TV Ads and Search Spikes: Toward a Deeper Understanding
Kenneth C. Wilbur, University of California, San Diego
Mobile devices and media multi-tasking have become so common that Google search spikes can now be detected in response to "mundane" TV ads. The question is, does search reliably predict intent? Kenneth Wilbur will discuss research that calls into question this conventional wisdom. An analysis of data from two product categories to investigate what drives search spikes finds that: TV ads produce positive spillovers in competitors' branded search; contextual factors are brand-specific, rather than common across brands; and search spikes are smaller after price advertisements and more informative advertisements.
Related Conference:Feb 08 – 09, 2017
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