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By Lisette Kruizinga – de Vries

Copenhagen, May 1. The international consultant team is an important part of DVJ Insights and as the company grows, so does the team across borders, reaching new clients in the new countries. The fast-growing marketing agency DVJ Insights welcomed a new addition to unleash the Nordics’ potential in market research and hires Pia Stork as a Client Consultant. The continuation of building and deepening relationships with both local and international clients in Nordics remains a key objective for DVJ Insights to grow its presence in these markets and Pia Stork is a great representative for these markets. Pia Stork started as a Client Consultant and Head of Denmark for DVJ Insights. With her rich experience working in market research, she brings valuable experience from “both sides of the table.” agencies as well as a researcher from the client side. For many years she worked on the client site as a Research Manager in the media industry for one of the biggest media companies in Denmark (JP/Politikens Hus) as well as on the research agency site as a Client Director at Kantar. Pia is highly passionate about helping clients and companies create the optimal conditions for their research and solving the challenges that they face and ultimately creating value for the clients and companies. Pia also worked for more than 15 years with The International News Media Association (INMA) which is the world’s leading provider of global best practices for news media companies looking to grow revenue, audience, and brand in a changing market. As a Danish member of the Research Committee, INMA gave me much knowledge about how to conduct high-quality research regardless of whether the challenge was about communication, branding, audience purchasing behaviour etc. „I am looking forward to exploring DVJ Insight‘s large range of research solutions as they are based on the latest research and research methods and presenting these products to different clients in the Nordic market. I was really excited to join DVJ Insights for its clear vision regarding high data quality, added value and passionate employees – all values that are close to my personal values. I think it is inspiring to work in an international environment with colleagues from all over the world. I am sure that the international environment provides great inspiration for me, DVJ Insights and our clients,“ she shares excitedly. Also, Roderik Sorbi, DVJ´s Global Account Director, shared his thoughts on Pia´s arrival to his team: “Not only Pia has ample experience within the brand & communication domain and beyond, but I have seen that she has an infectious passion and energy for the work we do. I am excited that she quickly embraced our philosophy and easily became a member of our DVJ family. She is a great asset to our Nordics client and DVJ as a whole. To continue providing our clients with the best and most innovative solutions, we must grow along with the needs of the market.”

In today’s dynamic advertising landscape, companies are constantly seeking innovative ways to improve their ad testing processes. At DVJ Insights, pre-testing is one of our core competencies and our ad-testing solution has consistently delivered valuable insights. Using a combination of measuring consumer viewing behaviour and our MassQual techniques, we have helped hundreds of advertisers to make more impactful advertising. However, our endless pursuit of making research better every day led us to explore the potential of AI in enhancing our research capabilities. In recent months we have tested a multitude of AI applications. From that, we learned that while no AI application could replace our proven methods, Predictive AI emerged as an interesting addition that complements and enriches our existing ad testing approach. Using Predictive AI in Advertising Research Predictive AI is a cutting-edge approach that merges academic knowledge from neuroscience with machine learning to forecast consumer viewing behaviour. Trained on a vast database of thousands of ads, this technology is capable of predicting where viewers are likely to focus their attention in both static and video ads. The outputs from Predictive AI include heatmaps that visually represent areas of interest and quantitative KPIs that offer deeper insights into ad effectiveness. One of the primary KPIs generated by Predictive AI is Cognitive Demand. This metric measures the amount of human processing power required to understand an ad, gauging the level of visual information viewers need to process. The second KPI, Focus, assesses the degree of concentrated attention a viewer maintains while engaging with an ad. Ads cluttered with multiple attention-drawing elements tend to diffuse viewer focus, whereas a more streamlined design can enhance viewer engagement.

Over the past years, we have been talking a lot about growth, both internally and in terms of growing our clients’ brands. What choices are behind the growth is always an interesting question for me. In my opinion, growth is the result of the strategy you choose and the confirmation that your strategy is the right one. At DVJ Insights we focus on quality and added value by maximizing the commitment we can bring to clients. In our strategy, it is also important to work centrally and act locally. This is the reason why we have opened an office in the Nordic region, so we can share our commitment and add value to clients, assisting them in understanding the business and realising growth.

Addressable TV as the key to personal attention