Assessing a New Advertising Effect: Measurement of the Impact of Television Commercials on Internet Search Queries
Dan Zigmond
Google, Inc.
Horst Stipp
Strategic Insights & Innovation, NBC Universal
INTRODUCTIONThe growth of computer penetration, Internet access, and the increased time spent using the computer and Internet have arguably been the most important changes in the media landscape during the last two decades, both in the United States and in most developed countries around the world. It is, therefore, not surprising that media executives and advertisers have monitored these developments with great interest (and sometimes with concern). As the evidence...