RT Journal Article
SR Electronic
T1 When to Combine Television With Online Campaigns
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 283
OP 304
DO 10.2501/JAR-2017-037
VO 57
IS 3
A1 Goerg, Georg M.
A1 Best, Christoph
A1 Shobowale, Sheethal
A1 Remy, Nicolas
A1 Koehler, Jim
YR 2017
UL http://www.journalofadvertisingresearch.com/content/57/3/283.abstract
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.