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“Does Sky+ mean the end of TV advertising?”, asks Research 2006Date: 1 February 2006 The findings of a new study into the effect of viewing ads on fast forward will be revealed at the forthcoming MRS Conference. In a unique session on New Media, delegates will be presented with insights that bring into question the future of TV advertising in the digital era. In the midst of current debates about digital technology and its effect on the impact of advertising, Dr Alastair Goode of Duckfoot R&D will reveal the results of a project conducted for Sky Media which controversially suggests that fast forwarding ads can, in some circumstances, actually increase their impact on the human brain. It may sound unlikely, but it is just one of several controversial sessions to be presented by industry thoughtleaders at Research 2006: Connections, from 22-24 March at the London’s Barbican. Delegates are promised the latest thinking on how research can inform their marketing and business strategies – in the case of Alastair Goode, bringing a new voice to the debate about the future of advertising through the TV medium. Alastair Goode comments: “In an era dominated by digital TV and Sky+, and with the increasing ease by which viewers can control what they watch, it is as critical as ever that advertisers can justify their clients’ expenditure. Some argue that the era of TV ads is ending – but Sky wanted evidence of this. In the event, Duckfoot’s study found that fleeting exposure to an ad can actually increase a person’s emotional response to it – and have a positive effect on both brand and ad liking.” The implications of this piece of independent research are huge. At a basic level, it reassures both buyers and sellers of ad space that digital TV is still a channel to be reckoned with. More broadly, it raises the issue of what viewers actually absorb from their TV viewing – and what impact this can have on brands and attitudes. Alastair Goode will headline one of Research 2006’s new ‘Expert Briefing’ sessions on New Media, on 23 March. He is joined by Julian Dobinson from Sky Media, and is followed by Big Picture’s Simon Andrews, who delivers a session on ‘Knowing your blogs from your pods’ – vital for anyone wanting to get to grips with the latest technological jargon. Research 2006 is headlined by keynote speakers PR guru Lord Bell, Richard Reed, co-founder of Innocent Drinks and entrepreneur extraordinaire, and Adrian Furnham, professor of psychology at University College London. The three captivating keynote speakers approach the role of research from very different viewpoints, providing a fascinating insight into the breadth and depth of research applications – and how research connects to business in different ways. Sophie Russell-Ross, MRS Conference Manager, explains: “Research 2006 is about connecting with people – providing them with the tools and insights to improve their business. Research has a key role to play in defining audiences, their needs and the most effective way of connecting with them – in the case of the New Media session, showing delegates how to make the most of modern technology. “Whether benefiting from the improved networking opportunities, enjoying the social facilities or getting training first-hand from the industry’s experts, this year’s conference offers something for everyone. We want delegates at Research 2006 to enjoy themselves – and to connect to research and to each other in a new way.” In addition to providing new insights and progressive thinking from across the research arena, Research 2006 Connections offers delegates excellent training and social opportunities. To book a place, or for more information, contact Nicole Cornelius on 020 7566 1875 or email conference@mrs.org.uk Notes to editors With members in more than 70 countries, MRS is the world’s largest association representing providers and users of market, social, and opinion research, and business intelligence. MRS serves both individuals and organisations who identify with its core values of professionalism, excellence, and effectiveness. It has a diverse membership of individual researchers within agencies, independent consultancies, client-side organisations, the public sector and the academic community – at all levels of seniority and in all job functions. ‘Research 2006 Connections’ is part of a broader range of Research-branded events and products List of companies already confirmed as Research 2006 participants:
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