Time to change time
Ken HoldenKMR Software, United Kingdom
Gilles SantiniG.S. IT Services, France
INTRODUCTION
Most people in the industry will agree that the dynamic of television has changed and that the dynamic of all other media is also changing.
Considering that we face a new media environment and that we need to address the stronger than ever demand of the advertisers for an increased efficiency of their media strategies, it is clear that the industry needs to revisit its current practices and build new planning tools. This would improve what Ferdinand Saussure (1857–1913) identified in his well-known...