As part of the «17-Uhr-Akademie» presentation and discussion series, the Serviceplan Group Switzerland welcomed numerous interested guests on the evening of Tuesday, 11 June 2019, presenting the “Media Equivalence Study: Video” conducted on behalf of the Mediaplus Group, SevenOne Media and Google Germany. This study has been recognised with the Innovation Award of the German market research society (BVM).
Die «Medienäquivalenz Studie: Video» misst die optimale Kombination von Bewegtbildformaten in den Kanälen TV, Online-Video und Social Media. Sie ist die erste Marktstudie ihrer Art in Europa und setzt mit ihrer sowohl technischen als auch methodischen Komplexität einen neuen Marktstandard in der Mediaforschung.
The «Media Equivalence Study: Video» measures the optimal combination of video formats in the channels of TV, online video and social media. It is the first market study of its kind in Europe and with its level of both technical and methodological complexity sets a new market standard in the field of media research.
At the «17-Uhr-Akademie», it was demonstrated how intra- and cross-media campaign planning can be analysed on the basis of its effectiveness with this comprehensive study in order to supplement conventional reach planning and rate the quality of the advertising medium’s impact. Here, focus is placed, in particular, on video advertising impact in various media channels and the role played by positioning, contact frequency and a combination of different advertising formats. «This study provides valuable facts for integrated 360-degree planning across all platforms,» says Cosima Giannachi, CEO of Mediaplus Suisse, in highlighting the benefits of this study.
Jens Barczewski, General Manager of the Mediaplus Group, provided details on how this study came about, which method was applied and how the results are being integrated in media planning tools. Among other things, he explained that commercials were run on TV, Facebook and YouTube within the framework of a controlled experiment as part of which 3,700 participants saw platform-appropriate campaigns from the past.
Dr Adriane Schmidt, Group Head Consulting & Research at Mediaplus, presented the study results and the analysis of the individual devices. She mentioned, for example, that the greatest spontaneous advertising recall effect can be achieved through a combination of two TV formats.
On the basis of a new campaign for Swiss cheese, Balz Lendorff, CEO of Plan.Net Suisse, showed the guests how a video campaign optimised in terms of its impact can be implemented.