PT  - JOURNAL ARTICLE
AU  - Nazrul I. Shaikh
AU  - Mahima Hada
AU  - Niva Shrestha
TI  - Allocating Spending On Digital-Video Advertising
AID  - 10.2501/JAR-2018-038
DP  - 2018 Oct 01
TA  - Journal of Advertising Research
PG  - JAR-2018-038
4099  - http://www.journalofadvertisingresearch.com/content/early/2018/09/26/JAR-2018-038.short
4100  - http://www.journalofadvertisingresearch.com/content/early/2018/09/26/JAR-2018-038.full
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.