The ACA has partnered with WARC to enhance our suite of complimentary, members-only webinars. Read on for the details of this upcoming webinar and register directly with WARC.

Are shorter ads as effective? Is the effect of commercial length different for older vs. younger users? How does clutter affect performance of a shorter commercial? MediaScience and the Ehrenberg-Bass Institute will answer these questions based on findings from three studies.

Join us to learn how short ads:

  • Deliver 60% of the memory impact of full :30s ads
  • Lack the story arc more common to :30s
  • Can increase perceived clutter, significantly reducing their impact

Presenters: Dr. Magda Nenycz-Thiel, Senior Marketing Scientist, Ehrenberg-Bass Institute and Dr. Duane Varan, Chief Executive Officer, MediaScience

Date: Wednesday, October 31, 2018
Time: 12:00 p.m. ET / 4:00 p.m. GMT

For members only:

Registrations are closed.

If you have any questions or need assistance, please contact Kristy Leahong at WARC.

About The Presenters

Dr. Magda Nenycz-Thiel, Senior Marketing Scientist, Ehrenberg-Bass Institute
Magda is the Mars Professor of Marketing and a Senior Marketing Scientist at the Ehrenberg-Bass Institute. In her Mars Chair role, Professor Nenycz-Thiel provides thought leadership to Mars, academic peer review to assure research quality, and supports the development of superior marketing capability among Mars’ Associates.
She has published in international journals such as the Journal of Business Research, Journal of Advertising Research and European Journal of Marketing. She is also an author of two chapters in the book, How Brands Grow Part 2: “Building Physical Availability” and “Online shopping – is it different?”.

Dr. Duane Varan, Chief Executive Officer, MediaScience
Dr. Duane Varan is CEO of MediaScience®, a global pioneer in lab-based research integrating biometrics, facial coding, eye tracking, reaction time testing and other new advanced methods in better understanding the emotional dimensions of people’s media encounters.

Dr. Varan is also Chief Research Officer at the ESPN Lab in the United States (formerly the Disney Media & Advertising Lab), a role he holds concurrently with his appointment as Professor and Executive Director of Audience Labs at Murdoch University in Australia. Dr. Varan is the recipient of a number of awards including the Australian Prime Minister’s Award for University Teacher of the Year.