Multi-Platform Messaging: The Medium Matters

Theresa Treutler, Brian Levine and Carl D. Marci

Advances in technology and a growing number of media platforms enable people to vary their media consumption experience more than ever before.

Multi-Platform Messaging: The Medium Matters

Theresa Treutler

Television Bureau of Canada

Brian Levine and Carl D. Marci

Innerscope Research, Inc.

INTRODUCTION

Advances in technology and a growing number of media platforms enable people to vary their media consumption experience more than ever before. Each new platform also offers marketers more messaging outlets and new gateways to the eyes, ears, and emotions of their target consumer.

The Television Bureau of Canada (TVB) partnered with Innerscope Research, Inc. to use biometric research techniques combined with eye-tracking data to compare the unconscious emotional responses prompted by ads placed in the television...

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