Quantifying the benefits of syncing search engine and television ads

Conference paper

European Advertising Academy

International Conference on Research in Advertising (ICORIA), 23rd (Rotterdam, The Netherlands, 26/06/2025–28/06/2025)

27/06/2025

Abstract

Real-time syncing

Television advertising

Media synergy

Search engine advertising

Field experiment

12 Record Views

Title: Quantifying the benefits of syncing search engine and television ads
Creators: Ivan Guitart (Author)
Guillaume Hervet (Author)
Conference: International Conference on Research in Advertising (ICORIA), 23rd (Rotterdam, The Netherlands, 26/06/2025–28/06/2025)
Publisher: European Advertising Academy; Rotterdam
Identifiers: 9921607709453
Academic Unit: MTCI - Marketing, Technology and Customer Insights; QUANT - Quantitative Methods in Business; Department of Marketing
Language: English
Resource Type: Conference paper
Local Fields: 775786