Articles

Our Impact

Why The Ad Industry Needs More Of A Collective Consciousness

Why The Ad Industry Needs More Of A Collective Consciousness

Article by Joe Mandese featuring Mediascience. Read the original article here. By now, it is little surprise that the programmatic advertising marketplace underwrites lots of nefarious activities, including various forms of ad fraud, organized crime, and a variety of...

Rising Stars: Elissa Moses for Women in Tech

Rising Stars: Elissa Moses for Women in Tech

“You must be able to adapt to change instantly without notice, find new solutions and dream big by imaging what may be possible and devising a plan to get there.” – Elissa Moses Read the original article here. Industry Leaders had the pleasure of interviewing Elissa...

Report: TV Has the Unique Ability to Make Memories

Report: TV Has the Unique Ability to Make Memories

Read the original article here. Download TV MAKES MEMORIES here. Comcast Advertising’s latest report, TV Makes Memories, highlights how ads in a TV environment have the unique ability to drive recall for viewers. This study, produced in partnership with MediaScience,...

How coviewing reduces the effectiveness of TV advertising

How coviewing reduces the effectiveness of TV advertising

In the present study – a naturalistic laboratory experiment – coviewing of TV commercials reduced their effectiveness (delayed proven ad recall) from 63%, obtained by single viewers, to 43%, for both coviewers. During coviewing, the ‘mere presence of another’ apparently distracts each coviewer’s attention from the screen

The Effectiveness of Branded Mobile Phone Apps

The Effectiveness of Branded Mobile Phone Apps

Mobile phone applications (“apps”) have generated substantial interest among marketers, primarily because of their high level of user engagement and the positive impact this presumably has on a user’s attitude toward the sponsoring brand. This study utilized a pre-test/post-test experimental design to determine whether using popular mobile phone apps affects brand attitude and brand purchase intention

Interactive TV advertising: iTV ad executional factors

Interactive TV advertising: iTV ad executional factors

This study examines over 500 campaigns from the first six years of interactive TV (iTV) advertising in the United Kingdom, the market with one of the world’s highest interactive digital TV penetration rates (90% of households). The study examines the effect on the interactive response rate of 96 executional factors in iTV ads.