Advertising · Field experiment linking randomized/variation in television ad exposure to online shopping behavior, with purchase-funnel analysis.
Television Advertising and Online Shopping
Marketing Science · 2015
Summary
Television advertising changes online shopping activity, with effects varying by ad characteristics and shopping stage.
For your marketing
Possible founder application
Use to shape a locally controlled channel or message test; account for audience, timing and attribution limits before reallocating budget.
Reported result
What the study found
Television advertising changes online shopping activity, with effects varying by ad characteristics and shopping stage.
Research question
What the authors investigated
How does television advertising affect online shopping and which funnel outcomes respond?
Design
Field experiment linking randomized/variation in television ad exposure to online shopping behavior, with purchase-funnel analysis.
Sample and setting
Online shopping sessions and television advertising for a retail advertiser.
Scope and transfer
Limitations to keep in view
The setting is a particular advertiser/media campaign and observational components may constrain causal interpretation for some outcomes.
Research sources
Publisher DOI page lists the empirical paper; title and article abstract describe television advertising and online-shopping outcomes. Direct publisher-page retrieval was recorded on 2026-10-09; this profile uses the publisher abstract/metadata and does not claim independent review of unavailable full text.