Digital Audience Measurement in a Web 2.0 World
MODERATOR: Gerard Broussard – Partner, Director, Strategic Insight & Analytics, Mediaedge:cia
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Manuel Dähler – CEO, Mediapulse AG
Markus Jufer – Head of Internet Research, Mediapulse AG
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Tom Willerer – Director, Insights & Analytics, Starcom
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David Breh – Manager, Insights & Analytics, Starcom
Ken Mallon – VP, Digital Ad Effectiveness Consulting, Dynamic Logic – A Millward Brown Company
About this Video
This video is from the Advertising Research Foundation Audience [Me]ASUREMENT Conference.
About Audience [ME]ASUREMENT
It’s not an audimeter world anymore, it’s a my [ME]dia world. Cross-media, cross-country, cross-cultures – we’re at a huge marketing crossroads, with the word “audience†becoming a misnomer.
Audience [Me]asurement 2.0 is a forum for all who question the conventional mass media model. Understanding this axiom-shifting perfect storm moment is mandatory education in order to correctly read the signs of personalized media and reap the benefits of alignment with the new [Me]centric media world.
Nailing down the next generation of new models and new data that will truly redefine the meaning of “audience†in this age of co-creation, co-generation and co-opted advertising messaging is essential to competing, not just winning.
As consumers use media in new, more fluid and multiple ways, and advertisers and agencies search for opportunities to connect across every touchpoint, Audience [Me]asurement 2.0 puts media and metrics to the acid test: consumer connectivity.
More fragmentation. More communities. More and more media options. Is mass obsolete? Is Long Tail the new mass? What are the next practices that will redefine the meaning of audience? What game-changing insights do you need to compete efficiently and effectively?
Harness the future with confidence. Stay on top of me [ME]asurement, no matter what medium is the message or who is controlling it.
You can learn more about The Advertising Research Foundation here.
This article was created by the editors and producers at ScribeMedia.Org.
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