TY - JOUR
T1 - Allocating spending on digital-video advertising
T2 - A longitudinal analysis across digital and television
AU - Shaikh, Nazrul I.
AU - Hada, Mahima
AU - Shrestha, Niva
N1 - Funding Information:
This research was partially funded by Market Fusion
Funding Information:
Market Fusion analytics, New York. Shaikh has more than 15 years of experience in developing advanced marketing and innovation analytics systems and solution. His expertise spans marketing-mix modeling, machine learning, text analytics, and applied operations research. Over the years, his research and development work has been funded by several Fortune 500 companies and the u.S. Department of Defense. He has published in journals such as Journal of Statistical Software, Computational Statistics and Data Analysis, Interfaces, and European Journal of Operational Research.
Publisher Copyright:
© 2019, World Advertising Research Center. All rights reserved.
Copyright:
Copyright 2019 Elsevier B.V., All rights reserved.
PY - 2019/3/1
Y1 - 2019/3/1
N2 - 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.
AB - 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.
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U2 - 10.2501/JAR-2018-038
DO - 10.2501/JAR-2018-038
M3 - Article
AN - SCOPUS:85063911263
VL - 59
SP - 14
EP - 26
JO - Journal of Advertising Research
JF - Journal of Advertising Research
SN - 0021-8499
IS - 1
ER -