Events
Past Event
WED@NICO SEMINAR: Shawndra Hill, Microsoft Research NYC "Television and Digital Advertising: Second Screen Response and Coordination with Sponsored Search"
Northwestern Institute on Complex Systems (NICO)
12:00 PM
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Lower Level Chambers Hall
Details
Television and Digital Advertising: Second Screen Response and Coordination with Sponsored Search
Speaker:
Shawndra Hill - Senior Researcher, Microsoft Research NYC
Talk Abstract:
We consider the potential to improve the eciency and ecacy of broader advertising eorts through cross-channel coordination. Past work has demonstrated a positive relationship between television advertising and online search activity. Here, we consider the types of devices on which search response predominantly manifests following TV advertisements, and the degree to which shifts in search activity can be used to evaluate the success of TV advertisers' targeting eorts.We leverage data on TV advertising around Microsoft Windows 10 and an Xbox app (NFL Game Day Evolution), in combination with large-scale proprietary search data from Microsoft Bing. Our ident cation strategies hinge on a combination of geographic heterogeneity in TV advertising exposure and continuous variation in the cost of TV advertisements (a proxy for TV audience size). Werst demonstrate that search response peaks within three minutes of the airing of a TV advertisement, and that this manifests primarily via second-screen mobile devices. Our estimated elasticities indicate that a 20% increase in advertising spend equates to an approximate 2.5% (3.4%) increase in search volumes for Windows 10 (the Xbox app). Second, we show that, indeed, the demographic groups targeted by TV advertisements are those most likely to respond, and we thereby demonstrate that TV ad eectiveness can be usefully measured via online search data. Third, examining sponsored search clicks in our query-level data, for queries involving brand-related keywords, we demonstrate a sign cant increase in rank-ordering effects in searches that take place in the minutes immediately following a TV advertisement, which implies a complementarity between TV and sponsored search advertisements.
Live Stream:
To join the Meeting: bluejeans.com/8474912527
To join via Browser: bluejeans.com/8474912527/browser
Time
Wednesday, November 30, 2016 at 12:00 PM - 1:00 PM
Location
Lower Level Chambers Hall Map
Contact
Calendar
Northwestern Institute on Complex Systems (NICO)
Fall 2026 Classes Begin
University Academic Calendar
All Day
Details
Fall 2026 Classes Begin
Time
Wednesday, September 23, 2026
Contact
Calendar
University Academic Calendar
NICO Reading Group - Fall 2026 First Meeting
Northwestern Institute on Complex Systems (NICO)
6:00 PM
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Chambers Hall
Details
The NICO Reading Group meets for the first this fall on Wednesday, September 23, 2026. Please contact Jaeseon Ha if you are interested in joining our group.
About:
The NICO Reading Group brings together people across disciplines to read and discuss important ideas in modern AI. We focus on topics such as AI agents, tuning, harnesses, evaluation, AI for scientific discovery, and applications of AI across different fields. The goal is to understand important ideas in AI more deeply by learning and thinking across disciplines.
Leadership:
Jaeseon Ha, a Kellogg MBA + AI student, will lead the reading group during the Fall 2026 term. Please contact Jaeseon with any questions or reach out to us at nico@northwestern.edu.
Meeting Times:
Date: Biweekly on Wednesday evening, starting on September 23, 2026
Time: 6-7pm
Location: NICO main office, Chambers Hall,
600 Foster St, Evanston, IL 60208
Time
Wednesday, September 23, 2026 at 6:00 PM - 7:00 PM
Location
Chambers Hall Map
Contact
Calendar
Northwestern Institute on Complex Systems (NICO)
WED@NICO Seminar Series returns on September 30, 2026
Northwestern Institute on Complex Systems (NICO)
12:00 PM
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Lower Level, Chambers Hall
Details
The Wednesdays@NICO seminar series returns September 30, 2026, running through November 11, 2026, with the following speakers.
9/30/2026 - Luis Amaral, Northwestern University
10/7/2026 - Kristina Lerman, Indiana University
10/14/2026 - Tim Tangherlini, University of California, Berkeley
10/21/2026 - Andreia Sofia Teixeira, Northeastern University London
10/28/2026 - Rafael Prieto-Curiel, Complexity Science Hub, Vienna
11/4/2026 - Hamsa Bastani, University of Pennsylvania
11/11/2026 - Mayank Agrawal, Proof of Human
We will share detailed speaker information, talk titles and abstracts, in the coming weeks.
Location:
In person: Chambers Hall, 600 Foster Street, Lower Level
Remote option TBA
About the Speaker Series:
Wednesdays@NICO is a vibrant weekly seminar series focusing broadly on the topics of complex systems, networks, and artificial intelligence. It brings together attendees ranging from graduate students to senior faculty who span all of the schools across Northwestern, from applied math to sociology to biology and every discipline in-between. Please visit: https://bit.ly/WedatNICO for information on future speakers.
Time
Wednesday, September 30, 2026 at 12:00 PM - 1:00 PM
Location
Lower Level, Chambers Hall Map
Contact
Calendar
Northwestern Institute on Complex Systems (NICO)