How Data Mining Can Help Advertisers Hit Their Targets
Episode Description
New research from Wharton senior fellow Shawndra Hill looks at how “second screening” impacts consumer response to TV ads. More: http://knlg.net/2kz8i01 📂 Marketing 🏷️ Research
Brief Summary
Chandra Hill discusses her research on TV ads' impact on online search behavior and the importance of mobile synchronization for advertisers.
Key points
- Three-Minute Search Spike. After a TV ad, search behavior spikes for about three minutes, primarily on smartphones.
- Impact of TV Ads on Digital Behavior. Chandra Hill reveals how TV ads primarily drive search behavior on mobile devices.
- Demographic Insights on Ad Responses. Research shows that men respond more to ads during sporting events than women.
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Episode highlights
- Three-Minute Search SpikeAfter a TV ad, search behavior spikes for about three minutes, primarily on smartphones.“We found that the increase in searching on your phone lasts about three minutes.”4:00Mar 8, 2017
- Impact of TV Ads on Digital BehaviorChandra Hill reveals how TV ads primarily drive search behavior on mobile devices.“The response to TV ads is primarily on mobile phones.”5:50Mar 8, 2017
- Demographic Insights on Ad ResponsesResearch shows that men respond more to ads during sporting events than women.“When a TV ad is shown in a sporting event, men are much more likely to respond.”9:30Mar 8, 2017
Tension
45/ 100Some tension
