The most important findings of the media equivalence study
Posted: Sat Jan 25, 2025 10:09 am
For this, the study also won the German Market Research Innovation Prize. Since we naturally use the findings there as the basis for our own campaign strategies, we would like to briefly present the most important findings. The entire study can be downloaded here: y Moving image advertising has a strong effect on advertising recall and brand awareness. Percent of all test subjects who watched brand advertising in a TV block were able to remember it off the top of their head.
After a pre-roll ad on YouTube, percent remembered, and after contact with belgium whatsapp number database moving image advertising on Facebook, seven percent remembered. This means that advertising in classic moving images has a stronger effect than in social media. TV advertising increases the effect of digital media. Two contacts on TV still offer the strongest advertising effect. The mix of TV and YouTube advertising is almost as effective as two TV contacts and therefore has a strong cross-media effect.
The combination of TV and Facebook or YouTube and Facebook achieves a weaker effect than two TV or two YouTube pre-roll contacts. Social media campaigns receive a boost in their advertising effectiveness when combined with TV advertising. Infographic advertising reminder TV / digital Double contacts with the same advertising format also double the effect. In all media tested, the advertising effect doubles with double advertising contact. This is not a given, as one might expect the effect to weaken with multiple contacts.
After a pre-roll ad on YouTube, percent remembered, and after contact with belgium whatsapp number database moving image advertising on Facebook, seven percent remembered. This means that advertising in classic moving images has a stronger effect than in social media. TV advertising increases the effect of digital media. Two contacts on TV still offer the strongest advertising effect. The mix of TV and YouTube advertising is almost as effective as two TV contacts and therefore has a strong cross-media effect.
The combination of TV and Facebook or YouTube and Facebook achieves a weaker effect than two TV or two YouTube pre-roll contacts. Social media campaigns receive a boost in their advertising effectiveness when combined with TV advertising. Infographic advertising reminder TV / digital Double contacts with the same advertising format also double the effect. In all media tested, the advertising effect doubles with double advertising contact. This is not a given, as one might expect the effect to weaken with multiple contacts.