MediaScience is the leading provider of lab-based media and advertising research, incorporating a range of neuro-measures including biometrics, facial expression analysis, eye tracking, EEG, and more. With state-of-the-art labs in New York, Chicago, and Austin, MediaScience is discovering actionable insights in advertising, technology, media, and consumer trends.
Dr. Duane Varan, the global authority of neuromarketing research, founded Audience Labs (formerly the Interactive Television Research Institute) during his tenure at Murdoch University in Perth, Australia, in 2001. In 2005, he launched the Beyond : 30 Project, a consortium exploring the changing media and advertising landscape, and in 2008, he was approached by Disney Media Networks to set up a dedicated custom research lab on a broader scale – and so MediaScience was born. Though he officially left Murdoch in 2015, he continues to maintain some research links with the University of South Australia and has been widely recognised for his innovative contributions to teaching and the neuromarketing industry as evidenced by a long list of awards and over 90 published academic papers in his field.
Below is an abstract from one of his papers about The effectiveness of advergames compared to television commercials and interactive commercials featuring advergames from the journal of Computers in Human Behavior.
Advergames played on computers can be persuasive forms of advertising, especially when players are highly involved or experience telepresence (“being there” in the game). But 30-s TV commercials also deliver high levels of telepresence. Online-video interactive TV commercials, which can combine a TV commercial and an advergame, potentially deliver double the effectiveness of either form of advertising by itself. This study compared the effectiveness of advergames played on a PC to normal 30-s TV commercials, and also to interactive commercials enhanced with advergames. The results show no differences in telepresence, and therefore no differences in persuasive effect, measured by brand attitude, across these three ad types. Implications for advertisers and for future research are discussed.
The effectiveness of advergames compared to television commercials and interactive commercials featuring advergames, Computers in Human Behavior, Steven Bellman, Anna Kemp, Hanadi Haddad, Duane Varan,Journal Of Computers in Human Behavior Volume 32, 2014, Pages 276-283, ISSN 0747-5632
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