Are Australian TV Advertisers Aware of Evolving Online Information Search Patterns?

The viewers' response to television advertising has changed dramatically over the past years. Search visibility of advertisers has become of paramount importance to ensure that communication messages are followed up appropriately, and that the specific brand is considered in the customer decisi...
Ausführliche Beschreibung

Gespeichert in:

Autor*in:	Andrej Miklosik [verfasserIn] Martin Kuchta [verfasserIn] Maria Hasprova [verfasserIn] Nina Evans [verfasserIn]

Format:	E-Artikel
Sprache:	Englisch

Erschienen:	2020

Schlagwörter:	Cross-device search cross-session search customer journey google search search engine marketing search visibility

Übergeordnetes Werk:	In: IEEE Access - IEEE, 2014, 8(2020), Seite 143066-143075
Übergeordnetes Werk:	volume:8 ; year:2020 ; pages:143066-143075

Links:	Link aufrufen Link aufrufen Link aufrufen Journal toc

DOI / URN:	10.1109/ACCESS.2020.3014310

Katalog-ID:	DOAJ058759700

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allfieldsGer	10.1109/ACCESS.2020.3014310 doi (DE-627)DOAJ058759700 (DE-599)DOAJfacd891a1fe547ca87e3941f197f6a09 DE-627 ger DE-627 rakwb eng TK1-9971 Andrej Miklosik verfasserin aut Are Australian TV Advertisers Aware of Evolving Online Information Search Patterns? 2020 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier The viewers' response to television advertising has changed dramatically over the past years. Search visibility of advertisers has become of paramount importance to ensure that communication messages are followed up appropriately, and that the specific brand is considered in the customer decision-making process. This paper examines the effectiveness of communication campaigns that include TV advertisements. Specifically, it determines if, and to what extent, the advertisers of selected Australian TV advertising campaigns are visible in full-text searches on Google for a variety of relevant keywords. The visibility of advertisers is measured as the number of keyword searches that result in a high ranking on the search engine results page, average ranking, and site visibility. The results revealed notable differences in the visibility of advertisers in searches. Enhancing their visibility represents a challenge for companies striving to optimise the delivery of their communication message(s) across the entire spectrum of traditional and online media. Cross-device search cross-session search customer journey google search search engine marketing search visibility Electrical engineering. Electronics. Nuclear engineering Martin Kuchta verfasserin aut Maria Hasprova verfasserin aut Nina Evans verfasserin aut In IEEE Access IEEE, 2014 8(2020), Seite 143066-143075 (DE-627)728440385 (DE-600)2687964-5 21693536 nnns volume:8 year:2020 pages:143066-143075 https://doi.org/10.1109/ACCESS.2020.3014310 kostenfrei https://doaj.org/article/facd891a1fe547ca87e3941f197f6a09 kostenfrei https://ieeexplore.ieee.org/document/9162021/ kostenfrei https://doaj.org/toc/2169-3536 Journal toc kostenfrei GBV_USEFLAG_A SYSFLAG_A GBV_DOAJ GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_95 GBV_ILN_105 GBV_ILN_110 GBV_ILN_151 GBV_ILN_161 GBV_ILN_170 GBV_ILN_213 GBV_ILN_230 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_2014 GBV_ILN_4012 GBV_ILN_4037 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4335 GBV_ILN_4338 GBV_ILN_4367 GBV_ILN_4700 AR 8 2020 143066-143075
allfieldsSound	10.1109/ACCESS.2020.3014310 doi (DE-627)DOAJ058759700 (DE-599)DOAJfacd891a1fe547ca87e3941f197f6a09 DE-627 ger DE-627 rakwb eng TK1-9971 Andrej Miklosik verfasserin aut Are Australian TV Advertisers Aware of Evolving Online Information Search Patterns? 2020 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier The viewers' response to television advertising has changed dramatically over the past years. Search visibility of advertisers has become of paramount importance to ensure that communication messages are followed up appropriately, and that the specific brand is considered in the customer decision-making process. This paper examines the effectiveness of communication campaigns that include TV advertisements. Specifically, it determines if, and to what extent, the advertisers of selected Australian TV advertising campaigns are visible in full-text searches on Google for a variety of relevant keywords. The visibility of advertisers is measured as the number of keyword searches that result in a high ranking on the search engine results page, average ranking, and site visibility. The results revealed notable differences in the visibility of advertisers in searches. Enhancing their visibility represents a challenge for companies striving to optimise the delivery of their communication message(s) across the entire spectrum of traditional and online media. Cross-device search cross-session search customer journey google search search engine marketing search visibility Electrical engineering. Electronics. Nuclear engineering Martin Kuchta verfasserin aut Maria Hasprova verfasserin aut Nina Evans verfasserin aut In IEEE Access IEEE, 2014 8(2020), Seite 143066-143075 (DE-627)728440385 (DE-600)2687964-5 21693536 nnns volume:8 year:2020 pages:143066-143075 https://doi.org/10.1109/ACCESS.2020.3014310 kostenfrei https://doaj.org/article/facd891a1fe547ca87e3941f197f6a09 kostenfrei https://ieeexplore.ieee.org/document/9162021/ kostenfrei https://doaj.org/toc/2169-3536 Journal toc kostenfrei GBV_USEFLAG_A SYSFLAG_A GBV_DOAJ GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_95 GBV_ILN_105 GBV_ILN_110 GBV_ILN_151 GBV_ILN_161 GBV_ILN_170 GBV_ILN_213 GBV_ILN_230 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_2014 GBV_ILN_4012 GBV_ILN_4037 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4335 GBV_ILN_4338 GBV_ILN_4367 GBV_ILN_4700 AR 8 2020 143066-143075
