How do you successfully use the diversity of social media advertising?

The human factor: what role does the psychological openness of users, their receptivity to brand messages, and the dynamic growth of social media advertising play? How do you deal with the diversity of social networks and the resulting individuality of customers’ social media filter bubbles?

We present findings from a large social media study with 3000 users. These show that social network is not the same social network. Therefore, a standardized, realistic test approach is needed to consistently quantify the effectiveness of social media platforms. Using the live ad platform, we show how advertising contacts for experimental studies are produced in the personal newsfeeds of study participants and how their effects are standardized.

Numerous cases from practice clarify which research questions from creation, media and marketing can be comprehensively answered by the Live Ad platform for the first time.