Garrett A. Johnson, Randall A. Lewis, and Elmar I. Nubbemeyer have been selected to receive the 2022 Weitz-Winer O’Dell Award for their article “Ghost Ads: Improving the Economics of Measuring Online Ad Effectiveness,” which appeared in the December 2017 issue (Vol. 54, No. 6) of Journal of Marketing Research (JMR).
The Weitz-Winer-O’Dell Award honors the JMR article published five years earlier that has made the most significant, long-term contribution to marketing theory, methodology, and/or practice. The award committee this year included Vikas Mittal (Rice University), Mary Frances Luce (Duke University), and Robert Meyer (University of Pennsylvania).
The committee provided the following statement about their choice for this award:
The committee was pleased with the strong set of finalist papers. The winning paper, “Ghost Ads: Improving the Economics of Measuring Online Ad Effectiveness,” brought attention to a long-standing, real-world problem and provided a methodologically sophisticated yet managerially practical solution to it. The ghost-ads methodology works with modern online ad platforms to reduce the cost of experimentation and improve measurement precision. It has been used by several advertisers, including Duracell, Nissan, and Samsung. Today, several advertising platforms offer ghost ad methodologies to measure ad effectiveness.
Three other excellent papers were named finalists for the 2022 Weitz-Winer-O’Dell Award. Congratulations to the authors of all four of these papers:
- Can Offline Stores Drive Online Sales? | Kitty Wang, Avi Goldfarb | https://journals.sagepub.com/doi/full/10.1509/jmr.14.0518
- The Influence of the Structure of Interdependence on the Response to Inequity in Buyer–Supplier Relationships| David A. Griffith, Jessica J. Hoppner, Hannah S. Lee, Tobias Schoenherr | https://journals.sagepub.com/doi/full/10.1509/jmr.13.0319
- The Rise of the Sharing Economy: Estimating the Impact of Airbnb on the Hotel Industry| Georgios Zervas, Davide Proserpio, John W. Byers | https://journals.sagepub.com/doi/full/10.1509/jmr.15.0204
About the Journal of Marketing Research
Journal of Marketing Research (JMR) is a bimonthly, peer-reviewed journal that strives to publish the best manuscripts available that address research in marketing and marketing research practice. JMR is a scholarly and professional journal. It does not attempt to serve the generalist in marketing management, but it does strive to appeal to the professional in marketing research. JMR is included in the Financial Times Top 50 2016 Research Rank and the UT Dallas Journal List.
About the American Marketing Association
As the largest chapter-based marketing association in the world, the American Marketing Association (AMA) is trusted by marketing and sales professionals to help them discover what’s coming next in the industry. The AMA has a community of local chapters in more than 70 cities and 350 college campuses throughout North America, as well as an academic membership that spans the globe. The AMA is home to award-winning content, PCM® professional certification, premier academic journals, and industry-leading training events and conferences.