On your first question, we don't really have a choice but to begin moving money from TV to Digital because TV viewership IS declining and people increasingly spend even their TV time fiddling with their phones :-)
Yes there are a bunch of regression modeling methods and some complex setup lift and attribution studies that let you do this. Some of the techniques are under experimentation. They are generally expensive.
Yes there are a bunch of regression modeling methods and some complex setup lift and attribution studies that let you do this. Some of the techniques are under experimentation. They are generally expensive.