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

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

How can a brand remain human in a digital world?

Some commentators estimate that by 2020, 85 per cent of buyer-seller interactions will happen online through social media and video*. That’s only two years away, and pertinent for any marketer.

James Kyd

Global head of brand strategy and marketing, Xero

https://bit.ly/2qLgzmR Transform your life a proven digital blueprint

Okitoi Steven

How this banking group tackled a digital marketing transformation

Read more

Its great to hear that companies including JCDecaux, oOh!media, Omnicom and Posterscope Australia have all partnered with Seedooh inorder...

Blue Mushroom Infozone Pvt Ltd

Out of home advertising companies strive for greater metrics and transparency

Read more

Much ado about nothingAnother fluff piece around what it could possibly do rather than what it is doing

gve

How AMP is using AI to create effortless ‘experiences’

Read more

is it true that Consumer expectations are also changing as a result. If we trust someone with our data there is also an expectation that ...

Sunita Madan

Society will decide where digital marketing takes us next: Oracle

Read more

This Blog is Very interesting to read and thank you for sharing the valuable information about Machine Learning. The information you prov...

johny blaze

What machine learning has done for the Virgin Velocity program

Read more

Latest Podcast

More podcasts

Sign in