TV Impact on Online Searches
نویسندگان
چکیده
We study the impact of TV advertising on viewers’ online search behaviors. In particular, we develop methods to estimate how many incremental searches can be causally attributed to TV ad spots, based on Bayesian Structural Time Series (BSTS) models. Simulation studies show that the TV-induced incremental search volumes can be accurately estimated in most cases. Our work provides a way of comparing incremental searches from TV v.s. web video ads. We demonstrate our methods with a case study, and present some insights from the analysis.
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