About Dr. Andrea
Since October 2011, dr. Andrea Malgara has been with the Mediaplus Group, the largest independent media agency in Germany, which is a subsidiary of the Serviceplan Group. He is responsible for internationalization, research, business development and new business. Previously, he was Managing Partner of Premium Media Solutions, marketing agency for Sky, and before that for more than 15 years Sales Manager and Managing Director of SevenOne Media, marketing agency for ProSiebenSat.1.
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Europa Hall, 29.11.2018 at 12:35-13:00
The impact of video – a new media KPI?
The big question in media planning: What is the impact of an ad in different media? If we cannot measure it, the optimisation of maximum reach, efficient GRP’s and effective reach corridors will not lead to the highest effectiveness. The Procter Formula, the current standard, calculates different levels of exposure. Andrea Malgara will present a new approach for measuring the impact of video formats, based on findings from a brand new Mediaplus' study.