Business, Management and Accounting
3 years ago

TV ads can boost online search effectiveness for brands and competitors!

SSRN Electronic Journal
Moment Marketing: Measuring Dynamics in Cross-Channel Ad Effectiveness
Jia Liu, Shawndra Hill

Paper Summary

Moment marketing synchronizes online ads with TV ads in real time. TV ads can impact search ads effectiveness. TV ads change online search traffic quality after airing. This can optimize search ads for TV-advertised brands and competitors.

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