RT Journal Article
SR Electronic
T1 Allocating Spending On Digital-Video Advertising
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 14
OP 26
DO 10.2501/JAR-2018-038
VO 59
IS 1
A1 Shaikh, Nazrul I.
A1 Hada, Mahima
A1 Shrestha, Niva
YR 2019
UL http://www.journalofadvertisingresearch.com/content/59/1/14.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.