Using Internet Behavior to Deliver Relevant Television Commercials

Steven Bellman, Jamie Murphy, Shiree Treleaven-Hassard, James O'Farrell, Lili Qiu and Duane Varan

Journal of Interactive Marketing, 2013, vol. 27, issue 2, 130-140

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.

Keywords: Consumer search behavior; Advertising; Ad relevance; Product involvement; Behavioral targeting; Attention; Ad avoidance; Television; Internet; Experiment; Heart rate (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:27:y:2013:i:2:p:130-140

DOI: 10.1016/j.intmar.2012.12.001

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