Sen and Burtch

Information and Decision Sciences Assistant Professors Soumya Sen and Gordon Burtch have won a Digital Experience Research Award from Adobe. The award comes with a $50,000 grant to support their work and opportunities for direct collaboration with Adobe.

Sen and Burtch won the award with their proposal, “Designing Effective Ad-Video Delivery Strategies.” The goal of this research is to help brands design and deliver effective video advertisement campaigns in social and mobile channels to reach and engage with their audience.

Designing effective ad delivery strategies requires answering several questions of interest to digital marketers, such as how factors like ad frequency, context, and incentives impact audience engagement in terms of viewership or sharing of ad videos. Developing a systematic understanding of these aspects requires systems and methods to collect and empirically analyze data from large randomized experiments that offer differentially assigned combinations of these factors to consumers. To this end, Sen and Burtch are developing an experimental setup that will enable the conduct of a range of field and controlled laboratory experiments to obtain insights that advance knowledge in the area of digital marketing and online ad-video delivery.