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The Brave New World: Leveraging digital effectively
Bhomik Chandna and Priti Mehra, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
This paper explores the impact and growth of digital in Asia, by asking whether digital leads to an incremental reach and synergistic impact versus other media channels.
This paper explores the impact and growth of digital in Asia, by asking whether digital leads to an incremental reach and synergistic impact versus other media channels. It discusses results of a research study comparing the impact of different media in achieving marketing objectives, including brand awareness, favourability and purchase intent. By using this framework, the authors aim to determine global digital campaign performance across geographies (with a focus on Asia), the performance of the emerging digital platform of mobile, and best practices for digital creatives. More generally, the authors conclude that understanding digital media is the key burning need of consumers and that digital media across the globe work strongly for successfully implementing marketing objectives.
How reliable is my audience? Coping with audience fragmentation
Bas de Vos, Mariana Irazoqui, Jeroen Nikkel and Adriaan Hoogendoorn, ESOMAR, Worldwide Media Measurement, Stockholm, May 2009
This paper describes a project aiming to respond to new developments in viewing behaviour in the Netherlands.
This paper describes a project aiming to respond to new developments in viewing behaviour in the Netherlands. It focuses on the inception, design, set-up and first results of pilot research by SKO, the JIC in charge of Dutch television audience measurement, which started measuring 43 digital, thematic channels in August 2008.
The long media tail: are you wagging it or is it wagging you?
Sue Elms, ESOMAR, Worldwide Multi Media Measurement (WM3), Dublin, June 2007
This paper maps out how the media and advertising world is evolving and growing a long media tail. It refers to advertisers and how they are approaching media communications in this new world, and outlines what questions they have when making decisions.
This paper maps out how the media and advertising world is evolving and growing a long media tail. It refers to advertisers and how they are approaching media communications in this new world, and outlines what questions they have when making decisions. It then shows how research is answering such questions in the planning arena and the challenges faced in the evaluation arena.
This could be heaven: how to measure media in a fragmented universe
John Faasse, ESOMAR, Worldwide Multi Media Measurement (WM3), Dublin, June 2007
Today's measures of 'vehicle exposure' will not be the measures of the future. Increasing sample sizes will eventually lose the battle as a consequence of ever-increasing fragmentation of media behaviour.
Today's measures of 'vehicle exposure' will not be the measures of the future. Increasing sample sizes will eventually lose the battle as a consequence of ever-increasing fragmentation of media behaviour. Fusion of existing currencies will not be the ultimate answer. Future models will most likely be based on passive registration of the behaviour of complete universes or very large samples. With the era of online mass participation and user-generated content will come the next generation of more creative and interactive online research tools. This paper establishes principles upon which to base such an approach.
Convergence? Try frag-vergence
Sam Smith, Market Research Society, Annual Conference, 2007
For years there has been talk of convergence flying around the MR industry, and this has extended to institutions such as the BBC, which is trying to focus on multi-platform content creation that brings together different kinds of creativity.
For years there has been talk of convergence flying around the MR industry, and this has extended to institutions such as the BBC, which is trying to focus on multi-platform content creation that brings together different kinds of creativity. To successfully understand convergence, however, it must be combined with notions of fragmentation and personalisation of media. These trends working together, and will have profound consequences on market research and the media sector. It discusses what this means for the BBC, and what it may mean for other organisations, as well as posing some questions for the future.
Forum - Media proliferation and the demand for new forms of research
Adele Gritten, International Journal of Market Research, Vol. 49, No. 1, 2007, pp. 15-23
In this Forum article, Adele Gritten addresses the challenges facing the media industry as a result of the concurrent trends of media and brand proliferation, market saturation and technological development, and the resultant changes these have produced on consumer behaviour.
In this Forum article, Adele Gritten addresses the challenges facing the media industry as a result of the concurrent trends of media and brand proliferation, market saturation and technological development, and the resultant changes these have produced on consumer behaviour. The paper assesses the current state of the media industry and the new ways in which consumers use media, as well as providing recommendations to marketers and researchers, and making some predictions about the future of media research.
The Future of Multimedia Research
Dr Gerhard Franz, International Journal of Market Research, Vol. 42, No. 4, 2000
The media explosion and the fragmentation of audiences is the hardest current and future challenge for media research.
