Immediate Responses of Online Brand Search and Price Search to TV Ads

Rex Yuxing Du, Linli Xu, Kenneth C. Wilbur

Research output: Contribution to journalArticlepeer-review

Abstract

This study aims to deepen the understanding of evaluating TV ad spots by their immediate effects on important online activities. The authors merged minute-by-minute brand search and price search data with spot-level TV advertisement data for the three leading pickup truck brands in the United States over an 11-month period. They presented a generalizable modeling framework and used it to estimate the size and variation of immediate online responses to TV ads. The average elasticity of brand search to a brand’s own national ads is.09, and the average elasticity of price search to a brand’s own national ads is.03. Given ad audience size, immediate search responses vary with ad creative characteristics, audience category interest, slot of the break, program genre, and time factors. Overall, the results show that ordinary TV ads lead to a variety of immediate online responses and that advertisers can use these signals to enrich their media planning and campaign evaluations.

Original languageEnglish (US)
Pages (from-to)81-100
Number of pages20
JournalJournal of Marketing
Volume83
Issue number4
DOIs
StatePublished - Jul 1 2019

Bibliographical note

Funding Information:
The authors thank Bozhena Bidyuk, Karsten Hansen, Mark Hughes, Brad Shapiro and Anna Tuchman for helpful comments as well as seminar participants at the ARF Re!Think Conference, the MSI Harnessing Marketing Analytics for Business Impact conference, the Summer Institute in Competitive Strategy, the Theory + Practice in Marketing Conference, Berkeley, Cornell and Emory. They are indebted to Peter Daboll of Ace Metrix and Ray Pettit of comScore for providing the data that made this research possible. They also thank Autometrics for sharing the price search data used in this study. The author(s) received no financial support for the research, authorship, and/or publication of this article.

Publisher Copyright:
© American Marketing Association 2019.

Keywords

  • attribution
  • brand search
  • price search
  • programmatic
  • TV advertising

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