Tracking cross platform engagement with TV and digital advertising

该提案旨在调查围绕特定广告活动的媒体消费模式。代理商越来越多地投资于利用电视广告推动社交媒体参与的整合活动。然而，衡量这些运动成功与否的标准还没有得到很好的理解。我们提出的研究将为分析工具的发展奠定基础，使广告商能够量化其广告和基准活动的参与水平，以了解有效性。

This proposal aims to investigate patterns of media consumption around specific advertising campaigns. Agencies are increasingly investing in integrated campaigns using TV ads to drive engagement on social media. Measuring the success of these campaigns, however, is not well understood. The research we are proposing will lay the foundation for the development of analytical tools to enable advertisers to quantify levels of engagement around their advertising and benchmark campaigns to understand effectiveness.