Effects of TV Advertising on Keyword Search

Mingyu Joo, Kenneth C. Wilbur, Yi Zhu
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引用次数: 61

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.
电视广告对关键词搜索的影响
本文利用AOL搜索数据集研究了电视广告影响在线搜索的可能性。它使用一种新颖的关键字挖掘技术,将关键字分类为品牌相关、类别相关(通用)或不相关,区分类别搜索和消费者搜索品牌关键字的倾向。一个三个层次的条件选择模型估计,以确定是否每小时的变化,品牌的电视广告支出与偏离基线趋势的搜索行为有关。结果表明,在数据集中,电视广告与消费者倾向于搜索品牌关键词(如“Fidelity”)而不是与一般类别相关的关键词(如“股票”)之间存在统计学上显著的关系。在标准营业时间内,相对年轻的品牌受到的影响最大,弹性为0.07,与现有的广告对销售影响的衡量标准相当。然而,电视广告没有发现影响类别搜索的发生率,对点击率的影响有限。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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