Using Internet Behavior to Deliver Relevant Television Commercials

摘要: 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 behavior can identify television commercials that ad-effectiveness by raising attention ad exposure. Product involvement prior brand exposure, however, complicate effective Internet-targeting. Ad relevance matters more for low-involvement products, have a short pre-purchase search process. For same reason, using browsing to make inferences about current is accurate products. Prior exposure reduces information-value, even commercials, therefore dampens relevance's effect