MENAP and the rise of person-centric measurement and audience measurement

This paper looks at the rise of person-centric measurement and how to measure media consumption in Saudi Arabia and Turkey, given the disruption of emergent digital platforms.

MENAP and the rise of person-centric measurement and audience measurement

Rolfe Swinton

Reaching value creation strategies for value-destroying segments

Preface

The media industry is in the midst of a massive transformation due to the global disruption of digital platforms. Once clean lines between linear TV, radio, print, and out of home are now very blurred. And with the growth of pervasive technologies such as the mobile phone, and digital screens becoming nearly ubiquitous, marketing is moving from audience- and channel-based planning to person-centric marketing. With this shift in focus, tools to quantify and analyse the behaviours at the individual level...

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