ARF Audience Measurement 2.0

Roderick White

Roderick White, the Editor of Admap, reported for WARC direct from the ARF Audience Measurement 2.0 conference, held in New York City, June 26-27, 2007.

ARF Audience Measurement 2.0

Roderick White

DAY 1: DIGITAL CONSUMERS AND THE LONG TAIL

Bob Baroccci, ARF's CEO, welcomed over 400 truth seekers to the elegant Hudson Theatre of New York's Millennium Broadway Hotel by pointing out that, despite rumours to the contrary, TV seemed still to be alive and well. A key reason for this, he said, lay in the confidence that advertisers and their agencies had in the measurement system that underpins the TV market.

Measuring the Long Tail

He introduced conference co-chairmen George Shababb (TNS) and Scott McDonald(Condé Nast). The latter gave...

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