Tracking cross platform engagement with TV and digital advertising

这项提案旨在调查围绕特定广告活动的媒体消费模式。广告公司越来越多地投资于综合活动，使用电视广告来推动社交媒体的参与度。然而，衡量这些运动的成功与否并没有得到很好的理解。我们提议的研究将为开发分析工具奠定基础，使广告商能够量化围绕其广告的参与度水平，并对活动进行基准，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.