Knowing the latest developments in audience composition and measurement across platforms is critical to ensuring your company’s money is spent most effectively. Get up-to-the-minute on the latest evaluation approaches and technology at The ARF’s Audience Measurement Symposium.
On June 15–16 2010, the ARF will present the best current information on these questions. We invite you to submit proposals for research presentations in the following areas:
Measuring Engagement Across the Media Mix
The issue of engagement seems to have real staying power in the marketplace. But is it really possible to become engaged with a media vehicle, an advertising execution and/or a brand? What have we learned about how to measure the above forms of engagement?
Holistic Measurement vs. Data Integration
Holistic measurement is on the rise. Data mining is the buzzword; data integration is the practice. But is data integration really the road to holistic measurement? What is the value of linking a currency dataset to proprietary data? What price should we pay?
Target Development & Personally Identifiable Information (PII)
Today we have the ability to dig deeper into consumer databases and to merge behavioral data with product purchase and media usage information. Given the implications, please explore privacy issues from the advertiser perspective relative to the use of personally identifiable information in the context of target market development.
Predictive Modeling vs. Marketing Mix Modeling
For the past two decades marketing mix modeling has been standard practice. However, today the capture of transactional data, cable set top box data and web diagnostics allow us to model on the fly using associative, behavioral and contextual data, predicting outcomes in near real time. Tell us how this is impacting your business and where you think the marketplace is headed next.
“What if” Scenarios for Future Media
The advent of Facebook, Twitter and MySpace has pushed content creation and distribution platforms into hyperdrive. Technology and media companies are constantly trying to develop the next best thing. The question is, what is the next best thing? Tell us what the future media landscape looks like from your perspective.
Minority Audience Measurement
The U.S. Census reports that within the next several years the U.S. minority population is likely to become the American majority. Many media research organizations have begun or have completed the merger of their Hispanic market samples with their general market samples. Given this, what is the value of minority audience measurement? Since multicultural is fast becoming mainstream, please explain how we can accommodate measurement of all American audiences under one umbrella.
Cross-Border Metrics
Ratings harmonization, a continuing issue in the international television audience measurement arena, is now filtering into the cross-border copy- testing arena. Are the metrics that are currently used to document copy efficacy similar or dissimilar country by country? Should we harmonize copy-testing metrics on a global basis? If so, how?
Audience Measurement in Emerging Economies
Media owners operating in China, India and Brazil are likely to see their fortunes grow along with the respective economies. Global integrated marketing communication programs will only benefit from harmonized cross-border metrics. How will comprehensive media audience measurement programs be implemented in these economies and how will such data actually be collected?
JICS (Joint Industry Committees)
They work in other parts of the world. Why not here? If there were no restrictions for establishing JICS in the U.S. what would they look like? Who would participate?
Media Smackdown!
Television, radio, magazines, newspapers, outdoor and Internet all contribute incrementally to the overall value of the communications plan. Given this, what is the value proposition for magazines versus television? How might radio beat out the Internet in this arena? Please provide us with your rationale for the efficacy of one medium versus another relative to its contribution to the communications plan.
Measuring Exposure and Response to Online Advertising
The ad industry continues to debate the efficacy of online advertising and online audience measurement. Most marketers are now looking for practitioners to begin adhering to industry measurement standards. Today, we have panel-only, panel-centric hybrids, ad networks and ad exchanges all providing varying levels of audience measurement. Given this, please outline what you feel are best practices for measuring exposure and response to online advertising.
Submit online here.
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