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
In this latest episode of our Conversations over a Cuppa with CMO series, we catch up with Jane Power, who stepped into the director of marketing and transformation role at GenesisCare in April 2020.
Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.
Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.
At a time of uncertainty and economic hardship, customer retention takes on much greater importance. CX Lavender’s Linda O’Grady examines the big grey area between ‘all’ and ‘best’ customers when deciding who is worth fighting for and how.
looking for the best quality of SMM Panel ( Social Media Marketing Panel ) is a website where People Buy Social Media Services Such as Fa...
Kavin kyzal
How to manage social media during Covid-19
Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...
Pierce Fabreverg
Study: Gen Z are huge opportunity for brands
Thanks for sharing. You might want to check this website https://lagimcardgame.com/. An up and coming strategic card game wherein the cha...
Pierce Fabreverg
Board games distributor partners with Deliveroo in business strategy pivot
Such an important campaign, dyslexia certainly need more awareness. Amazing to see the work Code Read is doing. On the same note we are a...
Hugo
New campaign aims to build understanding around scope and impact of dyslexia
Great Job on this article! It demonstrates how much creativity, strategy and effort actually goes to produce such unique logo and brandin...
Pierce Fabreverg
Does your brand need a personality review? - Brand vision - CMO Australia