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Effects of TV Advertising on Keyword Search

46 Pages Posted: 7 Dec 2010 Last revised: 16 Dec 2014

Mingyu Joo

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

Date Written: December 15, 2014

Abstract

This paper investigates the possibility that television advertising influences online search using the AOL search dataset. It uses 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 TV 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 is not found to influence category search incidence and has limited effects on click-through rates.

Keywords: Advertising, Search Engine Marketing, Television

Suggested Citation

Joo, Mingyu and Wilbur, Kenneth C. and Zhu, Yi, Effects of TV Advertising on Keyword Search (December 15, 2014). Available at SSRN: https://ssrn.com/abstract=1720713 or http://dx.doi.org/10.2139/ssrn.1720713

Mingyu Joo

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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