以特色车体广告"驱动"平台增长：户外广告的影响效应

标题:	以特色车体广告"驱动"平台增长：户外广告的影响效应
日期和时间:	2025年6月6日（周五） 10:30-12:00
地点	综合教学楼D504会议室
主讲人:	杨沙教授南加州大学
摘要:	Despite its significance and widespread use, out-of-home (OOH) advertising remains relatively underexplored in academic research. In this study, we leverage a novel empirical setting in which a leading on-demand freight delivery platform in China implemented a policy encouraging drivers to apply vehicle wraps featuring the platform's logo. This policy allows us to examine the effects of OOH advertising in a platform-based service market and gain a nuanced understanding of the mechanisms driving these effects. Operating as a freight equivalent of Uber, the platform connects consumers with van and truck drivers for intra-city goods transportation. It implements a vehicle wrap encouragement policy in a city following a period without such regulation. To assess the impact of this intervention, we use cities where the vehicle wrap policy was implemented between June 2020 and May 2021 as the treatment group, and those without the policy during the same period as the control group. Employing a Staggered Difference-in-Differences estimation, we assess the impact of increased OOH advertising on platform performance and participant behaviors. The findings reveal two key insights. First, the vehicle wrap advertising significantly increased the volume of transactions, as measured by completed orders. This effect materialized immediately and exhibited a rapid intensification, reaching its peak momentum of growth by the third month. Further analysis indicates that vehicle wraps primarily functioned as visibility tools by effectively expanding brand awareness among non-users (i.e. an extensive margin effect) and had a limited impact on deepening engagement among existing platform participants (i.e., an intensive margin effect). Second, we identify an unintended adverse consequence of the vehicle wrap advertising policy: an increase in driver turnover probability. This effect likely stems from an imbalance between supply and demand, as the policy disproportionately attracted more driver fulfillment requests than consumer order requests. Consequently, the resulting excess supply intensified competition among drivers, which, in turn, was positively associated with driver attrition. These findings contribute to a broader understanding of OOH advertising effectiveness, particularly in platform-based service markets. The study underscores both the potential benefits and unintended consequences of such interventions, offering valuable insights for firms considering similar advertising strategies.
主讲人简介:	杨沙教授现任南加州大学马歇尔商学院市场营销学Ernest Hahn讲席教授。她的研究主要聚焦于偏好、行为与决策中的相互依赖关系及溢出效应，深入探讨家庭成员、邻里、朋友及其他消费者所产生的社会影响。此外，她在广告、定价和平台增长等竞争情境中也开展了系列研究。近期其学术兴趣集中于因果推断及媒体娱乐产业相关议题。杨沙教授的研究成果广泛发表于顶级学术期刊，自2017年起担任《Journal of Marketing》副主编，并于2017-2024年期间兼任《Marketing Science》副主编。她曾获美国市场营销科学研究院青年学者奖等荣誉，并获得多家机构的研究资助。2020至2023年间，她出任马歇尔商学院副院长及分管师资与学术事务的高级副院长。现任INFORMS营销科学学会副主席。