News Finding: This result varies with the mood of the ad, with more affective ads -- in particular, funny and emotional ads -- seeing the largest increases in online shopping activity.
Paper Finding: Across both measures of online program engagement, we find that ads spur more online purchases when they air in more social shows, with funny ads spurring the largest increases in sales when they air in more social shows and with active and informational ads generating the smallest increases in sales.
News Context: "We find that advertisements that air in programs with more social activity see increased ad responsiveness in terms of subsequent online shopping behavior. This result varies with the mood of the ad, with more affective ads -- in particular, funny and emotional ads -- seeing the largest increases in online shopping activity. "Our results shed light on how advertisers can encourage online shopping activity on their websites in the age of multiscreen consumers."
Paper Context: Emotional ads spur the largest increases in web traffic when they air in shows with higher volumes of program chatter. Across both measures of online program engagement, we find that ads spur more online purchases when they air in more social shows, with funny ads spurring the largest increases in sales when they air in more social shows and with active and informational ads generating the smallest increases in sales. More affective adsin particular, those with an emotional or funny moodmay be more successful in social shows because such ads effectively recapture viewers' attention from the program and allow for the engaged processing of the program to spillover to ad processing (e.g., ).