Online Effects of Offline Ads
Venue
AdKDD08 (in the ACM digital library), ACM (2008), pp. 10-17
Publication Year
2008
Authors
Diane Lambert, Daryl Pregibon
BibTeX
Abstract
We propose a methodology for assessing how ad campaigns in offline media such as
print, audio and TV affect online interest in the advertiser's brand. Online
interest can be measured by daily counts of the number of search queries that
contain brand related keywords, by the number of visitors to the advertiser's web
pages, by the number of pageviews at the advertiser's websites, or by the total
duration of visits to the advertiser's website. An increase in outcomes like these
in designated market areas (DMAs) where the offline ad appeared suggests heightened
interest in the advertised product, as long as there would have been no such
increase if the ad had not appeared. We propose a regression analysis to estimate
the incremental value of the ad campaign beyond the baseline interest that would
have been seen if the campaign had not been shown. A small print ad campaign
illustrates the method.
