A case-based analysis of the effect of offline media on online conversion actions

In this paper, we investigate how offline advertising, by means of TV and radio, influences online search engine ad- vertisement. Our research is based on the search engine- driven conversion actions of a 2012 marketing campaign of the potato chips manufacturer Lays. In our analysis we use several models, including linear regression (linear model) and Support Vector Regression (non-linear model). Our re- sults confirm that offline commercials have a positive effect on the number of conversion actions from online marketing campaigns. This effect is especially visible in the first 50 minutes after the advertisement broadcasting.