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.