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Summary
Because online media have become so important for advertisers to complement their television advertisements, advertisers need to determine the optimal budget allocation between television and online media. But existing models “often rely on observed historical advertisement exposures on each media channel,” note Google statisticians Georg M. Goerg, Nicolas Remy, and Jim Koehler with colleagues Sheethal Shobowale and Christoph Best .
The purpose of the authors’ meta-study is “to give advertisers guidelines and insights on optimal media mix as a planning tool for a future campaign, not as a measurement tool given historical cross-media campaign data.” To do this, they relied on previous work (Jin, Koehler, Goerg, and Remy, 2013) that introduced “probabilistic models to estimate combined television and online advertisement effectiveness and then find the optimal budget split that maximizes reach.” The authors stated, “Such an optimization yields two important results: the optimal shift of budget to online media, as well as the expected additional reach—referred to as ‘extra reach’.”
