SMS technology: evaluating media for youth audiences

Steve Watkins

Steve Watkins shows how SMS diaries provide a very viable basis for assassing the quality of media experiences among young people.

SMS Technology: Evaluating Media For Youth Audiences

Steve Watkins2cv

As media trading moves closer to single currencies (the latest addition being Mercury Fusion) and, inevitably, further commoditisation, perhaps it is an important time to remind the industry to think behind these numbers. Both quantitative and qualitative research can and should be used to throw light on media relationships and media consumption quality specific to advertisers' target audiences.

If reach and frequency that is to say consumption is the currency of the media trading process, we would argue it should not be the starting point of media planning....

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