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Research papers

The Science Behind the Creativity

The combination of storytelling with technology has enhanced the impact and reach of the entertainment industry on local, regional and global audiences. The transformation of the entertainment industry has been driven by the emergence of emerging...

Catalogue: North America 2024 - Innovation
Author: Itzel Abigail Rivera Suarez
Company: Warner Bros
July 5, 2024

Research papers

Brands Deserve Better

This paper introduces the nativity-based view (NBV), a new approach that drives targetingeffectiveness and media ROI with US Hispanics. It draws from a linear acculturation model anddeconstructs it. At its core, the NBV challenges the Hispanic...

Catalogue: Dynamic. Diverse. Digital
Author: Jake Beniflah
Company: The Center for Multicultural Science
June 20, 2022

Videos

Driving business impact through digitization

Learn how PepsiCo developed a revolutionary new approach to pre-testing with Ada TV to unlock stronger prediction power to enable better, faster and stronger advertising development. 

Catalogue: Client Summit 2019- Autumn Edition
Authors: Kevin Evans, Laura Barber
Company: PepsiCo
October 3, 2019

Research papers

Touch and go

To better understand the effects of physical media, Canada Post and True Impact conducted research using Electroencephalography (EEG) and eye tracking. The researchers developed two integrated, non-branded campaigns with the same creative and...

Catalogue: Congress 2018
Author: Diana Lucaci
September 23, 2018

Videos

Touch and go

To better understand the effects of physical media, Canada Post and True Impact conducted research using Electroencephalography (EEG) and eye tracking. The researchers developed two integrated, non-branded campaigns with the same creative and...

Catalogue: Congress 2018
Author: Diana Lucaci
September 23, 2018

Videos

Research papers

Millennial mediavores

The authors? experience suggested that using traditionally broad mediagroupings could limit the effectiveness of a media recommendation. Thisis increasingly becoming of major concern as the media options for under24-year-olds flourish and the same...

Catalogue: ESOMAR Worldwide Advertising Conference 2000
Authors: Briar Harland, Alana Storey
November 1, 2000

Research papers

Does clutter degrade the media environment?

This paper analyses one aspect of the quality of the television environment - commercial clutter - and its effects on viewers. Despite an increasing preponderance of evidence that clutter has a negative effect on commercial effectiveness commercial...

Catalogue: New Monograph Series Vol. 7: Better Research For Better Media Decisions
Author: Debbie Solomon
August 1, 1999

Research papers

TvSpan

TvSpan a joint venture project between Meridian Broadcasting TSMS and Taylor Nelson Sofres has been in operation since March 1996 with 750 Superpanel homes in the Meridian ITV region equipped with TV setmeters in addition to the scanning equipment...

Catalogue: New Monograph Series Vol. 7: Better Research For Better Media Decisions
Author: Andrew Roberts
August 1, 1999