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 - 2019 Mar 01 TA - Journal of Advertising Research PG - 14--26 VI - 59 IP - 1 4099 - http://www.journalofadvertisingresearch.com/content/59/1/14.short 4100 - http://www.journalofadvertisingresearch.com/content/59/1/14.full SO - J Advert Res2019 Mar 01; 59 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.