Using Internet Behavior to Deliver Relevant Television Commercials

INTMAR-00124; No. of pages: 11; 4C:

Available online at www.sciencedirect.com

Journal of Interactive Marketing xx (2013) xxx – xxx www.elsevier.com/locate/intmar Using Internet Behavior to Deliver Relevant Television Commercials
Steven Bellman a,⁎& Jamie Murphy b, d & Shiree Treleaven-Hassard a & James O 'Farrell c &
Lili Qiu c & Duane Varan a a Audience Research Labs, Murdoch University, 90 South Street, Murdoch, WA 6150, Australia
Australian School of Management, Level 1, 641 Wellington Street, Perth, WA 6000, Australia
Business School, University of Western Australia, 35 Stirling Highway, Crawley, WA 6009, Australia d Curtin Graduate School of Business, 78 Murray Street, Perth, WA 6000, Australia b c

Abstract
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 Internet behavior can identify relevant television commercials that increase ad-effectiveness by raising attention and ad exposure. Product involvement and prior brand exposure, however, complicate effective Internet-targeting. Ad relevance matters more for low-involvement products, which have a short pre-purchase search process. For the same reason, using Web browsing behavior to make inferences about current ad relevance is more accurate for low-involvement products. Prior brand exposure reduces information-value, even for relevant commercials, and therefore dampens ad relevance 's effect on attention and ad exposure.
© 2013 Direct Marketing Educational Foundation, Inc. Published by Elsevier Inc. All rights reserved.
Keywords: Consumer search behavior; Advertising; Ad relevance; Product involvement; Behavioral targeting; Attention; Ad avoidance; Television; Internet;
Experiment; Heart rate

Introduction
Television, declining in value for advertisers in recent years, is shrinking as a mass medium due to the proliferation of networks

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