Twitter, Magna, IPG Media Lab to Video Advertisers: Mix It Up

A new study showed that use of multiple formats was more effective than sticking with a single format

The test was conducted across six industry verticals and 136 different ad scenarios Twitter/Magna/IPG Media Lab

Should advertisers with fixed budgets spend more money on a single ad format, or should they spread their budgets across multiple formats? Twitter teamed up with Magna and IPG Media Lab on a study to answer that very question. David Cohen is editor of Adweek's Social Pro Daily.