Social TV, Advertising, and Sales: Are Social Shows Good for Advertisers?

Social TV: Linking TV Content to Buzz and Sales

“Social TV” is a term that broadly describes the online social interactions occurring between viewers while watching television. In this paper, we show that TV networks can derive value from social media content placed in shows because it leads to increased word of mouth via online posts, and it highly correlates with TV show related sales. In short, we show that TV event triggers change the on...

Social Advertising

In social advertising, ads are targeted based on underlying social networks and their content is tailored with information that pertains to the social relationship. This paper explores the effectiveness of social advertising using data from field tests of different ads on Facebook. We find evidence that social advertising is effective, and that this efficacy seems to stem mainly from the abilit...

Advertising On The Internet: Perspectives From Advertising Agencies And Advertisers

While a significant portion of companies have invested in Internet advertising and clearly digital media continues to grow in popularity, a noteworthy segment of corporations is still uncertain of Internet advertising efficiency. The purpose of this study is to gain insights into the perceptions of both advertisers and advertising agencies of the Internet as an advertising medium in order to re...

Enhancing Social TV through Social Media Mining

Who Are the Advertisers?

We seek to explain why TV advertising is dominated by a few product categories. We apply a model of the TV industry that encompasses both the product markets and the market for TV viewers to discuss who will advertise on TV. Under the assumption that viewers dislike advertising, entailing a contagion effect in advertising, we find that less profitable firms not only will advertise less than hig...