Multi-Platform Messaging: The Medium Matters
Television Bureau of Canada
Brian Levine and Carl D. Marci
Innerscope Research, Inc.
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...