Starcom MediaVest Group signs up for convergence research

Starcom MediaVest Group is partnering with research consultancy company Actual Customer Behaviour (ACB) to examine how advertising impact differs across household media platforms.

Starcom MediaVest Group: signs up for convergence research
Starcom MediaVest Group: signs up for convergence research

The research project, called 1-3-9 Media Lab, is currently supported by the BBC, Microsoft and Channel 4. It is investigating how consumption relationships vary between platforms such as on-demand services and live and time-shifted TV viewing.

The study follows a range of households and investigates their use of technology such as PVRs, mobile, VoD, IPTV and gaming.

The findings from the study, due in spring next year, will inform SMG's ongoing emerging media trends series, Emerging Spaces, of which its latest research 'Game Boy to Game Gran' focuses on the changing nature of gaming in the UK.

Stewart Easterbrook, CEO of Starcom MediaVest Group said: "Just as we've shaped our business to reflect convergence, leading our clients’ understanding of what this means for their audiences is crucial."

Simon Stanforth, group research director, Starcom MediaVest Group, said: "The 1-3-9 study moves our industry’s focus from recall to genuine, observed engagement and does it across both traditional TV planning parameters such as daypart and position in break, but also across platforms and screens.

"We're delighted to be the first media agency to have access to this data."

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose has joined forces with Channel 4 and produced a Saturday morning lifestyle and cookery programme called 'Weekend Kitchen with Waitrose', with TV presenters Lisa Snowdon and Steve Jones signed up to front it.

Share
Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

The Guardian reached more than 100 million monthly unique browsers for the first time in March, according to Audit Bureau of Circulations figures published today.

Share
Toyota achieves the impossible by calming angry Roman drivers

Toyota achieves the impossible by calming angry Roman drivers

Italians swearing and shouting while sitting behind the wheels of their cars and negotiating the busy streets of Rome could become a thing of the past if they all start driving Toyota's Hybrid vehicles, implies a short film for the car brand.

Share

Get news by email