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Multi-screen media planning: Audience measurement
Antonio Carvalho, Admap, July/August 2012, pp. 30-32
The increasingly complementary relationship between traditional TV and digital is driving content creators to take a more holistic approach to distribution.
The increasingly complementary relationship between traditional TV and digital is driving content creators to take a more holistic approach to distribution. This sees them delivering material to consumers in a way that is independent of the platform, recognising that people want access to content anywhere and at any time. However, advertisers and agencies continue to treat traditional TV and online TV as separate entities when it comes to buying strategies. This article, using examples from the likes of MTV, shows how multi-screen TV consumption, and digital in particular, facilitates an unprecedented level of detail when it comes to audience measurement and advises how these different levels of granularity can be used to best effect when planning campaigns.
Audience measurement using RFID and PPM
Pat Pellegrini, Admap, September 2008, Issue 497, pp. 56-59
This article discusses the use of Radio Frequency Identification (RFID) in media audience research, including experiments which combine RFID with the Arbitron Portable People Meter (PPM) over five years.
This article discusses the use of Radio Frequency Identification (RFID) in media audience research, including experiments which combine RFID with the Arbitron Portable People Meter (PPM) over five years. Combining these technologies means that both audio and non-audio media consumption can be measured at individual level with a single meter, providing multi-media single-source measurement, and giving print equivalence to broadcast media. There are two types of RFID devices: 'passive' (which the person who carries it operates) and 'active' (which contains a power source). RFID was found to detect magazine reading equally well whether audio was present in the background or not, and over different types and thicknesses of binding. Other recent findings include: high detection and exposure rates; exposure shows variation because fast page turning (skimming) is not detected; detection rates are high across all reading styles; exposure rates are high when reading is occurring but decrease when less reading (more skimming) is occurring; if the definition of 'reading exposure' (five minutes) is changed, detection and exposure rates converge once the threshold is set to exclude short skimming sessions (typically less than a minute).
Connecting to the consumer - remembering the fundamentals but embracing change
Stevie Benjamin, ANA Magazine, April 2006
Discusses the changes in media, the growth of new channels, and how marketers and media planners are responding.
Discusses the changes in media, the growth of new channels, and how marketers and media planners are responding. Specific points discussed include: new technologies will coalesce rather than continue fragmenting; traditional TV continues strong; we need to understand `non-linear TV' (online, DVR, VOD, mobile, etc.) and how to use it, especially VOD; the brand building potential of the Internet; the increasing need to bring offline media measurement to the same standard as online (discusses the Apollo Project, PPMs, DVR and VOD in the research context).
The difficult balance of media measurement
Roberta McConochie, Admap, April 2005, Issue 460, pp. 24-27
Dr Roberta McConochie, a director of Arbitron Inc, argues that current media measurement methods are failing to cope with declining consumer cooperation, conservative media owners (still preferring traditional diary records) and advertisers and agencies wanting more complete measures of media usage, and data to help determine advertising accountability.
Dr Roberta McConochie, a director of Arbitron Inc, argues that current media measurement methods are failing to cope with declining consumer cooperation, conservative media owners (still preferring traditional diary records) and advertisers and agencies wanting more complete measures of media usage, and data to help determine advertising accountability. She describes Project Apollo, a joint venture of Arbitron, VNU and Proctor & Gamble, to address these issues in a unified way with a household panel using PPM (portable people meters), Nielsen Homescan and other survey techniques.
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Passive and portable peoplemeters
Cross-media and multimedia effects
Media data fusion
Media research trends
Proprietary media surveys and panels
Quality of exposure, media engagement
Single-source media data
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