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The Benchmark Series

While some advertising platforms may seem more cost-effective, are they actually delivering on the metrics that matter? The Benchmark Series shows you how to make the most of your media spend to drive business growth.

About The Benchmark Series

Leading academic Professor Karen Nelson-Field, a Professor of Media Innovation at The University of Adelaide, conducted The Benchmark Series, an independent, large-scale in-home study that explores how Australians really engage with advertising across different platforms and devices.

Utilising bespoke technology that employs artificial intelligence (AI) and machine learning, more than 5,000 Australians were observed viewing in excess of 25,000 advertisements for 60,000 different brands.

Using eye tracking software on people’s own devices – be that a TV, PC or mobile phone – the study was able to determine which ads people were looking at. After they saw the ads, survey participants were funnelled through a discrete choice modelling exercise that replicated the experience of being in a store. The research used the well-established metric of short-term advertising strength or STAS.

Five tranches of the Benchmark research have now been conducted:

  1. Viewability
  2. Emotions and Advertising
  3. Video Advertising on Mobile
  4. Memory Decay
  5. Cross Screen Effects

To learn more about The Benchmark Series methodology watch the introductory video.

The Benchmark Series: Cross Screen Effects

Facts & Stats / The Benchmark Series

The Benchmark Series: Cross Screen Effects

The results from The Benchmark Series have consistently demonstrated that the superior screen coverage and viewability of TV drives greater attention and delivers higher sales impact than social video, irrespective […]

The Benchmark Series: Overview

Facts & Stats / The Benchmark Series

The Benchmark Series: Overview

Five tranches of the Benchmark research have now been conducted and before you sit down to nut out your media spend, here’s what you need to know.

The Benchmark Series: Viewability

Facts & Stats / The Benchmark Series

The Benchmark Series: Viewability

As part of The Benchmark Series, ThinkTV commissioned Dr Karen Nelson-Field, a Professor of Media Innovation at The University of Adelaide, to conduct an independent, large-scale in-home study into how Australians really engage with […]

The Benchmark Series: Emotions and Advertising

Facts & Stats / The Benchmark Series

The Benchmark Series: Emotions and Advertising

Does emotional advertising boost advertising effectiveness?

The Benchmark Series: Video advertising on mobile

Facts & Stats / The Benchmark Series

The Benchmark Series: Video advertising on mobile

The mobile tranche of The Benchmark Series from Professor Karen Nelson-Field compares the awareness, coverage and, most importantly, the sales impact of TV, Facebook and YouTube video advertising delivered via […]

The Benchmark Series: Memory Decay

Facts & Stats / The Benchmark Series

The Benchmark Series: Memory Decay

In “Advertising Effectiveness: The Long and the Short of it”, Les Binet and Peter Field showed that advertising works in two ways; in the short term to drive sales amongst […]