Using Internet Behavior to Deliver Relevant Television Commercials
| Autor: | James O'Farrell, Lili Qiu, Steven Bellman, Duane Varan, Shiree Treleaven-Hassard, Jamie Murphy |
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| Přispěvatelé: | Bellman, Steven, Murphy, Jamie, Treleaven-Hassard, Shiree, O'Farrell, James, Qui, Lili, Varan, Duane |
| Rok vydání: | 2013 |
| Předmět: |
Marketing
experiment business.industry Product involvement Advertising television product involvement attention behavioral targeting Proof of concept heart rate ad relevance Behavioral targeting The Internet Relevance (information retrieval) Web navigation consumer search behavior internet Business and International Management business Psychology advertising ad avoidance |
| Zdroj: | Journal of Interactive Marketing. 27:130-140 |
| ISSN: | 1094-9968 |
| DOI: | 10.1016/j.intmar.2012.12.001 |
| Popis: | 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. Refereed/Peer-reviewed |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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