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Episode 09: Colleen Fahey-Rush (CRO – Paramount)

Colleen is a remarkable Legend who survived and thrived as MTV Networks evolved into Viacom, then Viacom-CBS and now Paramount. Colleen shares fascinating insights about bridging data science and consumer insights, Paramount Plus's global...

What Works Best When Combining Television Sets, PCs, Tablets, or Mobile Phones?

What Works Best When Combining Television Sets, PCs, Tablets, or Mobile Phones?

Advertising research often confounds device effects (e.g., television sets, radios, and personal computers) with communication format effects (e.g., respectively, video, audio, and Web sites). Across four experiments, this study documents empirical patterns of cross-device effects among television sets, PCs, iPods, and mobile phones.

Cultural differences affect interactive television advertising

Cultural differences affect interactive television advertising

Comparing results from the UK and the USA, this study shows that even subtle cultural differences between two very similar countries can affect new forms of advertising such as interactive television (iTV) commercials. The UK pioneered the mainstream use of iTV advertising, and now it is a mainstream advertising option in the USA on cable networks and online TV networks like Hulu.

Leading Authority on How Science is Changing Business

Leading Authority on How Science is Changing Business

Dr. Duane Varan discusses how neuroscience is changing business and AI’s growing role as a foundational technology in the world of marketing. He gives a deep dive on how AI and Machine Learning are rewriting the book on consumer research and provides informed predictions on how this will impact everything from advertising campaign creation to product development cycles.

Unlocking the “Reminder” Potential When Viewers Pause Programs

Unlocking the “Reminder” Potential When Viewers Pause Programs

The branded pause advertisement is a recently developed online television-advertising format that displays a full-screen still-image banner ad whenever a viewer pauses a streaming-video program. This study used a controlled lab experiment to compare the effectiveness of branded pause advertisements with normal online television advertisements.

The effectiveness of advergames compared to television commercials and interactive commercials

The effectiveness of advergames compared to television commercials and interactive commercials

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.

Episode 8: Bryon Schafer (SVP Research -Vevo)

Few leaders in our industry have the breadth of Bryon Schafer who has led research at organizations across the TV value chain: in advertising, broadcasting, distribution, platforms and even investment. Bryon shares fascinating insights...

BRAND MARKETING BLOG: Dr. Duane Varan Interview

BRAND MARKETING BLOG: Dr. Duane Varan Interview

The CEO of MediaScience, a lab studying marketing through neurology, talks with Colin Finkle about bringing scientific rigor to branding. Branding happens in the mind; our propensity to track reputations and use our experience with people...

Prominent Messages in Television Drama Switched at Birth Promote Attitude Change Toward Deafness

Prominent Messages in Television Drama Switched at Birth Promote Attitude Change Toward Deafness

The study at hand employed a pre- versus posttest experimental design to test the effects of television drama Switched at Birth on viewers’ attitudes toward deafness. This program tells the story of two teenage girls (one of whom is deaf) and their struggles to relate to their peers and families after discovering they were switched as newborns. Two hundred eleven female adults completed pre- and postexposure measures utilizing Cooper, Rose, and Mason’s (2004) Attitudes to Deafness measure, the items of which were categorized according to thematic dimensions.