Abstract Details
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Activity Number:
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576
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Type:
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Invited
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Date/Time:
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Wednesday, August 7, 2013 : 2:00 PM to 3:50 PM
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Sponsor:
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Section on Statistics in Marketing
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| Abstract - #307261 |
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Title:
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The Optimal Mix of TV and Online Ads to Maximize Reach
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Author(s):
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Yuxue Jin*+
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Companies:
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Google Inc
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Keywords:
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incremental reach ;
nonlinear regression ;
cross-media campaign ;
budget allocation ;
reach ;
GRP
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Abstract:
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Brand marketers often wonder how they should allocate budget between TV and online video and display ads in order to maximize the combined reach, and whether online ads should be included at all. To compare the cost efficiency of online ads with TV in historical cross-media campaigns, we measure the incremental reach of online to TV, and estimate the additional cost required to deliver the equivalent incremental reach on TV by fitting and extrapolating the TV reach curve. Furthermore, we use probability models and historical single source panel data to estimate the reach of a hypothetical cross-media campaign if some budget is shifted from TV to online in a historical TV-only campaign. The optimal mix is found by varying the amount of budget shifted and choosing the one that gives the largest combined reach.
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Authors who are presenting talks have a * after their name.
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