NEWS & INSIGHTS
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.
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.
A recent study shows that TikTok ads drive strong brand recall and positive sentiment across various view durations. The study was conducted in partnership with MediaScience and shows that brands on TikTok are more memorable and perceived more positively than brands on competitive platforms.
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.
Think Premium Digital is an industry organisation designed to help marketers and their agency partners in the increasingly complex world of digital media. Think Premium Digital is a subdivision of the Premium Content Alliance.
The Benchmark Series, Australia’s largest cross-media advertising effectiveness study, proves definitively that advertising in premium media is more effective than run of the internet. Commissioned by ThinkPremiumDigital, The Benchmark Series has been overseen by Dr Duane Varan, CEO of audience research lab MediaScience.
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.
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....
PARTNER: ABC, Formerly Sears Case Study Brand Integrations are part of the future of advertising. Our work measuring brand integrations has impacted many TV and OTT Networks. What work has your network or brand done towards measuring...
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,...