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.

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22nd International Conference on World Wide Web, WWW 2013
Erasmus University Rotterdam

Vandic, D., Nibbering, D., & Frasincar, F. (2013). A case-based analysis of the effect of offline media on online conversion actions. Presented at the 22nd International Conference on World Wide Web, WWW 2013. Retrieved from