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Activity Number: 88
Type: Invited
Date/Time: Sunday, July 31, 2016 : 6:00 PM to 8:00 PM
Sponsor: Section on Statistics in Marketing
Abstract #320006
Title: TV Advertising's Impact on Online Searches
Author(s): Yonathan Schwarzkopf* and Ying Liu and Makoto Uchida and Elissa Lee and Jim Koehler
Companies: Google and Google and Google and Google and Google
Keywords: TV Advertising ; Brand Lift ; Google ; Search Behavior ; BSTS ; CausalImpact

We study the impact of TV advertising on viewers' online search behaviors. In particular, we develop methodologies to estimate the incremental searches that can be causally attributed to TV ad spots, based on a Bayesian Structural Time Series (BSTS) model named CausalImpact. Simulation studies show that the TV induced incremental search volumes can be accurately estimated in most cases. We then demonstrate our methods with a case study, and present the insights that can be generated by such analyses.

Authors who are presenting talks have a * after their name.

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