What MediaAnalyzer does

MediaAnalyzer Advertising Research GmbH is a Hamburg, Germany-based online market research institute founded in 2003 by Dr. Steffen Egner and Dr. Christian Scheier. The company specializes in pre-testing the effectiveness of advertising materials across all media channels — TV/video, audio, out-of-home, print, online, packaging, and point-of-sale — for brand marketers, advertisers, and media agencies primarily in the German-speaking market, with international delivery via online panels. Core proprietary measurement technologies are AttentionTracking, which uses mouse movements as a proxy for visual attention and is validated against apparative eye-tracking (r>0.92), and EmotionTracking, which records second-by-second emotional responses to ads via continuous mouse input; these are combined with quantitative and qualitative online surveys across dimensions of impact, emotion, cognition, branding, and action. The portfolio includes channel-specific testing services (Spot.Analyzer, Audio.Analyzer, Poster.Analyzer, Print.Analyzer, Package.Analyzer, etc.), tracking products (Advertising Tracking, Brand.Tracking), expedited pretests (60Hours.Analyzer), and an AI-based offering (ad.brAIns).

The business operates primarily on a project-based professional services model with custom proposals, 50% deposit on order and 50% on delivery, complemented by recurring tracking subscriptions and commissioned published research studies. Go-to-market is direct sales-led via the website, phone, and email, supported by content marketing, webinars, trade show participation, and a small key-account management team. The company is privately held and founder-controlled, has been bootstrapped since inception (initial capital from competition prize money), and has no disclosed external funding; it operates from Hamburg headquarters with a New York regional office and representative offices in Europe and Southeast Asia, serving enterprise clients including Bayer, Ferrero, Ogilvy, The Economist, BurdaNews Group, BRITA, STRATO, and RMS Radio Marketing Service.

Name

MediaAnalyzer

Legal name

MediaAnalyzer Advertising Research GmbH

Website

https://mediaanalyzer.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

MediaAnalyzer is a Hamburg-based online market research institute that pre-tests advertising effectiveness across all media channels using proprietary AttentionTracking and EmotionTracking technologies, serving brand marketers, agencies, and brand owners primarily in the German-speaking market.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (54191), Other Services Related to Advertising (54189)

SIC

Services-Advertising (7310)

akta.pro primary industry

Brand & Advertising Research (Brand Health, Copy Testing, Campaign Effectiveness) (MPAAALAG)

akta.pro secondary industries

Audience Measurement & Media Research (Ratings, Attribution, Media Mix Insights) (MPAAALAM), Media & Audience Measurement Analytics (BPAHALAO), Ad Campaign Measurement, Reach/Frequency & Attribution (TV/CTV/Radio) (MPABAOAG), Radio Audience Measurement & Analytics (Ratings, Attribution) (MPAIAEAK)

Keywords

• Advertising effectiveness research
• Market research services
• Brand tracking studies
• Advertising pretesting
• Consumer behavior measurement

Headquarters

HQ city

Hamburg

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Advertising Pre-testing Services: Project-based fees for testing TV spots, audio ads, outdoor campaigns, print ads, online advertising, and point-of-sale materials. Pricing based on research proposal with 50% deposit upon order and 50% upon delivery of results.
2. Campaign Tracking Services: Ongoing advertising tracking and brand tracking studies measuring awareness, image, activation, and brand strength over time with regular measurement waves.
3. Brand Research Services: Brand positioning analysis, target group surveys, and concept testing services for early-stage marketing decisions.
4. Published Research Studies: Commissioned research studies on consumer behavior published as thought leadership content (e.g., Black Friday 2025 study with 1,721 participants).

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

MediaAnalyzer operates an online market research institute delivering advertising effectiveness research services. It combines proprietary non-verbal measurement methods — AttentionTracking (mouse-based visual attention tracking validated against eye tracking) and EmotionTracking (real-time emotional response measurement) — with quantitative online surveys to pretest, measure and optimize advertising across media channels including TV, radio/audio, out-of-home, print, online, packaging and point-of-sale. Deliverables include PowerPoint reports with KPIs, optimization recommendations and benchmark comparisons against 15+ years of accumulated industry data.

