NEWS & INSIGHTS
Our Impact
The Effects of Commercial Length On Advertising Impact
The Effects of Commercial Length On Advertising Impact What Short Advertisements Can and Cannot Deliver Duane Varan, Magda Nenycz-Thiel, Rachel Kennedy, Steven Bellman DOI: 10.2501/JAR-2019-036 Published 1 March 2020 TLDR: Ad Duration Effects - :06 Ads Deliver 60% of...
Seeking the Moment of Ad Impact on Mobile
Seeking the Moment of Ad Impact on Mobile - The Relevance of Time in Viewability Standards - 2016 TLDR: Mobile experiences only require .5 of a second exposure to have ad recall effects. Most advertisers have the same question: do my digital ads have the opportunity...
Correctly Identifying In-Market Success
Correctly Identifying In-Market Success TLDR: Biometric, Eye tracking, and Facial Coding Data combined can better identify in-market success. In this collaborative study between Mars, the Ehrenberg-Bass Institute and MediaScience, our experimental design paired sales...
The 2016 Presidential Debate
The 2016 Presidential Debate What People Say is Often Different from How They Feel TLDR: Self-Report Data is often very limited and biometrics sometimes tell a different impact story. Understanding this limitation is critical in high importance situations - such as a...
Intro to CASE STUDIES
Over the past 12 years, our team has worked with some of the most innovative and successful companies in over 500 custom, unique studies. We have test more than 50 new ad models over the years and are recognized in the industry for our work in new ad formats. Much of...
Understanding the role of short-form ads
NEW YORK: Short-form ads that last approximately six seconds offer distinct benefits for brands, but should be used as part of a “portfolio” with more traditional, longer formats. Duane Varan, CEO of research firm MediaScience, made these recommendations during a...
TV Fans Stream Video to Escape Ads. Madison Avenue Is Racing to Catch Up
Watch Showtime for hours, and you’ll see such high-quality dramas as “Homeland,” “Ray Donovan” or “Shameless.” Commercials, however, have never been part of the deal. Nor are they the main attraction at streaming-video hubs, where consumers expect high-quality...
Comscore and MediaScience Announce Strategic Partnership for Industry Thought Leadership Studies on Cross-Platform Advertising
RESTON, VA, June 24, 2019 - Comscore, a trusted currency for planning, transacting and evaluating media across platforms, and MediaScience, a global leader in scientific, lab-based measurement of consumer interaction with media and advertising, are joining forces to...
Finding Out What Voters Really Think About Presidental Debates
With the 2020 presidential campaign season underway, a new cycle of debates has been set in motion — complete with perpetual analysis as to what transpired in each. But the accuracy of polls and post-debate surveys are limited by their dependence on voters’ stated...
YouTube Is Bringing Its Most Prominent Ad Product, The Masthead, To Smart TV Screens
YouTube is bringing its most high-impact ad product — the Masthead — to viewers who consume content on their smart television sets. The format was previously only available on mobile and desktop devices. The Masthead, a video ad that spans the full width of the top of...