Time Warner Inc. signs on Nielsen as strategic partner for Medialab Research
NEW YORK, NY – April 5, 2016 — 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.
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.