RT Journal Article SR Electronic T1 Allocating Spending On Digital-Video Advertising JF Journal of Advertising Research JO J Advert Res FD WARC SP JAR-2018-038 DO 10.2501/JAR-2018-038 A1 Nazrul I. Shaikh A1 Mahima Hada A1 Niva Shrestha YR 2018 UL http://www.journalofadvertisingresearch.com/content/early/2018/09/26/JAR-2018-038.abstract 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.