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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...
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...
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...
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...
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...
Why the first 30 frames are the most critical in a video campaign
Nike’s incredible and epic two-minute commercial starring Colin Kaepernick won the 2019 Creative Emmy in September, marking another accolade this year for a high-profile commercial running more than a minute. It’s evidence that, while...
Evaluating TV’s Enhanced Role In A Full-Funnel Environment
The lines are blurring between TV’s role as a high-reach, long-term brand builder and a short-term targeted sales activation platform due to the growth of addressable TV households. According to the Video Advertising Bureau (VAB), 54% of...
MediaScience Launches New Division HARK Connect
Austin, TX, January 29, 2020 HARK Connect, a division of MediaScience, advances qualitative research to take advantage of digital technology harnessing control over information and enhancing the total experience for clients, moderators...
Understanding the impact of short-form ads
Shorter form ads can at least match the performance of 15-second commercials on various important metrics for brands, according to a paper published in the Journal of Advertising Research (JAR). The analysis was written by Duane Varan...