Allocating spending on digital-video advertising: A longitudinal analysis across digital and television

Nazrul I. Shaikh, Mahima Hada, and Niva Shrestha

Companies have been increasing their investments in digital-video advertising at the expense of television advertising.
Shaikh, Hada, and Shrestha

MANAGEMENT SLANT

  • Television has higher scale parameters and higher retention compared with digital media.
  • At low levels of support, the sales volume attributable to digital videos can be higher than that attributable to television.
  • Digital-video advertising effectiveness is high, but reach is highly limited.
  • To use digital video effectively, companies need to spend on digital-video ...

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