Time Warner Inc. Selects Nielsen as Strategic Partner for Medialab Research
April 05 2016 - 11:00AM
Business Wire
Time Warner and Nielsen to expand
neuroscience research of consumer media and ad consumption; Further
integrate Nielsen’s leading-edge neuroscience tools, technologies
and scientific methods into Time Warner’s world-class
Medialab
Time Warner Inc. today announced a three-year strategic
partnership with Nielsen and the Time Warner Medialab, a
state-of-the-art facility that comprises leading-edge technologies
and research techniques to generate valuable insight into consumer
behavior. The Medialab provides an unmatched ability to test
consumer engagement throughout the entire media-to-retail
experience.
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Nielsen has the largest portfolio of consumer testing technology
in the world and will leverage the Medialab’s advanced capabilities
to evaluate the intricacies around how the modern consumer reacts
and responds to various forms of media content and advertising. The
deal will build on the Medialab’s existing neuroscience
capabilities including biometric and eye-tracking technology and
bring enhanced facial coding, behavioral coding and EEG technology
to allow Nielsen to capture a wide variety of engagement measures
to simulated viewing and purchase experiences.
The goal of the strategic partnership is to reveal comprehensive
insights into the non-conscious and conscious aspects of the
consumer experience and decision-making process.
“Nielsen Consumer Neuroscience is a known leader in content and
advertising testing,” said Kristen O’Hara, Chief Marketing Officer,
Global Media, Time Warner Inc. “Integrating the technology and
expertise of Nielsen with the advanced research capabilities of the
Medialab will yield new insights that can be applied to our
business of creating, marketing and monetizing video content. We
expect to gain a clearer understanding of how media and advertising
can effectively reach and resonate with consumers today.”
“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.”
Marketers will have expanded access to the tools that deliver
the most complete picture of their consumers - in a lab that
replicates the most appropriate environment. Whether it’s a single
measurement technology or full integration of multiple
technologies, marketers will know they’re using the right tools to
address their individual challenges.
“Through this exciting strategic partnership with 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."
The Medialab opened in 2012 and is located in the Time Warner
Center in Manhattan. For more information please visit:
www.timewarnermedialab.com.
About Time Warner Inc.
Time Warner Inc., a global leader in media and entertainment
with businesses in television networks and film and TV
entertainment, uses its industry-leading operating scale and brands
to create, package and deliver high-quality content worldwide on a
multi-platform basis.
About Nielsen:
Nielsen Holdings plc (NYSE: NLSN) is a global performance
management company that provides a comprehensive understanding of
what consumers watch and buy. Nielsen's Watch segment provides
media and advertising clients with Total Audience measurement
services for all devices on which content — video, audio and text —
is consumed. The Buy segment offers consumer packaged goods
manufacturers and retailers the industry's only global view of
retail performance measurement. By integrating information from its
Watch and Buy segments and other data sources, Nielsen also
provides its clients with analytics that help improve performance.
Nielsen, an S&P 500 company, has operations in over 100
countries, covering more than 90% of the world’s population. For
more information, visit www.nielsen.com.
About Nielsen Consumer Neuroscience:
Nielsen Consumer Neuroscience is dedicated to delivering
unprecedented understanding of consumer decision making,
providing brands with insights essential to
making informed business and marketing decisions. With
the research industry’s most complete suite
of neuroscience based tools - often integrated
with traditional measures - Nielsen Consumer
Neuroscience offers unique insights based on both
non-conscious and conscious responses central to consumer
emotions and behaviors. We specialize in optimizing the
effectiveness of video advertising, digital advertising,
packaging and in-store elements, including the ability to test
in neuro-labs and in more natural
environments. Research is led by a team of 20 neuroscientists
and supported by a Science Advisory Board comprising members
from leading academic institutions. Our team has authored more
than 550 peer-reviewed articles and won more than a dozen
Great Mind Awards. With a patent portfolio that is the
largest in the neurotechnology industry and offices around the
globe, brands can deploy our
breakthrough methodologies virtually anywhere at any
time. For more information
visit http://www.nielsen.com/consumerneuroscience.
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version on businesswire.com: http://www.businesswire.com/news/home/20160405006321/en/
Time Warner Inc.Keith Cocozza212-484-7482orTime Warner
Inc.Catherine Mirra212-484-7439orNielsenBrendan
McCarthy646-654-8850Brendan.McCarthy@nielsen.comorNielsenBrigit
Hennaman646-654-8314Brigit.Hennaman@nielsen.com
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