Nielsen Becomes Strategic Partner For Medialab

Time Warner has signed up Nielsen as a strategic partner for its Medialab. The partnership builds on Time Warner’s Medialab’s existing neuroscience research — including biometric and eye-tracking technology, enhanced facial coding, behavioral coding and EEG technology.Medialab, which began in 2012, generates data on consumer behavior for marketers and advertisers. Nielsen can now access engagement metrics for viewing and purchase experiences. Nielsen already has its own biometric and neuroscience measuring efforts — including its Nielsen Consumer Neuroscience unit. Previously, Nielsen and Medialab worked together on various subjects, including distracted viewing, event-based viewing (sports and awards ceremonies); over-the-top platforms and ad exposure; of multiple screens studies for advertising during the Super Bowl and NCAA sponsorships. The two companies have also examined youth-based media (including toys, retail, video games, and entertainment); custom…


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