UniSA to Launch Centre for Digital Video Intelligence

The University of South Australia (UniSA) is planning to open an industry-supported media science research centre, which will be tasked with exploring the world of online video content and converting ad tech data into insights for business.

Housed in the UniSA Business School, the new Centre for Digital Video Intelligence will focus on challenging ideas around content development, content distribution and viewability, and the role of digital video in brand growth. It will be led by Dr Karen Nelson-Field (pictured), who for the past nine years has been the lead researcher at UniSA's Ehrenberg-Bass Institute, focusing on the relevance of traditional consumer behaviour models in the context of new media. Her PhD is in Media Science, with a focus on audience targeting across media. Earlier in her career, she held senior marcoms roles at the SA Tourism Commission, Diageo and News Corp Australia.

In her new role, Nelson-Field will be supported by a team of researchers, between them boasting PhDs in media science, econometrics, mathematics, advertising effects, and consumer behaviour. 'Strong interest and investment' in the new centre is already reported from a number of major brands.

'Even though online advertising has been around for quite some time', comments Nelson-Field, 'for many companies, investment in video is still seen as somewhat of a risk. Our goal is to provide industry with much needed direction about video investment, and our research agenda focuses on principles for effective content distribution, content creation and platform impact'.

Web site: www.unisa.edu.au .