Television Advertising and Online Shopping

Liaukonytė, Jūra; Teixeira, Thales S.; Wilbur, Kenneth C.

doi:10.1287/mksc.2014.0899

Cited by 132 publications

(99 citation statements)

References 42 publications

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“…Du et al (2017) characterize how the effects of advertising on online searches depend on advertisement content, media-contextual factors, and brand. Both Liaukonyte et al (2015) and our paper complement these papers with evidence from high-frequency advertising and sales (as opposed to search or low-frequency sales) data.…”

Section: Introductionmentioning

confidence: 58%

Advertising as a Reminder: Evidence from the Dutch State Lottery

Klein

2018

SSRN Journal

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We use high frequency data on TV and radio advertising together with data on online sales for lottery tickets to measure the short run effects of advertising. We find them to be strong and to last for up to about 4 hours. They are the bigger the less time there is until the draw. We develop the argument that this finding is consistent with the idea that advertisements remind consumers to buy a ticket and that consumers value this. Then, we point out that in terms of timing the interests of the firm and the consumers are aligned: consumers wish to be reminded in a way that makes them most likely to consider buying a lottery ticket. We present direct evidence that this does not only affect the timing of purchases, but leads to market expansion. Then, we develop a tractable dynamic structural model of consumer behavior, estimate the parameters of this model and simulate the effects of a number of counterfactual dynamic advertising strategies. We find that relative to the actual schedule it would be valued by the consumers and profitable for the firm to spread advertising less over time and move it to the last days before the draw.

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Section: Introductionmentioning

confidence: 58%

Advertising as a Reminder: Evidence from the Dutch State Lottery

Klein

2018

SSRN Journal

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“…The clothing industry amounts for one of the most important selling segments in e-commerce worldwide 1 . Furthermore, the majority of online shopping happens spontaneous, often based on popular trends displayed on television (TV) [1], i.e., consumers actively search based on what their role models wear on TV.…”

Section: Introductionmentioning

confidence: 99%

“…Furthermore, the majority of online shopping happens spontaneous, often based on popular trends displayed on television (TV) [1], i.e., consumers actively search based on what their role models wear on TV. Currently, no automatic tool exists that is able to link the digital wardrobe of an actor to the same clothes visually displayed on a TV screen.…”

Section: Introductionmentioning

confidence: 99%

Spatio-Temporal Wardrobe Generation of Actors’ Clothing in Video Content

Vandecasteele

Vervaeke

Vandersmissen

et al. 2016

Human-Computer Interaction. Novel User Experiences

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“…See, e.g.,Dinner et al, 2014, Fossen and Schweidel 2017, Joo et al 2014, Lewis and Reiley 2013, Liaukonyte et al 2015, Du, Xu and Wilbur 2019, among others, for effects of TV ads on digital behaviors Lewis and Nguyen (2015). document spillovers from digital display advertising to search behaviors.…”

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confidence: 99%

Inefficiencies in Digital Advertising Markets

et al. 2019

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Digital advertising markets are growing and attracting increased scrutiny. This paper explores four market inefficiencies that remain poorly understood: ad effect measurement, frictions between and within advertising channel members, ad blocking and ad fraud. These topics are not unique to digital advertising, but each manifests in new ways in markets for digital ads. We identify relevant findings in the academic literature, recent developments in practice, and promising topics for future research. * Corresponding authors: zskatona@berkeley.edu , kcwilbur@ucsd.edu 1 Digital advertising markets have offered unprecedented innovations to marketers. Businesses can now advertise to finely targeted sets of individuals with customized commercial messages at specific locations and times in a variety of formats. Compared to traditional advertising, digital ads promise better targeting and relevance, personalized ad content, programmatic sales based on real-time auctions, and measurement of the co-occurrence of individual consumer ad exposures with a variety of online and offline response behaviors. These features have fundamentally altered marketers' spending: digital advertising revenues reached $108B in 2018, up 117% over 2014 (IAB 2019), with expectations to grow 19% and surpass cumulative traditional advertising revenues in 2019 (eMarketer 2019a). Digital advertising markets sell a wide variety of search and display advertising opportunities to marketers. Although digital advertising is 25 years old, market structures are still changing rapidly. For example, a census of marketing technology firms showed an increase from 150 in 2011 to 7,040 in 2019 (Brinker 2019). The IAB Tech Lab recently introduced a series of broad-based initiatives, including a new real-time bidding standard, and Google moved from second-price to first-price auctions for display ads. Publishers have introduced a variety of ad formats, with spending typically following consumer attention and media usage: after initial growth in desktop display and search, recent growth has been more concentrated in social networking, video, audio, and mobile ads.Yet there are indicators that unregulated markets for digital advertising have experienced problems. The E.U. has fined Google more than $9 billion in three antitrust cases and the U.S.Federal Trade Commission fined Facebook $5 billion after it broke a 2012 consent order (Case 19-cv-2184). Prominent politicians have criticized the industry and proposed structural reforms.

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Television Advertising and Online Shopping

Cited by 132 publications

References 42 publications

Advertising as a Reminder: Evidence from the Dutch State Lottery

Advertising as a Reminder: Evidence from the Dutch State Lottery

Spatio-Temporal Wardrobe Generation of Actors’ Clothing in Video Content

Inefficiencies in Digital Advertising Markets

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