PT  - JOURNAL ARTICLE
AU  - Judy Ma
AU  - Brian Du
TI  - Digital Advertising And Company Value
AID  - 10.2501/JAR-2018-002
DP  - 2018 Jan 17
TA  - Journal of Advertising Research
PG  - JAR-2018-02
4099  - http://www.journalofadvertisingresearch.com/content/early/2018/01/17/JAR-2018-002.short
4100  - http://www.journalofadvertisingresearch.com/content/early/2018/01/17/JAR-2018-002.full
AB  - As companies continue to shift advertising expenditures toward digital-media channels, the benefits of digital advertising (adaptability of content, more efficient consumer targeting, and higher reach per dollar) must be weighed against the opportunity cost (forgone synergy between digital and traditional advertising). Using a hand-matched proprietary dataset of 1,538 companies from 2001 to 2012, this study documents that digital share—the ratio of digital advertising to traditional advertising—has an inverted U-shaped relationship with company value. The empirical evidence presents an important implication for managers: The beneficial impact of increasing digital share becomes detrimental when the current ratio of digital to traditional advertising exceeds 15:1.