leading international journals of the field. She was one of three finalists in the “Gary L. Lilien 2011-12 ISMS-MSI Practice Prize Competition” and is currently a member of the editorial board of International Journal of Research in Marketing.
Article Co-Authors:
Dr. Edlira Shehu (corresponding author) is Associate Professor of Marketing at the Copenhagen Business School. Edlira has a doctoral degree from the University of Hamburg, and two master degrees in economics and business administration, both with focus on quantitative research, from the Christian-Albrechts-University in Kiel. Edlira’s research focuses on topics of marketing analytics, digital marketing and non-profit marketing. Her research has been published in leading journals of the field. Before joining the academia, she worked in different management positions in the field of marketing analytics.
Dr. Michel Clement is Professor for Marketing and Media at the Institute for Marketing, Hamburg Business School, University of Hamburg, Germany. Professor Clement is Co-Editor of the Journal of Media Economics. He is also director of the Research Center for Media and Communication at the University of Hamburg. Professor Clement holds a doctoral degree in marketing from the Christian-Albrechts-University at Kiel and worked three years in various management positions for Bertelsmann in the media industry. His research focus is on media management, new technologies, customer relationship management, and blood donation management. Currently, he works on automated communication via Alexa & Co and the impact of new technologies in the movie. music and publishing industry on consumer behavior.
Research Article: here
Access to this article is courtesy of the International Journal of Research in Marketing, an international, double-blind peer-reviewed journal for marketing academics and practitioners. IJRM aims to contribute to the marketing discipline by providing high-quality, original research that advances marketing knowledge and techniques. As marketers increasingly draw on diverse and sophisticated methods, IJRM‘s target audience is comprised of marketing scholars, practitioners (e.g., marketing research and consulting professionals) and policymakers.
IJRM aims to be at the forefront of the marketing field with a particular emphasis on bringing timely ideas to market. The journal embraces innovative research with the potential to spur future research and influence practice. Hence, it welcomes contributions in various aspects of marketing. The editors, while accepting a wide array of scholarly contributions from different disciplinary approaches, especially encourage research that is novel, visionary or path breaking.Follow & Learn More:
Dr. Nadia Abou Nabout
Dr. Edlira Shehu (corresponding author)
Dr. Michel Clement
International Journal of Research in Marketing