ThinkTV has commissioned an independent laboratory to carry out cutting-edge research into the performance of TV advertising in partnership with leading international media academic professor Karen Nelson–Field and Media Intelligence Co.
The laboratory’s forthcoming two-year research program will help advertisers and media agencies get the best out of TV by providing robust evidence and greater clarity about how multiplatform TV advertising delivers business results.
The ThinkTV Smart Lab is directed by Karen Nelson-Field, professor of Media Innovation at the University of Adelaide and CEO of research joint venture, Media Intelligence Co. (MIC).
The purpose-built facility will examine TV’s impact on brand and advertiser performance and will use artificial intelligence technologies to remove human error and bias.
It is funded by ThinkTV but remains independent to ensure research rigour and credibility. It will comprise an oversight committee that will include ThinkTV representatives and broader industry partners, including marketers and media buyers.
“There has never been a more important time for the media industry to take the measurement and effectiveness of video advertising seriously and our partnership with MIC shows just how serious Australia’s TV industry is about it,” said ThinkTV chief executive Kim Portrate.
“The outcomes from the Smart Lab, the first of which Karen will present at our ReThinkTV marketing forum on November 30 in Sydney, will give marketers and media buyers new and retested evidence on which to determine the efficacy of multiplatform TV advertising.”
Professor Nelson-Field has carried out work with a diverse range of clients including Mars, Unilever, Google and Unruly/News Corp. She previously worked for University of South Australia’s Ehrenberg-Bass Institute for 10 years after a marketing career in the commercial sector.