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

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.