MIM Overview | How is traditional media treated differently in the MIM?

Marketers don't spend in traditional media the same as digital media, so why would we treat these the same way in our model? We don’t.

ChannelMix defines our digital adstock, or lagged effect of an advertisement, as 14 days. Traditional media, such as a billboard or TV, by design reaches a broader, less targeted audience with a more rigid cost structure than digital ads. Therefore, ChannelMix’s MIM trains this data separately with a more flexible adstock to account for the differences in both cost structure and flexibility. 

For example, if you purchase a billboard for two months, a 14 day adstock will not account for the traffic. Instead, we use a two month adstock (the time period of ad placement) with a standardly defined diminishing return.