IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-05626265.html

Quantifying the Benefits of Syncing Search Engine and Television Ads

Author

Listed:
  • Ivan Guitart

    (EM - EMLyon Business School)

  • Guillaume Hervet

    (EM - EMLyon Business School)

Abstract

"We assess the profitability of synchronizing search engine and television ads (i.e., real-time syncing). In collaboration with a company, we ran a field experiment that randomized the presence of brand text and shopping search ads across geographical regions during the execution of a television advertising campaign. The results show that the elasticity of website visits to television advertising is 10.2% higher when text ads are enabled (vs paused). This elasticity is 7.8% higher when both text and shopping ads are enabled (vs paused). Television ads significantly decrease the conversion rate but enabling shopping ads attenuates this decrease by 69.2%. Our results demonstrate that search ads moderate the effects of television advertising, which is a necessary condition for a real-time syncing strategy to increase revenues. A what-if analysis based on the results shows that using a real-time syncing strategy during a 100-GRP campaign increases profits between 1.0% and 4.9%."

Suggested Citation

  • Ivan Guitart & Guillaume Hervet, 2022. "Quantifying the Benefits of Syncing Search Engine and Television Ads," Post-Print hal-05626265, HAL.
    • Handle: RePEc:hal:journl:hal-05626265
    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
    for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    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-05626265. 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.