Media Trials


Media Trials are scientifically rigorous experiments that use next-gen research technology to quantify the effectiveness of new products and strategies.

The objective of our Media Trial program is to impartially prove the effectiveness of your unique ad products and/or media vehicles, and provide wide-scale marketing and PR for visibility.


MAGNA, IPG Media Lab and Turbocharging Your Skippable Pre-Roll Campaign

February 15, 2017

MAGNA, the intelligence, investment and innovation unit within IPG Mediabrands, and IPG Media Lab, its creative technology arm, today announced the results of a scientific media trial that analyzed audience behaviors around ad skipping and identified critical steps to help advertisers maximize the impact of their skippable video ad campaigns.

The report, entitled Turbo Charging Your Skippable Pre-Roll Campaign, used experimental design to replicate online video experiences in order to measure attention, emotional response, and impact on traditional brand metrics for skippable pre-roll ads. The study involved over 11,000 consumers and 23 types of ads along 8 different industry verticals to reach widespread conclusions for the advertising industry as a whole.

Download the Full Report Here

MAGNA, IPG Media Lab and Immersion Conduct In-Depth Analysis on ‘Ads You Can Feel’

January 25, 2017

MAGNA and IPG Media Lab, in partnership with Immersion Corp. (NASDAQ: IMMR), announced the results of a scientific media trial examining the impact of touch-enabled advertising created with haptic technology.

The resulting report, Ads You Can Feel: The New Mobile Experience, shares best practices, findings and insights on leveraging users’ senses, including sight, sound, motion, and now, touch, to create visceral mobile experiences. Over the course of the study, touch-enabled ads from a wide array of industry sectors, including automotive, hospitality and food & beverage were used to test consumers’ reaction to the experience.

Download the Full Report Here

IPG Media Lab Presents: Viewability Presentation & Panel – May 2016

July 6, 2016

On May 4, 2016, the research team of IPG Media Lab brought their Viewability Roadshow presentation to the IPG Mediabrands HQ in New York City. Here is the highlight recap of that informative presentation led by Kara Manatt, V.P. of Consumer Strategy at the Lab, and Kiril Tsemekhman from Integral Ad Science, a partner in this joint study, as well as a vibrant panel discussion featuring industry insiders and experts that followed.

Read the full report

IPG Lab + Zefr Release The Power of Relevance: Content, Context, and Emotions

March 16, 2016

The ad industry often uses people’s web behavior data to serve them ads. But, targeting based on demographic data could easily reach the wrong person with the wrong ad. Contextual targeting uses the video content people are watching to serve them the right ad at the right time.

Today IPG Media Lab, in partnership with Zefr, released their joint study on the effectiveness of running video ads alongside contextually relevant content on YouTube. The research includes almost 9,000 consumers, 5 different industry verticals and examines 4 different types of contextual targeting methods. The IPG Media Lab also employed next gen tools to track consumer attention while they watched the ads.

The study answers the following questions:

• Does contextual targeting improve the consumer experience?
• When consumers are in different mindsets, do their brains interpret the ad differently?
• Does placement alongside contextually relevant content make ads work harder against brand KPIs?
• What types of contextual targeting are most effective, if any?

Interested in learning more? Download the full report below to dive into the results. Or, you can follow a more visual narrative with the link below.

Download the full Power of Relevance deck here.

Or, walk through a visual narrative here.

YuMe and IPG Media Lab Evaluate the Impact of Digital Video Ad Lengths

March 8, 2016

Research Test Ads Provide Insights Regarding What Ad Lengths Work Best Across Device and Location

Click here to download the full report.

Shifts in the way people consume video content are changing how marketers strategize about video advertising. Increased consumption of snack-sized content, for example, has made shorter video ad formats more popular. Concurrently, longer video ad formats have become increasingly prevalent as marketers start to invest in custom content created for digital platforms. While marketers are clearly experimenting with new video ad lengths, they are faced with increasing complexity about what works most effectively.

To help address these questions, today, YuMe, Inc., the global audience technology company powered by data-driven insights and multi-screen expertise and IPG Media Lab, the creative technology arm of IPG Mediabrands, unveil our latest joint research, addressing the effectiveness of different video ad lengths, looking at micro and longer form ad formats, devices and consumer perspective. Key findings include:

  • Ads perform differently based on length – developing a creative length strategy is imperative for success
  • Micro ads have a leg up on smaller screens, where video takes up 100% of screen real estate and short content is the norm
  • Having grown up with short form content, millennials respond best to micro ads, and also tend to see them as higher quality and more enjoyable than older consumers do
  • Shorter ads can serve as a quick reminder of established brands to drive top-of-mind awareness and longer ads can be employed to educate about a new brand
  • While every device performs differently, the 15 second mark is the shortest amount of time for making an impact on persuasion metrics


Download the full report