Frontiers: Moment Marketing: Measuring Dynamics in Cross-Channel Ad Effectiveness

This paper provides the first empirical evidence on whether and why TV-moment-based search advertising could be effective for optimizing sponsored search advertising for both TV-advertised brands and their competitors.

• 저널Marketing Science · 40(1) · 13–22
• 토픽Consumer Market Behavior and Pricing · Marketing
• DOI10.1287/mksc.2020.1277
• 저자Jia Liu, Shawndra Hill