NEWS26 August 2010

Starcom MediaVest signs up to ACB Media Lab study

New business UK

UK— Starcom MediaVest group has become the first media agency to partner with ACB’s 1-3-9 Media Lab research project, a long-term study examining how technology impacts consumer behaviour.

The Media Lab, run by behavioural consultancy Actual Consumer Behaviour, tracks a panel of UK of households to investigate their use of the latest technologies. Data is collected through a combination of video ethnography – cameras placed on TV sets – and interviews.

The project has been running for four years and has been supported by the likes of the BBC, Microsoft and C4.

Starcom MediaVest said that the latest stage of the project focuses on gaming and the findings will be used to inform the media agency’s Emerging Spaces series of media trends research work.

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