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:
