The “Media Equivalence Study” is a major, unique research project that compares the impact of TV, YouTube and Facebook video advertising
A European TV network, Google, and a media agency in Germany worked together to conduct a study that explores advertising impact on comparing three different platforms: TV, YouTube and Facebook. The project used a complex experimental design to create identical conditions for the comparisons. Further, the study was designed to produce results that would be relevant for media planning, for example, comparing the impact of two exposure on one platform, with one exposure on two platforms.
The study will be presented on Wednesday September 23, at 1:20PM
The presenters are: Dirk Bruns – Head of Video Sales, Central Europe, Google; Andrea Malgara, Ph.D. – Managing Director & Partner, Mediaplus Group; Guido Modenbach – Managing Director, Market Intelligence, SevenOne Media.