Stanford Graduate School of Business to Participate
NEW YORK—July 11, 2012—Nielsen, a leading provider of information and insights into what consumers watch and buy, today announced the launch of the Nielsen Innovation Lab, a program designed to spur pioneering ideas and better, faster advancements in the area of advertising effectiveness. The Innovation Lab will incorporate assets from across Nielsen with external resources – from clients, industry groups and academia – to enhance understanding of the value of advertising activities across media platforms. Stanford Graduate School of Business has signed on as the first collaborator and will contribute creativity and academic rigor to Lab initiatives.
“Understanding the true value of advertising represents something of a holy grail for the industry, as we strive to provide metrics that accurately capture how an ad impacts a consumer’s short- and long-term brand perceptions and purchases,” said Scott McKinley [pictured, left], Executive Vice President, Advertising Effectiveness, Nielsen. “We are excited to work with Stanford and other collaborators through the Nielsen Innovation Lab to develop game-changing research and solutions.”
“In today’s fragmented and results-driven marketplace, the need to assign metrics to ad performance is more important than ever,” said Associate Professor of Marketing Wesley Hartmann [pictured, right] at the Stanford Graduate School of Business. “While marketers have many tools at hand, there is more to learn about how and why some advertising works. We look forward to working with Nielsen.” More...