Abstract

http://ssrn.com/abstract=1720713
 
 

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Effects of TV Advertising on Keyword Search in the AOL Dataset


Mingyu Joo


The Ohio State University, Fisher College of Business

Kenneth C. Wilbur


University of California, San Diego (UCSD) - Rady School of Management

Yi Zhu


University of Minnesota - Carlson School of Management

April 29, 2014


Abstract:     
This paper investigates the possibility that television advertising influences online search in the AOL search dataset. It proposes a novel keyword mining technique to classify keywords as brand related, category related (generic), or unrelated, distinguishing between category search and consumers’ tendency to search a branded keyword. A three-level conditional choice model is estimated to determine whether hourly changes in brands’ television advertising expenditures are related to deviations from baseline trends in search behaviors. The results indicate a statistically significant relationship between advertising and consumers’ tendency to search branded keywords (e.g. “Fidelity”) rather than generic category-related keywords (e.g. “stocks”) in the dataset. The effect is largest for relatively young brands during standard business hours with an elasticity, .07, comparable to extant measurements of advertising’s impact on sales. However, television advertising does not appear to be related to category search incidence or click-through rates.

Number of Pages in PDF File: 43

Keywords: Advertising, Search Engine Marketing, Television

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Date posted: December 7, 2010 ; Last revised: June 22, 2014

Suggested Citation

Joo, Mingyu and Wilbur, Kenneth C. and Zhu, Yi, Effects of TV Advertising on Keyword Search in the AOL Dataset (April 29, 2014). Available at SSRN: http://ssrn.com/abstract=1720713 or http://dx.doi.org/10.2139/ssrn.1720713

Contact Information

Mingyu Joo
The Ohio State University, Fisher College of Business ( email )
2100 Neil Ave.
Columbus, OH 43210-1144
United States
HOME PAGE: http://www.mingyujoo.com
Kenneth C. Wilbur (Contact Author)
University of California, San Diego (UCSD) - Rady School of Management ( email )
9500 Gilman Drive
Rady School of Management
La Jolla, CA 92093
United States
HOME PAGE: http://kennethcwilbur.com
Yi Zhu
University of Minnesota - Carlson School of Management ( email )
321 - 19th Ave. South, Suite 3-150
Minneapolis, MN 55455
United States
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