The Optimal Mix of TV and Online Ads to Maximize Reach
Venue
research.google.com, 76 Ninth Avenue (2013), pp. 1-16
Publication Year
2013
Authors
Yuxue Jin, Jim Koehler, Georg M. Goerg, Nicolas Remy
BibTeX
Abstract
Brand marketers often wonder how they should allocate budget between TV and online
ads in order to maximize reach or maintain the same reach at a lower cost. We use
probability models based on historical cross media panel data to suggest the
optimal budget allocation between TV and online ads to maximize reach to the target
demographics. We take a historical TV campaign and estimate the reach and GRPs of a
hypothetical cross-media campaign if some budget was shifted from TV to online. The
models are validated against simulations and historical cross-media campaigns. They
are illustrated on one case study to show how an optimized cross-media campaign can
obtain a higher reach at the same cost or maintain the same reach at a lower cost
than the TV-only campaign.
