One of ThinkTV’s goals it to look for ways to improve outcomes from your media plans. With five tranches of The Benchmark Series conducted over the last seven years, we have now added a sixth edition that deep dives on Cross Channel Impact.
1. Viewability
2. Emotions and Advertising
3. Video Advertising on Mobile
4. Memory Decay
5. Cross Screen Effects
6. Cross Channel Impact
In association with Macquarie University and Kantar Research, the latest findings from the series investigate how media work together and how certain media are crucial for others to be effective.
Get a copy of the latest research on Cross Channel Impact
Previous research was conducted with leading academic Professor Karen Nelson-Field, a Professor of Media Innovation at The University of Adelaide, and included 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.
