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Quantifying the Benefits of Syncing Search Engine and Television Ads
in EMAC 2022 Annual Conference, Budapest, Hungary, May 24, 2022 EMAC, European Marketing Academy 2022
"We assess the profitability of synchronizing search engine and television ads (i.e., real-time syncing). In collaboration with a company, we ran a field experiment that randomized the presence of brand text and shopping search ads across geographical regions during the execution of a television advertising campaign. The results show that the elasticity of website visits to television advertising is 10.2% higher when text ads are enabled (vs paused). This elasticity is 7.8% higher when both
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text and shopping ads are enabled (vs paused). Television ads significantly decrease the conversion rate but enabling shopping ads attenuates this decrease by 69.2%. Our results demonstrate that search ads moderate the effects of television advertising, which is a necessary condition for a real-time syncing strategy to increase revenues. A what-if analysis based on the results shows that using a real-time syncing strategy during a 100-GRP campaign increases profits between 1.0% and 4.9%."
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