2024 AudiencexScience - Accepted Industry Papers

2024 Accepted Industry Papers

The Board of Curators rigorously reviewed submissions and chose the most pivotal work to be presented at AUDIENCExSCIENCE.

A Clean Room Incrementality Experiment - An Indeed Case Study

Clean Room experiments allow high validity audience tests, while keeping user data private and anonymous.

AI Driven Video Formats Drive Results for Brands

YouTube AI campaigns drive more efficient in-campaign metrics, and also deliver better outcomes (sales).

Aligning with Rituals: The Contextual Foundation of Audio

The importance of aligning audio ads with consumer rituals for more effective campaigns.

Attitudes Towards Inclusivity in Advertising: A Twelve Country Study

Diversity and inclusion in advertising: how different groups view their representation across twelve countries.

Best Practices for Multilingual Campaigns

Delving into the role of language in cultivating deeper connections with multilingual audiences.

Business Outcomes in Advertising Powered by Machine Learning

Modern ML frameworks allow for a greater ability to measure advertising outcomes on observational data.

CTV Ads: Viewer Attention & Brand Metrics

AI-enabled contextually targeted ads attract and hold consumer attention in Connected TV.

EEG Illuminates Social Media Attention Outcomes

Using eye tracking, neuroimaging, and psychological content coding to study social media attention.

Emotional Drivers of Long-Term Effectiveness of YouTube Ads

Multimodal research project that unveils the emotional drivers of long-term brand effects though advertising.

Evidence-Based Social Media Advertising: Two Field Experiments

AI does not beat evidence-based media principles for social media (… at least not yet)!

Evaluating Attention Metrics and their Impact on Business Outcomes

Oracle Advertising evaluates attention quality in terms of expected business outcomes.

Face Verification As Real-Time Solution For Survey Quality

Face Verification guarantees the best possible panel quality as well as fraud, duplicates, and bot detection.

How Co-viewing and Other Factors Impact Viewer Attention to CTV

Co-viewing increases ad attention and viewers are more likely to co-view CTV content over linear.

How Streaming Release Models Impact Viewing Behaviors

Streaming platforms that release bingeable shows have an edge on audience retention and engagement.

How We Watch: Examining the Shifting Trends in TV Habits

Half of U.S. consumers spend more time selecting content than watching it.

Industry In Progress: Unlocking The Power of Inclusive Advertising

Research study to help marketers build their inclusivity IQ, achieving true diverse representation in advertising.

Intent and Impact: A new measurement for DEI

Measuring audience perceptions of DEI and the drivers of authenticity in TV and film.

Linear vs. Streaming: Current State of Creative and Media

Characteristics and trends of streaming vs. linear use: ad types, R/F, investment by campaign types.

Mapping the Impact: When, How and Why TV Commercials Work Best

Discover how the creative style of commercials is linked to usage situations and advertising impact.

Measuring Attention and Outcomes for Audio Advertising

An industry-first project measures attention to audio ads compared against other media formats.

Media Measurement for Brand Growth

Many of the existing media metrics in use are problematic for brand growth.

Neuro: TV Brand Attraction Advantage Over Digital

TV costs less than digital per attentive second and per brand attraction stored memory.

OOH Measurement’s Game Has Changed

A shift in how brands use out of home to meet consumers throughout their journey and reposition OOH’s value and role in the marketing mix.

Optimizing Big Data + Panel Measurement through Calibration

New TV methodology unlocks full potential of big data through panel calibration.

Rough Waters? Downstream Effects from the Transition to Streaming Via Smart TVs

The rising tide of smart TV streaming, and so are its downstream effects on audience and industry.

The Impact of Co-Viewing on Attention to Video Advertising

Co-viewing reduces ad-effectiveness, a factor which should weigh in media planning models.

The Power of AI for Effective Advertising in an ID-Less World

Artificial intelligence powered targeting and measurement unlocks incremental opportunities for marketers in an ID-less world.

The Power of Radio Through the Lenses of Emotional Engagement

Radio is an effective medium to engage consumers and deliver strong advertising results.

The Value of Attention is Nuanced by the Size of the Brand

Big and small brands need different types of attention to achieve outcomes: one second of attention works differently for both.

Tune-In to Discover What is Making Audiences Tune-Out

Better understand the viewer experience to optimize ad performance and maximize impression value.

Viewer Pre-Dispositions to Seeing an Ad in an Unexpected Language

Is ad language an obstacle to viewer comprehension, or is it an invisible fence?

To further, through research, the scientific
practice of advertising and marketing