Consideration as media KPI?

10/20/2021 in Craft

As a researcher and someone who loves numbers, Tobias Schwarz, Director of Crossmedia Redbox, is glad that concrete goals in brand communication have long been standard practice. However, he is always surprised about one particular media task: increasing consideration. In this article, he explains why brand relevance is not something you can outsource to your…

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Tobias Schwarz

Director Brand Analytics
Düsseldorf

Tobias Schwarz knows from many years of experience that truth in advertising effectiveness research is only a relative concept and that there is never just one solution. After his studies in sociology, psychology and political science as well as an additional Master of Science Marketing in England, he spent several years on the agency side working on the analysis and presentation of marketing mix modeling studies for various national and international companies. As the Munich native wanted to think outside the box, he joined the Crossmedia Redbox team in 2016.

Since June 2018, Tobias has been heading the advertising impact research division at Crossmedia as Director Brand Analytics. There, he drives a more comprehensive approach from classic brand and ad tracking, to advertising media testing, target group analysis and marketing mix modeling.

For the passionate hobby cook, #XMVoice means "not just working through things to get them done, but questioning everything again and again."