PT  - JOURNAL ARTICLE
AU  - Georg M. Goerg
AU  - Christoph Best
AU  - Sheethal Shobowale
AU  - Nicolas Remy
AU  - Jim Koehler
TI  - When to Combine Television With Online Campaigns
AID  - 10.2501/JAR-2017-037
DP  - 2017 Sep 01
TA  - Journal of Advertising Research
PG  - 283--304
VI  - 57
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/57/3/283.short
4100  - http://www.journalofadvertisingresearch.com/content/57/3/283.full
SO  - J Advert Res2017 Sep 01; 57
AB  - This work investigates under what circumstances a television campaign should be complemented with online advertising to increase combined reach. The authors first proposed probabilistic models to derive necessary and sufficient optimality conditions for the best media mix. They then relied on roughly 26,000 television campaigns to train classification models to decide whether a campaign should add online advertising. Linear and support vector regression models are used to predict optimal budget allocation, cost savings, and additional reach. The resulting meta-study yields simple, interpretable, and actionable rules that improve the understanding of media-mix advertising.