ThinkTV and Dr Nelson-Field partner up on AI-powered lab

New Smart Lab will tap machine learning and vision technology to investigate the true performance of TV advertising

ThinkTV has joined forces with noted media academic, Professor Karen Nelson-Field, on a new Smart Lab that will tap artificial intelligence technologies to help improve the way TV advertising performance is gauged.

The new ThinkTV Smart Lab will be directed by Nelson-Field, who is a professor of media innovation at the University of Adelaide and CEO of the new research joint venture, Media Intelligence Co. The lab will kick off a two-year research program aimed at helping advertisers and media agencies get the best out of TV by providing technology-driven evidence and clarity around multi-platform advertising.


Dr Nelson-Field said where existing knowledge is dated, or in areas where insights don’t yet exist, the lab will use machine learning and new computer vision technology to remove human error and bias.

The purpose-built lab is being funded by ThinkTV, the TV industry’s new research and marketing firm, but will be oversee by committed including ThinkTV representatives and broader industry partners including marketers and media buyers. Its initial findings are due to be presented at the body’s ReThinkTV marketing forum in Sydney on 30 November.

Dr Nelson-Field has worked with a number of high-profile brands on media optimisation, including Mars, Unilever, Google and Unruly/News Corporation. She also previously worked for the Ehrenberg-Bass Institute for 10 years.

“We decided to call it a ‘smart’ lab due to the fact that smart technology, and in particular, artificially intelligent measures, will operate as the foundation of all research methodologies,” Dr Nelson-Field said. “Plus every output of the lab will be based on smart empirically grounded evidence, not transient case study type best practice.”

ThinkTV CEO, Kim Portrate, said there has never been a more important time for the media industry to take measurement and effectiveness of video advertising seriously.

“Our partnership with MIC shows just how serious Australia’s TV industry is about it,” she said. “The lab’s findings will play an important role in evaluating TV’s credentials for advertisers who are under more pressure than ever to spend their dollars efficiently and effectively.”

The lab will also support several internships for undergraduates from the University of Adelaide, a move aimed at fostering new talent in the marketing and media sector.

Last month, ThinkTV also announced a new $1 million study into quantifying the value and return on investment for TV advertising.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Or
Error: Please check your email address.
Show Comments

Blog Posts

The great unlearning: How brands can assist with the adoption of voice

Mainstream adoption of voice technology will be all about what consumers are learning not to do.

Ash Mustchin

Director, digital and experiences, Principals

Why getting intimate is key to creating a great customer experience

According to CMO’s State of the CMO 2017 research, 83 per cent of CMOs believe customer experience to be central to their role. An interesting stat considering few of us experience great brand experiences.

Pip Stocks

CEO and founder, BrandHook

Creating the ultimate customer-centric environment in 2018

All businesses today that are serious about being successful have adopted a customer-centric environment.

Katja Forbes

Founder and chief, sfyte

'to lesson screen time'LOL someone needs a lesson on how to lessen typos.

Andrew Ward

Golden Circles invests in content play to drive brand purpose

Read more

Hey Nadia, interesting read. We have all read about what your chatbots should offer or have but haven't came across with anything about w...

Ashish K Jain

What not to do when building chatbots and voice-based brand interactions

Read more

There are some many other great solutions compared to the ones you listed here. Our clients left some of those and switched to MARA (getM...

Alexandru Rada

CMO's top 10 martech stories for the week - 9 June

Read more

Charming Shane. You know this is a public forum, right ?

Peter Strohkorb

​CMO Interview: Why aligning sales and marketing drives innovation at Konica Minolta

Read more

I agree customer intimacy is a great way of creating better customer experience. Especially in the Insurance and Financial industry. Her...

Jessicalopez1989

Why getting intimate is key to creating a great customer experience and optimising customer value

Read more

Latest Podcast

More podcasts

Sign in