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callnumber-first	T - Technology
author	Andrej Miklosik
spellingShingle	Andrej Miklosik misc TK1-9971 misc Cross-device search misc cross-session search misc customer journey misc google search misc search engine marketing misc search visibility misc Electrical engineering. Electronics. Nuclear engineering Are Australian TV Advertisers Aware of Evolving Online Information Search Patterns?
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topic_title	TK1-9971 Are Australian TV Advertisers Aware of Evolving Online Information Search Patterns? Cross-device search cross-session search customer journey google search search engine marketing search visibility
topic	misc TK1-9971 misc Cross-device search misc cross-session search misc customer journey misc google search misc search engine marketing misc search visibility misc Electrical engineering. Electronics. Nuclear engineering
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title	Are Australian TV Advertisers Aware of Evolving Online Information Search Patterns?
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title_sort	are australian tv advertisers aware of evolving online information search patterns?
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title_auth	Are Australian TV Advertisers Aware of Evolving Online Information Search Patterns?
abstract	The viewers' response to television advertising has changed dramatically over the past years. Search visibility of advertisers has become of paramount importance to ensure that communication messages are followed up appropriately, and that the specific brand is considered in the customer decision-making process. This paper examines the effectiveness of communication campaigns that include TV advertisements. Specifically, it determines if, and to what extent, the advertisers of selected Australian TV advertising campaigns are visible in full-text searches on Google for a variety of relevant keywords. The visibility of advertisers is measured as the number of keyword searches that result in a high ranking on the search engine results page, average ranking, and site visibility. The results revealed notable differences in the visibility of advertisers in searches. Enhancing their visibility represents a challenge for companies striving to optimise the delivery of their communication message(s) across the entire spectrum of traditional and online media.
abstractGer	The viewers' response to television advertising has changed dramatically over the past years. Search visibility of advertisers has become of paramount importance to ensure that communication messages are followed up appropriately, and that the specific brand is considered in the customer decision-making process. This paper examines the effectiveness of communication campaigns that include TV advertisements. Specifically, it determines if, and to what extent, the advertisers of selected Australian TV advertising campaigns are visible in full-text searches on Google for a variety of relevant keywords. The visibility of advertisers is measured as the number of keyword searches that result in a high ranking on the search engine results page, average ranking, and site visibility. The results revealed notable differences in the visibility of advertisers in searches. Enhancing their visibility represents a challenge for companies striving to optimise the delivery of their communication message(s) across the entire spectrum of traditional and online media.
abstract_unstemmed	The viewers' response to television advertising has changed dramatically over the past years. Search visibility of advertisers has become of paramount importance to ensure that communication messages are followed up appropriately, and that the specific brand is considered in the customer decision-making process. This paper examines the effectiveness of communication campaigns that include TV advertisements. Specifically, it determines if, and to what extent, the advertisers of selected Australian TV advertising campaigns are visible in full-text searches on Google for a variety of relevant keywords. The visibility of advertisers is measured as the number of keyword searches that result in a high ranking on the search engine results page, average ranking, and site visibility. The results revealed notable differences in the visibility of advertisers in searches. Enhancing their visibility represents a challenge for companies striving to optimise the delivery of their communication message(s) across the entire spectrum of traditional and online media.
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title_short	Are Australian TV Advertisers Aware of Evolving Online Information Search Patterns?
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