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. Food industry (general) Restaurants & takeaways Media & communications budgets Online video effectiveness TV & Connected TV effectiveness United States 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.