How to identify the best media mix to increase sales?
MarketingScan measures the complementarity between TV and YouTube
Since 170 years, LU regales young and old between tradition and innovation. But to get his biscuit out of the game in a battle and segmented market, multinational Mondelez seeks to evaluate TV + YouTube complementarity and transfers 10% of its TV budget to Google Preferred. A recipe that makes digital mums crack. And sales!