IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-02312174.html
   My bibliography  Save this paper

The impact of contextual television ads on online conversions : An application in the insurance industry

Author

Listed:
  • Ivan Guitart

    (EM - EMLyon Business School)

  • Guillaume Hervet

Abstract

The use of contextual advertising, defined as the delivery of ads in related editorial contents, is expected to grow in the television industry due to the development of new technologies. However, the impact of this practice on behavioral consumer responses remains elusive. Using data from an online price comparison company, we study the short- and long-term effects of contextual television advertising on consumers' online conversions. We find that contextual ads have a higher immediate effect than non-contextual ads on consumers' responses for the product that is related to the context. However, both effects are similar in the long term. Additionally, our results suggest that the total impact of contextual advertising can be smaller than the net impact of neutral advertising due to a "spillover inhibition effect": Compared with ads placed in neutral contexts, contextual ads generate fewer online conversions for products that are unrelated to the context. Our findings stress the importance of assessing the long-term impact of contextual advertising on the product portfolio, rather than just on the context-related product. Failing to do so could lead to advertising allocation decisions with lower returns on investment.

Suggested Citation

  • Ivan Guitart & Guillaume Hervet, 2017. "The impact of contextual television ads on online conversions : An application in the insurance industry," Post-Print hal-02312174, HAL.
    • Handle: RePEc:hal:journl:hal-02312174
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Bitty Balducci & Detelina Marinova, 2018. "Unstructured data in marketing," Journal of the Academy of Marketing Science, Springer, vol. 46(4), pages 557-590, July.
    2. Shankar, Venkatesh & Kushwaha, Tarun, 2021. "Omnichannel marketing: Are cross-channel effects symmetric?," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 290-310.
    3. Lesscher, Lisan & Lobschat, Lara & Verhoef, Peter C., 2021. "Do offline and online go hand in hand? Cross-channel and synergy effects of direct mailing and display advertising," International Journal of Research in Marketing, Elsevier, vol. 38(3), pages 678-697.
    4. Ivan A. Guitart & Guillaume Hervet & Sarah Gelper, 2020. "Competitive advertising strategies for programmatic television," Journal of the Academy of Marketing Science, Springer, vol. 48(4), pages 753-775, July.
    5. Hervet, Guillaume & Guitart, Ivan A., 2022. "Increasing the effectiveness of display social media ads for startups: The role of different claims and executional characteristics," Journal of Business Research, Elsevier, vol. 153(C), pages 467-478.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-02312174. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.