TY - JOUR T1 - Allocating Spending On Digital-Video Advertising JF - Journal of Advertising Research JO - J Advert Res DO - 10.2501/JAR-2018-038 SP - JAR-2018-038 AU - Nazrul I. Shaikh AU - Mahima Hada AU - Niva Shrestha Y1 - 2018/10/01 UR - http://www.journalofadvertisingresearch.com/content/early/2018/09/26/JAR-2018-038.abstract 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. ER -