Quantifying the Benefits of Syncing Search Engine and Television Ads
Details
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State: Public
Version: Author's accepted manuscript
License: Not specified
Serval ID
serval:BIB_33D83524FBB8
Type
Inproceedings: an article in a conference proceedings.
Collection
Publications
Institution
Title
Quantifying the Benefits of Syncing Search Engine and Television Ads
Title of the conference
Proceedings of the European Marketing Academy: EMAC 2022 Annual
Publication state
Published
Issued date
24/05/2022
Peer-reviewed
Oui
Language
english
Abstract
We assess the profitability of synchronizing search engine and television ads (i.e., real-time syncing). In
collaboration with a company, we ran a field experiment that randomized the presence of brand text and
shopping search ads across geographical regions during the execution of a television advertising campaign.
The results show that the elasticity of website visits to television advertising is 10.2% higher when text ads
are enabled (vs paused). This elasticity is 7.8% higher when both text and shopping ads are enabled (vs
paused). Television ads significantly decrease the conversion rate but enabling shopping ads attenuates this
decrease by 69.2%. Our results demonstrate that search ads moderate the effects of television advertising,
which is a necessary condition for a real-time syncing strategy to increase revenues. A what-if analysis based
on the results shows that using a real-time syncing strategy during a 100-GRP campaign increases profits
between 1.0% and 4.9%.
collaboration with a company, we ran a field experiment that randomized the presence of brand text and
shopping search ads across geographical regions during the execution of a television advertising campaign.
The results show that the elasticity of website visits to television advertising is 10.2% higher when text ads
are enabled (vs paused). This elasticity is 7.8% higher when both text and shopping ads are enabled (vs
paused). Television ads significantly decrease the conversion rate but enabling shopping ads attenuates this
decrease by 69.2%. Our results demonstrate that search ads moderate the effects of television advertising,
which is a necessary condition for a real-time syncing strategy to increase revenues. A what-if analysis based
on the results shows that using a real-time syncing strategy during a 100-GRP campaign increases profits
between 1.0% and 4.9%.
Keywords
search engine advertising, television advertising, real-time-syncing
Create date
18/06/2022 8:00
Last modification date
22/02/2023 6:51
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