The media explosion and the fragmentation of audiences is the hardest current and future challenge for media research. New tools will be needed to support the decision-making in the process of media selection. This paper proposes a practical perspective on how media research can deal with the problems of the media explosion by integrating and complementing the already existing media surveys. In most markets today we have TV panels, readership, radio and poster surveys, to name just the most important, as stand-alone approaches with divergent information for target group definitions. Planning of multimedia campaigns currently relies on a medium-by-medium procedure. For the integration of the existing surveys in a multimedia planning system, two additional surveys are required to close the missing link: a multimedia survey, which establishes the usage of media categories, and a target group core survey, which is needed to collect consumer behaviour for target group definition. The target group core survey serves as a source from which the same target group data are spread via data fusions to the multimedia survey and to all relevant single-medium surveys. This framework would support a fully integrated planning of multimedia campaigns from budgeting across media categories to optimisation within media categories. The effectiveness of multimedia campaigns has to be controlled by linking investments in media categories with outcome indicators like sales or advertising awareness measures. For this purpose market modelling techniques are appropriate. They can be used to estimate the isolated effects of individual media categories. The results are used to fine-tune the allocation of media budgets to media categories, either on the run or in the next planning period.
Why Modernist Media Solutions are Failing in a Postmodern World. Managing the Paradigm Shift
ESOMAR, Media Research, Mexico City, October 1998
This paper demonstrates that harmonisation is no longer valid given the fragmentation and subsequent reconstruction of conventional media around a new media hub, the Internet.
This paper demonstrates that harmonisation is no longer valid given the fragmentation and subsequent reconstruction of conventional media around a new media hub, the Internet. It argues that harmonisation is a modernist concept fumbling around in a postmodernist world. It describes how conventional media are collapsing into this single digital media hub attached to which are an infinite number of nodes. This paper also puts forward the notion that these nodes are in fact media pathways travelled by members of an indefinite number of 'brand tribes'. Each of these is guided by the values that their brands symbolise. A brand can be any respected or valued item such as membership of a great city as well as a group with a common occupation. The writer proposes that these brand tribes assume a major role in redefining who we are as individuals. If this is so, then it follows that relevant media will soon be defined by the brand rather than a brand being defined by particular media.
The Case of the Near-Sighted Bombardier. A general Inquiry into the value of targeting in TV
Erwin Ephron, ESOMAR, Media Research, Mexico City, October 1998
Demographic targeting is a core strategy of modern media planning and buying. It is, presumably, a powerful technique for reducing cost by directing messages to consumers who are more likely to buy.
Demographic targeting is a core strategy of modern media planning and buying. It is, presumably, a powerful technique for reducing cost by directing messages to consumers who are more likely to buy. But this simple idea of how demo-targeting works is naive. There is considerable evidence that its value in television has eroded, greatly. The corrosive agents are pricing, fragmentation and reach optimization, but I have the nagging suspicion that demo-targeting has been over-valued by media people for some time. Super-targeting techniques (psychographics and product usage), although widely advertised, appear to have quite serious practical limitations. Only receptivity and geographic targeting remain robust. Targeting becomes far more useful when we expand our definition of 'the consumer most likely to buy' to include where and when - and not simply fixate on whom.
Learning to live in Lilliput, the media land where small is beautiful: optimizing reach with low ratings and other thoughts on TV fragmentation
Erwin Ephron, ESOMAR, The Global Future, Lisbon, July 1997
Severe TV audience fragmentation in the United States is prelude to a worldwide ratings slide. This paper argues that from the experience in the United States, audience fragmentation does not signal the end of mass market television.
Severe TV audience fragmentation in the United States is prelude to a worldwide ratings slide. This paper argues that from the experience in the United States, audience fragmentation does not signal the end of mass market television. American viewers continue to watch more than twenty-eight hours a week. This audience is simply being divided up into smaller pieces and is being sold by more suppliers. The author suggests fragmentation is opportunity, not misfortune. It can improve targeting, lower CPMs and even lower the cost of buying reach. The challenge is to adjust our thinking - and our planning and buying techniques - to the new reality.
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