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 Classes End
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Fall Classes End
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Saturday, December 2, 2023
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Winter Classes begin
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Winter Classes begin
Time
Wednesday, January 3, 2024
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WED@NICO SEMINAR: NICO Seminars return January 24, 2024
Northwestern Institute on Complex Systems (NICO)
12:00 PM
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Lower Level, Chambers Hall
Details

The Wednesdays@NICO speaker series will return on Wednesday, January 24, 2024. Please visit our web site in early January for the full list of speakers. We look forward to seeing you in 2024!
Location:
In person: Chambers Hall, 600 Foster Street, Lower Level
Remote option: TBA via Zoom
About the Speaker Series:
Wednesdays@NICO is a vibrant weekly seminar series focusing broadly on the topics of complex systems and data science. 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, January 24, 2024 at 12:00 PM - 1:00 PM
Location
Lower Level, Chambers Hall Map
Contact
Calendar
Northwestern Institute on Complex Systems (NICO)