从手机到手表，甚至眼镜，每年似乎都有一种新的互联技术有可能改变我们的生活。这些新技术有的大受欢迎，有的却不尽如人意，但它们都在以前所未有的方式帮助我们连接内容。
在这个快速发展的环境中，我们不仅要考虑 "此时此地 "的测量，还要放眼未来，与新兴内容打交道，帮助内容创作者、营销人员、广告商和代理商更好地了解其潜在影响。
Our Media Lab at CBS Television City Research City in Las Vegas allows us to do just that—apply cutting edge technology to marketing challenges. Through custom, often client-led experiments, the lab uses in-person research studies—incorporating methodologies such as eye-tracking, facial coding and in-lab ethnography, as well as Nielsen Consumer Neuroscience’s ability to understand the consumer’s subconscious response—to answer key business questions. The lab also provides a framework for resonance studies in which advertisers and content creators are able to understand not only what content to serve to which optimal audience, but the impact of the context in which the advertising is being served.
Virtual reality is one of the latest connected technologies to capture our interest (and potentially our time connecting with content). Brands are eager to innovate within this growing platform, and they’re investing in understanding it as an advertising environment. To better understand virtual reality’s ad potential, the Media Labhas the ability to take a closer look at how well advertisements on the platform resonate, as well as consumer sentiment toward virtual reality.
为了优化语境共振，实验室研究了被称为 "五D "的因素。具体来说就是
- 交付：以何种形式提供内容或广告？
- 目的地：广告周围是什么内容？内容在哪个平台上？
- 设备：受众使用什么技术来浏览您的内容？
- 态度：受众在阅读您的内容时是什么心态？
- 分散注意力：听众周围发生了什么？听众是否在关注？
"尼尔森实验室研究总监哈利-布里松（Harry Brisson）说："随着品牌越来越多地出现在虚拟现实中，他们必须了解谁是虚拟现实消费者，如何通过有效的营销接触到他们并展示价值，以及虚拟现实广告效果与其他屏幕和形式相比如何。
随着虚拟现实技术的不断发展（以及新技术的出现），我们将继续走在衡量这些新创新的最前沿，并与广告商合作，确定如何在新兴平台上优化广告支出。
