Journal article
Using internet behavior to deliver relevant television commercials
Journal of Interactive Marketing, Vol.27(2), pp.130-140
2013
Abstract
Consumer footprints left on the Internet help advertisers show consumers relevant Web ads, which increase awareness and click-throughs. This “proof of concept” experiment illustrates how Internet behavior can identify relevant television commercials that increase ad-effectiveness by raising attention and ad exposure. Product involvement and prior brand exposure, however, complicate effective Internet-targeting. Ad relevance matters more for low-involvement products, which have a short pre-purchase search process. For the same reason, using Web browsing behavior to make inferences about current ad relevance is more accurate for low-involvement products. Prior brand exposure reduces information-value, even for relevant commercials, and therefore dampens ad relevance's effect on attention and ad exposure.
Details
- Title
- Using internet behavior to deliver relevant television commercials
- Authors/Creators
- S. Bellman (Author/Creator)J. Murphy (Author/Creator)S. Treleaven-Hassard (Author/Creator)J. O'Farrell (Author/Creator)L. Qiu (Author/Creator)D. Varan (Author/Creator)
- Publication Details
- Journal of Interactive Marketing, Vol.27(2), pp.130-140
- Publisher
- Elsevier BV
- Identifiers
- 991005544740707891
- Copyright
- © 2012 Direct Marketing Educational Foundation
- Murdoch Affiliation
- Audience Research Labs
- Language
- English
- Resource Type
- Journal article
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51 Record Views
InCites Highlights
These are selected metrics from InCites Benchmarking & Analytics tool, related to this output
- Collaboration types
- Domestic collaboration
- Citation topics
- 6 Social Sciences
- 6.3 Management
- 6.3.65 Consumer Behavior
- Web Of Science research areas
- Business
- ESI research areas
- Economics & Business