Understand and Enhance TV Content and Promotions with Out-of-Lab Biometric Measurement – Mediaprobe at the ARF OTT 2023

Once again, advertisers, agencies, media companies, research companies, and ad tech are brought together by the ARF into one conversation about “Navigating the evolving media landscape”. The ARF OTT 2023 event will provide research-based insights on viewer behavior, cross-platform measurement solutions, advertising innovation, LGBTQ+ representation, and improving the effectiveness of promotions.

As part of the lineup of industry experts, Pedro Almeida, CEO of Mediaprobe, will explore the use of biometrics in measuring the emotional impact of content on consumers: “Applying Out-of-Lab Biometric Measurement to Understand and Enhance TV Content and Promotions”.

Why emotional impact? Because it allows media organizations to go beyond who’s watching or looking — and beyond audience ratings — to actually get a measure of how content is affecting people at a deep psychological level and how engaged they really are.

By combining scalable biometric measurement with in-depth analysis of content and context, best production practices can be uncovered, audience reactions can be understood, and effective promotion strategies can be developed, so content producers, distributors, and brands can accurately assess, optimize, and monetize their content and products, increasing their media ROI.

Pedro will also join a panel discussion on attention metrics featuring Duane Varan, Ph.D., CEO of MediaScience, and Jeff Bander, President of eye square USA. The moderator for the discussion will be Scott McDonald, Ph.D., President and CEO of ARF.

Join us on October 24, either in-person or virtually, to hear from leading media and measurement experts as they share the latest data, discuss its implications, and offer predictions for the future. Send us an email to meet with Pedro and the team to discuss next-gen media measurement.