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Using Internet Behavior to Deliver Relevant Television Commercials

Author

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

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.

Suggested Citation

  • Bellman, Steven & Murphy, Jamie & Treleaven-Hassard, Shiree & O'Farrell, James & Qiu, Lili & Varan, Duane, 2013. "Using Internet Behavior to Deliver Relevant Television Commercials," Journal of Interactive Marketing, Elsevier, vol. 27(2), pages 130-140.
    • Handle: RePEc:eee:joinma:v:27:y:2013:i:2:p:130-140
    DOI: 10.1016/j.intmar.2012.12.001
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    2. Campo, Katia & Breugelmans, Els, 2015. "Buying Groceries in Brick and Click Stores: Category Allocation Decisions and the Moderating Effect of Online Buying Experience," Journal of Interactive Marketing, Elsevier, vol. 31(C), pages 63-78.

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