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Allocating Spending On Digital-Video Advertising

A Longitudinal Analysis Across Digital and Television

Nazrul I. Shaikh, Mahima Hada, Niva Shrestha
DOI: 10.2501/JAR-2018-038 Published 1 March 2019
Nazrul I. Shaikh
Market Fusion Analytics,
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  • For correspondence: nazrul@gmail.com
Mahima Hada
City University of New York,
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  • For correspondence: Mahima.Hada@baruch.cuny.edu
Niva Shrestha
Nielsen, Inc.,
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  • For correspondence: nivashres01@gmail.com
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Article Information

vol. 59 no. 1 14-26
DOI 
https://doi.org/10.2501/JAR-2018-038

Published By 
Journal of Advertising Research
Print ISSN 
0021-8499
History 
  • Received February 3, 2017
  • Received (in revised form) December 23, 2017
  • Accepted February 6, 2018
  • Published online March 5, 2019.

Article Versions

  • Previous version (October 1, 2018 - 01:32).
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Copyright & Usage 
Copyright© 2019 ARF. All rights reserved.

Author Information

  1. Nazrul I. Shaikh
  1. Market Fusion Analytics, nazrul{at}gmail.com
  1. Mahima Hada
  1. City University of New York, Mahima.Hada{at}baruch.cuny.edu
  1. Niva Shrestha
  1. Nielsen, Inc., nivashres01{at}gmail.com
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Vol 59 Issue 1

Journal of Advertising Research: 59 (1)
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Allocating Spending On Digital-Video Advertising
Nazrul I. Shaikh, Mahima Hada, Niva Shrestha
Journal of Advertising Research Mar 2019, 59 (1) 14-26; DOI: 10.2501/JAR-2018-038

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Allocating Spending On Digital-Video Advertising
Nazrul I. Shaikh, Mahima Hada, Niva Shrestha
Journal of Advertising Research Mar 2019, 59 (1) 14-26; DOI: 10.2501/JAR-2018-038
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  • Article
    • ABSTRACT
    • MANAGEMENT SLANT
    • INTRODUCTION
    • BACKGROUND
    • METHODOLOGY
    • RESULTS
    • VALIDATION
    • DISCUSSION
    • ABOUT THE AUTHORS
    • ACKNOWLEDGMENT
    • Appendix A Complete Model and Parameter Estimates for CeCareus Used in the Analysis
    • REFERENCES
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Topics

  • Television
  • Tweet Widget
  • Facebook Like
  • Google Plus One

More in this TOC Section

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  • An Examination of Television Consumption By Racial and Ethnic Audiences in the U.S.
Show more What We Know About TV in the Digital Age

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