ThinkTV is proud to announce the formation of an independent laboratory to carry out cutting-edge research into the performance of TV advertising, in partnership with leading international media academic Professor Karen Nelson-Field (pictured above) and Media Intelligence Co. The laboratory's forthcoming two-year research program will help advertisers and media agencies get the best out of TV by providing robust evidence and greater clarity about how multiplatform TV advertising delivers business results. The ThinkTV Smart Lab is directed by Karen Nelson-Field, Professor of Media Innovation at the University of Adelaide and CEO of research joint venture, Media Intelligence Co. (MIC). The purpose-built facility will examine TV's impact on brand and advertiser performance and will use artificial intelligence technologies to remove human error and bias. It is funded by ThinkTV but remains independent to ensure research rigour and credibility.

SYDNEY: Marketers are looking toward artificial intelligence (AI) to boost capability in measurement and targeting, according to an expert in the field. Karen Nelson-Field, Associate Professor at the University of South Australia and the author of Viral Marketing: The Science of Sharing, addressed this topic at the AdNews Media Summit in Sydney. And she outlined potentially significant opportunities for advertisers in the areas of viewability, ad avoidance, audience measurement and contextual programmatic targeting in real-time. While biometrics and similar technology have been used before to track people's responses to ads in a laboratory setting, Nelson-Field argued this is too removed from how people interact with advertising in real life. She suggested that the next step for marketers is in biometrics with vision AI behind it, a phase that will harness subconscious recollection and provide a more accurate picture of how consumers interact with advertising in real life.