Using Internet Behavior to Deliver Relevant Television Commercials
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. âº We lab-test the use of Web browsing behavior to target TV commercials. âº Ad relevance, discovered from Web browsing, increases attention and ad exposure. âº But this method is accurate and effective only for low-involvement products. âº Lack of browsing does not mean low ad relevance for high-involvement products. âº Prior brand exposure also dampens the effect of ad relevance on TV commercials.