At Nielsen, we want to be able to evaluate how consumers react and respond to various forms of media content and advertising. And we’re constantly looking to broaden our ability to do so. That’s why we’re excited to announce our strategic partnership with Time Warner Inc. over a three-year period to integrate some of our leading consumer neuroscience technologies into the Time Warner Medialab in Manhattan. Through this partnership, Nielsen will bring enhanced facial coding, behavioral coding and EEG technology to the lab, which is already a state-of-the-art facility generating valuable insight into consumer behavior for marketers and advertisers.
The strategic partnership will build on the Medialab’s existing neuroscience capabilities, including biometric and eye-tracking technology, allowing Nielsen, Time Warner and the industry at large to capture a wide variety of engagement measures to simulate viewing and purchase experiences. The new engagement research will include a simulated living room environment and a usability lab that will allow small groups and individuals to engage and react with content and advise researchers on their opinions. Together, these tools will deliver a comprehensive look at what motivates and engages consumers, and will help determine if marketers are addressing their individual challenges.
“Today’s increasingly cluttered landscape demands technologies and insights that optimize advertising creative to ensure it breaks through,” said Lynda Clarizio, President, U.S. Media, Nielsen. “Our strategic partnership with Time Warner benefits the industry at large by providing an integrated testing facility that advances the understanding of media content and improves advertising effectiveness. Our Consumer Neuroscience division is a critical piece of Nielsen’s testing capabilities.”
This isn’t the first time Nielsen Consumer Neuroscience and the Time Warner Medialab have joined forces. In fact, the pair have previously worked on many research projects together, ranging from sponsorship integrations, distracted viewing and co viewing, multiple screen studies, custom content, and VOD and SVOD streaming. These previous research initiatives have spanned a variety of industries, including technology, entertainment, CPG and quick-service restaurants. The lab will also include a new dedicated space for testing virtual reality.
“Through this exciting strategic partnership between Nielsen and the Time Warner Medialab, brands will be able to go far deeper than consumers’ verbal responses to better understand what motivates their behavior,” said Carl Marci, Executive Vice President and chief neuroscientist, Nielsen Consumer Neuroscience. “They’ll be able to study how advertising integrates and engages across platforms to ensure successful creative—before that creative ever hits the market.”
This strategic partnership allows Nielsen and Time Warner to give marketers exactly what they want—insights into consumer engagement throughout the entire consumer journey, allowing them to plan for the future.
The Medialab opened in 2012 and is located in the Time Warner Center in Manhattan.