[June 2007] MetrixLab's Media & Advertising Research team, under supervision of managing consultant Lucas Hulsebos, won the prestigious "Hans du Chatinier" award for best research paper at the annual AMMA Awards held at the Concertgebouw in Amsterdam.

At a gala on Wednesday, May 30, Lucas Hulsebos from MetrixLab, Judith Hordijk from Universal Media and Rachael Parrat from Microsoft Digital Advertising Solutions were called up to receive the elegant AMMA trophy for their joint paper examining the effect of "umfeld" (context) on online advertising creative impact.

The jury stated that little research had been done so far on the relationship between context variables such as "fit" (thematical congruency), "attitude," "attention" and effectiveness of the ad creative itself. Learnings will help the online planning and ad creative industry to take "soft" contextual website-related factors into account for planning.

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