MUMBAI: US broadcaster Fox has extended its two-year partnership with Innerscope Research through which the network provides advertising clients with biometric engagement measures for on-air and cross-platform promotions.
It has introduced a new Innerscope model for understanding advertising and content effectiveness in an evolving media landscape. Innerscope’s Brand Immersion Model, introduced at MediaPost’s Digital Out-of-Home Forum, is a new framework based on the unconscious measures of emotion using biometrics, neuroscience and eye tracking. These are the foundations of an advertising research programme that Innerscope designed for FOX.
The broadcaster says that this model will not only provide advertisers with clearer insights and the tools to further evaluate the effectiveness of their creative placement in content, but will also provide the advertising industry with enhanced understanding of the unique roles of television and digital media in brand equity creation and conversion.
Fox president of sales Jon Nesvig says, “We’ve seen repeated confirmation through various ROI measures that television’s role in building brands and influencing other media is unequaled. With Innerscope, we hope to take our knowledge and the industry’s understanding of the science behind consumers’ connection to media and brands further, and in the process, work with our clients to plan and utilize television and cross-platform promotions to their best effect.”
Innerscope’s Brand Immersion Model has been developed from four years of research into how consumers interact with content on different platforms. The model accounts for the complex intersection of environment, content engagement, screen size, platform approach and flexibility, as well as how these factors affect the creation of emotional connections to brands.
Fox has commissioned an industry-level study that leverages the model to examine the role of unconscious emotional response in branded entertainment, product integrations and creative optimisation across platforms.
Innerscope CEO and Chief Scientist Dr. Carl Marci says, “We’re excited to work with Fox to expand this framework, which helps to explain the complex media world in which we live on a conscious and unconscious level."
