MediaAnalyzer, a leader in scientific advertising effectiveness testing, has expanded its U.S. presence with new headquarters in New York City.
New York City, NY (PRWEB) September 21, 2006 -- MediaAnalyzer, with its scientific AttentionTracking™ methodology for testing advertising effectiveness, has expanded its U.S. presence with the opening of a new office in New York City.
Media veteran, Charles Boyar, has been named vice president and will lead the U.S. business. "The United States is the media capital of the world--it leads the world in advertising with over $150 billion spent annually. At the same time, advertisers are increasingly challenged to break through the competition for the consumer's attention," says Boyar. "Our growing list of U.S. clients, advertising agencies and research partners are seeking better, faster methods to ensure they produce and place the most effective advertising."
Boyar comes to MediaAnalyzer from EcoMedia where he was executive vice president of sales and marketing for the top 25 markets in the U.S. Prior to EcoMedia, Boyar held positions as vice president, director of advertising for The Financial Times and Ziff-Davis Publishing. He has spent his career selling and buying advertising in print, web, TV, radio and outdoor and working with advertising metrics. Charles Boyar biography
Dr. Steffen Egner, president of MediaAnalyzer, Inc and co-founder of MediaAnalyzer GmbH in Hamburg, Germany comments that, "Charles' experience in multiple-media advertising sales and marketing leadership makes him the ideal person to lead our expansion."
"We are delighted to have Charles join the MediaAnalyzer team," says MediaAnalyzer co-founder Dr. Christian Scheier. "His extensive knowledge of media and research metrics will add additional value to our work with current and future clients."
About MediaAnalyzer technology
The unique patent-pending AttentionTracking testing is used to measure effectiveness of print advertising creative, web-page design and online ad effectiveness as well as advertising via TV, direct mail, outdoor and all other communication vehicles.
Combined with a survey questionnaire, AttentionTracking provides companies with an accurate, scientific based analysis of how well their advertising will gain and hold the attention of customers, be recalled later and drive customers to take action.
The technology grew out of research on how people react to stimuli with extensive focus on measuring brain processing and attention. While completing post-doctoral work at California Institute of Technology (CalTech), MediaAnalyzer's founders, Dr. Christian Scheier and Dr. Steffen Egner, concentrated their work on the intersection of attention psychology, computer science, eye tracking and market research. The technology is uniquely suited for testing attention in an online environment making the research faster, more efficient and less expensive than other traditional advertising effectiveness research.
About MediaAnalyzer
Founded in 2001 in Germany, MediaAnalyzer's technology is used by global Fortune 1000 companies such as Colgate, Proctor and Gamble and Conde Nast Publishing, to pre-test their advertising campaigns prior to making media purchases. The company supports global clients from offices in Germany, the United Kingdom, Canada as well as in the United States.
MediaAnalyzer and AttentionTracking are trademarks of MediaAnalyzer, Inc. All other trademarks and registered trademarks are the property of their respective owners.
Company contact
Charles Boyar
MediaAnalyzer, Inc.
708 Third Avenue, 6th Floor
New York, NY 10017
TEL (212) 209-3979
Media contact
Rebecca Barthel
Next Step, LLC
TEL (650) 988-1450
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