Time Warner and Nielsen are partnering up to study how video content affects the actual hearts and minds of those viewing short-form video and virtual reality.
The three-year partnership between Time Warner and Nielsen will allow the companies to study how video content—both programming and advertising—registers with viewers at a subconscious level. By measuring eye-tracking, facial movement, heart rate and brain activity, Time Warner hopes to tap the technologies and research capabilities of Nielsen Consumer Neuroscience to better understand how consumers think and feel at a deeper level.
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