Product overview

MediaAnalyzer is an online market research institute and leading specialist for advertising effectiveness testing. The product portfolio is organized around three core proprietary technologies — AttentionTracking (mouse-based visual attention measurement), EmotionTracking (real-time emotional response measurement), and Online Surveys (quantitative/qualitative target group surveys) — which are combined and applied across different media channels and use cases. The core testing products include: Spot.Analyzer and Animatic.Analyzer for TV/video advertising; Audio.Analyzer (co-developed with RMS) for radio/audio; Poster.Analyzer and DOOH.Analyzer for out-of-home advertising; Print.Analyzer and Copytest for print and direct mail; Usability.Analyzer for digital/website testing; Package.Analyzer and Store.Analyzer for point-of-sale and retail; and Advertising/Brand Tracking for ongoing campaign measurement. Additional offerings include Concept.Analyzer for early-stage concept testing, CI.Analyzer for branding elements, 60Hours.Analyzer for expedited testing, and Target Group Surveys for custom research. Results are delivered as PowerPoint reports with KPIs and management summaries, including benchmark comparisons against an extensive database accumulated over 15+ years of advertising testing.

Differentiator

Problem solved

Functional benefit

Brands

• AttentionTracking: Interactive online-based method for measuring visual attention of target groups while viewing advertising media using computer mouse tracking.
• EmotionTracking
• Spot.Analyzer
• Audio.Analyzer
• Poster.Analyzer
• DOOH.Analyzer
• Print.Analyzer
• Usability.Analyzer
• Package.Analyzer
• Store.Analyzer
• Advertising Tracking
• Brand.Tracking
• Concept.Analyzer
• CI.Analyzer
• 60Hours.Analyzer
• ad.brAIns

Products and services

• Spot.Analyzer Comprehensive pre-testing service for TV commercials that measures emotional impact using EmotionTracking, surveys comprehension, activation and branding, and tests spots within real commercial breaks, providing second-by-second analysis of how commercials affect the target group.
• Animatic.Analyzer Testing service for animatics (preliminary stages of planned TV spots) that enables early-stage advertising impact assessment. Tests animatics within a special animatic advertising block and provides optimization recommendations prior to full spot production.
• Audio.Analyzer Audio advertising testing tool developed in cooperation with RMS that combines spontaneous emotional reaction measurement using EmotionTracking with standardized surveys. Tests audio spots within real commercial breaks and includes the Audio.Scores rating system for standardized comparison. Has become industry standard for audio spot pretesting with over 26,000 interviews and 155 audio spots tested.
• Poster.Analyzer Outdoor advertising testing that uses a virtual city tour (video citywalk) environment to test OOH campaign assertiveness and creative success. Combines AttentionTracking measurement with surveys on message comprehension, brand recall, and activation.
• DOOH.Analyzer Digital out-of-home advertising testing service that integrates campaigns into virtual city tours and measures perception with AttentionTracking. Tests whether digital campaigns with moving images are assertive and effective.
• Print.Analyzer Print advertising testing service that measures perception of ads, advertorials, mailings, flyers, catalogues and inserts using AttentionTracking in a print environment. Provides detailed surveys on branding, liking, comprehension, and activation.
• Usability.Analyzer Website testing service that measures visibility using AttentionTracking, usability and saleability. Uses scenario-based tasks and qualitative interviews (in studio) or quantitative tests (online with large sample sizes).
• Package.Analyzer Packaging test service that tests different packages on virtual shelves with AttentionTracking. Measures visual assertiveness and discoverability against competitors, with detailed surveys on impression, comprehensibility, and purchase incentives.
• Store.Analyzer Point-of-sale testing service that uses virtual store visits with AttentionTracking to test store presence, shop windows, and POS advertising. Provides analysis of customer engagement at the point of purchase.
• Advertising Tracking Campaign performance measurement service that tracks awareness for brand and campaign, activation performance and image values during and after campaigns. Includes a dashboard cockpit for monitoring key parameters and adjusting campaigns in real-time.
• Brand.Tracking Brand strength measurement service that tracks brand image and product positioning over time. Uses brand-funnel analysis and regression analysis to identify brand drivers and blockers, with recommendations for strengthening brand positioning.
• Concept.Analyzer Early-stage marketing concept testing service that checks concept quality and secures decisions before practical implementation. Uses concept selector where test persons can mark positive or negative aspects, with clustering to identify strengths and weaknesses.
• ad.brAIns AI-based advertising measurement tool for automated advertising testing.

