@article {ShaikhJAR-2018-038, author = {Nazrul I. Shaikh and Mahima Hada and Niva Shrestha}, title = {Allocating Spending On Digital-Video Advertising}, elocation-id = {JAR-2018-038}, year = {2018}, doi = {10.2501/JAR-2018-038}, publisher = {Journal of Advertising Research}, 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.}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/early/2018/09/26/JAR-2018-038}, eprint = {https://www.journalofadvertisingresearch.com/content/early/2018/09/26/JAR-2018-038.full.pdf}, journal = {Journal of Advertising Research} }