NEWS & INSIGHTS
Our Impact

The Viewer Experience Lab: FreeWheel spearheads a new viewer-focused initiative in partnership with MediaScience
Ensuring quality experience for viewers throughout the current array of advertising channels has become paramount in the increasingly competitive ad marketplace. FreeWheel addresses the multiple issues regarding advertising outside of the traditional linear ad...

MEDIASCIENCE SAILS TO CANNES
MediaScience, the Leading Media and Advertising Innovation Research Firm, will be attending Cannes Lions International Festival of Creativity 2023! Exciting news! MediaScience, the top Media and Advertisers Innovation Research firm, is proud to announce our...

NHL to debut digitally enhanced dasherboards; virtual ads to replace traditional signage on arena rink boards
The NHL is debuting digitally enhanced dasherboards (DED) for all games this season that will "erase and replace" the advertising found on arena rink boards with virtual ads on broadcasts. The DED system allows for the digital replacement of camera-visible arena...

Wisdom From The Women Leading The AI Industry, With Elissa Moses of HARK Connect
Original article here. An Interview With Tyler Gallagher “Women need to set higher expectations for themselves and not limit their sights because they seem too lofty. Ask yourself “why not?” But you must be prepared to work really hard to go after your dreams and if...

MEDIASCIENCE CEO, Dr. Duane Varan, is awarded the 2022 ERWIN EPHRON DEMYSTIFICATION AWARD
ARF GREAT MIND AWARDS Dr. Varan ranks among the top 10 researchers in the world, in terms of peerreviewed publications, and is currently the only industry researcher to achieve this honor. He regularly publishes in top tier journals (including the Journal of...

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.

In Her Own Words: Elissa Moses brings AI, machine learning to focus groups
Ellen Sherberg, Bizwomen Contributor Aug 30, 2021, 10:17am EDT Read the original article here. As our communities reopen, women reflect on what the pandemic has meant to their families, colleagues, customers and communities. Technology innovation pioneer, branding...

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 and organizations to guide...

MEDIABRIEF: THE MASTER’S VOICE PODCAST – Dr Duane Varan, CEO-Founder MediaScience; ex director Disney Media & Advtg Lab
Original article: https://mediabrief.com/dr-duane-varan-mediascience-podcast-pavan-r-chawla-the-masters-voice/ This, the 37th episode of The Master’s Voice on MediaBrief.com features someone who’s in an area of advertising wherein consumer attitudes, opinions and...

The Mirror Review – Phillip Lomax: Pivoting Businesses into New Horizons with Neuromarketing
Over the years, neuroscience has emerged as a vital crux for market research studies. Neuromarketing techniques have become advantageous over regular market research as it helps marketers tap into the most important facets of marketing—emotions and motivations 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...
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 scurrying for answers to short...
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 U.S. TV homes can receive...
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 and facilities. The company...
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 (from research firm MediaScience)...