Baptiste Tougeron, a member of the Google Market Insights team and responsible for measuring advertising effectiveness in the Southern European market, explains how and why he works with MarketingScan.

The strength of MarketingScan is to test scenarios of how YouTube complements television. And very often, we will find that these are media that are extremely complementary.

“It is now really very important that we can isolate the incremental effects of the different media through a methodology that is neutral and recognized in the market to really have evidence of the effectiveness of our media within Google.”

“The message I want to pass on as marketers is to test new advertising formats, new investment volumes, new types of creativity and sometimes even, certain types of targeting that will be different depending on the consumers we want to reach.”

Discover our latest case studies with Google on efficiency :
of YouTube/TV complementarity scenarios: NurofenFlash 400, Azzaro Wanted & Philips OneBlade.
of new formats: Lipton Green Ice Tea.