Allocating spending on digital-video advertising: A longitudinal analysis across digital and television

Nazrul I Shaikh, Mahima Hada, Niva Shrestha

Research output: Contribution to journalArticle

Abstract

Companies have been increasing their investments in digital-video advertising at the expense of television advertising. This study examines the efficacy of such investments with a media efficiency and saturation analysis on longitudinal datasets from a national restaurant chain and a national food and beverage brand. The authors found that digital-video advertising was more efficient than television advertising, so a shift is justifiable. These differences in efficiency, however, decreased rapidly as investment levels behind digital-video advertising increased. The impact of digital-video advertising saturates early, and companies need to account for such diminishing returns in their media strategy.

Original languageEnglish (US)
Pages (from-to)14-26
Number of pages13
JournalJournal of Advertising Research
Volume59
Issue number1
DOIs
StatePublished - Mar 1 2019
Externally publishedYes

ASJC Scopus subject areas

  • Communication
  • Marketing

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