Does Television Advertising Influence Online Search?

Google Tech Talk
February 3, 2011

Presented by Ken Wilbur, Assistant Professor of Marketing, Duke University, Fuqua School of Business

ABSTRACT

Traditional advertising influences consumer information search, and consumers increasingly use television and internet simultaneously. This paper finds a significant association between television advertising for financial services brands and consumers' tendency to choose branded keywords (e.g. "Fidelity") rather than generic category-related keywords (e.g. "stocks"). This effect is largest for young brands during standard business hours with an elasticity (.07) comparable to extant measurements of advertising's impact on sales. However, television advertising is not correlated with category search incidence. These findings show that practitioners should account for cross-media synergies when planning, executing, and evaluating both television and search advertising campaigns. The results also show why and how the search advertising literature should enrich its modeling of competition among advertisers.

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Category:

Science & Technology

Tags:

• google tech talk
• advertising
• television
• online search

[MrMlmrockstar]

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[angelwhite]

@paucarre What are you talking about? Did you even watch the presentation?

[paucarre]

@MarkoKraguljac 'Legal' doesn't mean 'moral' nor 'ethical'. There are laws that allow to rape woman and kill homosexuals.

Google do have enough advertisers, they just show scam because they earn more money by doing that. Anyway, you can't justify this behaviour based on that 'they have no other way to get money'. This is like saying 'I steal money to people because I have no job'

[MarkoKraguljac]

@paucarre These ads are absolutely legal (as much as Bernie Madoff was before being arrested). Its a sort of ponzi scheme inherent to capitalism. For example: "Domestic" Forex broker is advertising his services with obvious intent to scalp gullible and uninformed people who dont understand English. Its subtle and routinely tolerated in more developed countries. I understand your point but what to do if there are no other advertisers?

[paucarre]

@MarkoKraguljac If Google knows that they are distributing scam advertisements they should stop doing that. The fact that in a city there are lots of criminals doesn't justify a crime.

Furthermore, this scam advertisement distribution can be toxic for their business because this sends a clear message to users: 'ignore web advertisements, they are scam'

[MarkoKraguljac]

@paucarre Google is not really to blame (only to some extent). For example, I live in Serbia (SE Europe) and ~50% of flash/image adverts on YT are 100% snake oil advertising. Simply said, local market is weak and completely useless and manipulative adverts get on surface. Alternative is to block YT for whole country because its market is weak? I wouldnt like that. So I installed ad block (allowing text ads).

[paucarre]

What Google should try to do is avoid making scam advertising. I'm a Spaniard user and about 10% of Google Advertising systems are clear scam. Google should apply the 'don't be evil' in practice...

[oldhacks]

we fucking hate you.

[MarkoKraguljac]

Science of manipulating and milking peasants.

[austpom333]

Tv influence online - Ha Ha Ha