Paid media and measurement · Field experiment linking randomized/variation in television ad exposure to online shopping behavior, with purchase-funnel analysis.
Television Advertising and Online Shopping
Jana Liaukonyte, Theodore Teixeira, Kenneth C. Wilbur (2015). Television Advertising and Online Shopping. Marketing Science. https://doi.org/10.1287/mksc.2014.0899.
Plain-English take
Television advertising changes online shopping activity, with effects varying by ad characteristics and shopping stage. For your marketing: Use to shape a locally controlled channel or message test; account for audience, timing and attribution limits before reallocating budget.
How much weight to give this
4/5 Strong design for its specific question
The 1–5 evidence-check score is a practical reading aid, not a formal peer review or a probability that a conclusion is true. It combines design strength (2 points), sample reporting (1), comparison/control clarity (1), and how much of the paper could be checked (1). Access affects how confidently this directory can assess a study, not the study's underlying quality. Blinding is reported separately because it is not relevant to every design.
Field experiment linking randomized/variation in television ad exposure to online shopping behavior, with purchase-funnel analysis.
Online shopping sessions and television advertising for a retail advertiser.
Judged from the publisher-described design and comparison; inspect the paper for complete analysis.
Publisher page and abstract were retrieved directly; full text was not assumed open.
Double-blind? Blinding was not established from the retrieved publisher record.
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.
Reported result
What the study found
Television advertising changes online shopping activity, with effects varying by ad characteristics and shopping stage.
This is a paraphrase of the source. Check the original paper for definitions, estimates, statistical uncertainty and analysis details.
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.
Possible founder application
Use to shape a locally controlled channel or message test; account for audience, timing and attribution limits before reallocating budget.
Evidence access
Publisher record and abstract retrieved; consult the linked paper for full methods and tables.
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.
If only an abstract or metadata was available, the profile is limited to claims supported there. A paper's paywall does not change its evidentiary status, but it limits what we can substantiate from accessible text.