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature5 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• RMS (Radio Marketing Service GmbH & Co. KG)coreStrategic or Co-development Partner · 1 January 2017Strategic co-development partnership for the Audio.Analyzer product, jointly created to set new standards for audio advertising pretests. Combines fast operationalization with in-depth analysis. The product has conducted over 26,000 interviews with 155 audio spots and established an industry-standard rating system (Audio.Scores). Partnership ongoing since 2017.
• DynataminorOthersOne of several panel providers used for online survey recruitment. Respondents are recruited through external online panels including Dynata.
• RespondiminorOthersOnline panel provider for respondent recruitment in survey studies.
• GapfishminorOthersOnline panel provider for respondent recruitment in survey studies.
• BilendiminorOthersOnline panel provider for respondent recruitment. Also mentioned as congratulations partner (Bilendi&respondi) in company anniversary messages.
• NorstatminorOthersOnline panel provider for respondent recruitment in survey studies.
• Dieter ReigberminorOthersEarly advisor who played a role in building online market research at Axel Springer Verlag. Provided early professional support during company's founding phase.
• University Research PartnersminorOthersCooperation with universities to continuously secure know-how advantage and maintain methodological leadership.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Realeyes: Tech-led competitor using webcam-based facial coding to measure emotional response to digital video and CTV ads. Comparable to MediaAnalyzer's EmotionTracking but with hardware-agnostic, mobile/CTV-friendly capture — addressing the format gap where MediaAnalyzer's mouse-based method is weaker.
• Amplified Intelligence: Australia-based attention measurement platform (Amplified Attention Rating) competing for the same attention-measurement category as MediaAnalyzer's AttentionTracking, with notable partnerships in market research and programmatic.
• neuroinsight (Neuro-Insight): Neuroscience-based ad effectiveness firm using EEG/second-by-second brain response measurement. Conceptually adjacent to EmotionTracking, with comparable real-time second-by-second measurement philosophy applied to advertising creative.
• Tobii Pro / Sticky: Eye-tracking technology provider that operates both as a hardware/methodology peer (eye-tracking is the gold standard against which MediaAnalyzer validates AttentionTracking) and through Sticky, an attention-measurement platform for digital video ads.

Broad incumbents

• GfK (Consumer Insights): Major European-headquartered market research group offering brand and advertising effectiveness modules that overlap with MediaAnalyzer's tracking and pretesting services, particularly relevant given GfK's strong DACH presence.
• Ipsos ASI: Ad*Graph, Next*TV and creative excellence solutions make Ipsos one of the largest direct competitors to MediaAnalyzer in advertising pre-testing and creative effectiveness research worldwide. Overlaps on survey-based and behavioral ad impact measurement across TV, digital, print and OOH.
• Research International / RI (now part of Ipsos): Listed for completeness as a historically comparable ad research firm absorbed into Ipsos; cited to highlight the consolidation trend in mid-market ad research that MediaAnalyzer could either resist or be exposed to as a strategic exit.
• Nielsen Consumer Neuroscience: Part of Nielsen's broader consumer insights portfolio that includes advertising effectiveness (e.g., Nielsen AdReaction). A scaled incumbent peer for brand and advertising research, with extensive panel-based reach MediaAnalyzer lacks.
• Kantar (Millward Brown): Global market research giant operating Kantar Link, the closest scaled ad pre-testing platform to MediaAnalyzer's Spot.Analyzer/Audio.Analyzer offering. Directly comparable on TV, digital and cross-media ad effectiveness measurement, with far larger geographic footprint and panel assets.

Direct peers

• System1 (formerly BrainJuicer): London-based ad effectiveness firm built around emotional, star-rating measurement of advertising creative — the closest conceptual direct peer to MediaAnalyzer's EmotionTracking, with comparable focus on emotional response and global brand advertiser client base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/mediaanalyzer_
• Facebookfacebook.com/MediaAnalyzer
• LinkedInlinkedin.com/company/mediaanalyzer-advertising-research-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MediaAnalyzer