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Brand safety: the effects of controversial video content on pre-roll advertising

Brand safety: the effects of controversial video content on pre-roll advertising

Newspapers have reported instances of famous brands’ ads running as pre-rolls to terrorist videos on YouTube. Subsequent brand safety fears have led to advertisers pulling their YouTube ads. This study, a lab experiment, tested the effects of program quality and content—particularly violent, sexual or extremist content—on pre-roll ads.

TV Advertising: Best Measures of Attention To Creative Tactics

TV Advertising: Best Measures of Attention To Creative Tactics

Attracting attention is a common goal for advertisers, but there is limited knowledge about how best to measure attention. Measuring attention to advertising is a complex task because there are different types of attention, tapped by different measures, that likely are more or less sensitive to varied attention-getting creative devices.

How TV sponsorship can help television spot advertising

How TV sponsorship can help television spot advertising

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.

Viewing time as a cross-media metric: Comparing viewing time for video advertising on television and online

Viewing time as a cross-media metric: Comparing viewing time for video advertising on television and online

The Media Rating Council recommends weighting advertising exposure by viewing time. Prior research shows viewing time has diminishing returns, implying that effectiveness equivalent to a 100% complete exposure could be achieved by a lower threshold. Results from four laboratory experiments, extending prior banner-ad research to dynamic video ads, suggest 75% viewed is a potential threshold.

The effectiveness of various video ad-choice formats

The effectiveness of various video ad-choice formats

Audiences are hostile to advertising on the Internet, so ad-supported video streaming services have experimented with new interactive formats to make viewers more receptive to advertising. This lab study investigated explanations for the effectiveness of one of these new formats, advertisement choice, and potential variations of this format.

The Effects of Commercial Length On Advertising Impact

The Effects of Commercial Length On Advertising Impact

What short advertisements can and cannot deliver. MediaScience is the leading provider of lab-based audience research, incorporating a range of neuro-measures including biometrics, facial expression analysis, eye tracking, EEG, and more. With state-of-the-art labs in...

A humor typology to identify humor styles used in sitcoms

A humor typology to identify humor styles used in sitcoms

MediaScience is the leading provider of lab-based audience 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...

StreamPulse Partners for In-Home Neuro Measure

StreamPulse Partners for In-Home Neuro Measure

StreamPulse, the in-home division of Texas-based neuromarketing researcher MediaScience has teamed up with neurometric equipment manufacturer Shimmer to develop StreamPulse Neuro, a system for measuring consumers' emotional response in a natural viewing environment....