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Charlene Weisler

Member since March 2004 Contact Charlene

Meet Charlene at MediaPost Events

  • Charlene is attending OMMA Global at Advertising Week, September 26, 2011
    New York Marriott Marquis
  • Charlene is attending OMMA Global at Advertising Week, September 21, 2009

  • Charlene attended Future of Media, September 23, 2009

Articles by Charlene All articles by Charlene

  • Research Is The Industry's One-Armed Paper-Hanger in MediaDailyNews on 03/23/2015

    We talk about how change is impacting the core mechanics of how we do our jobs, upending our long-cherished metrics and data sets and sending even the most complacent executive into shudders. A big part of this change is due to advancements in, and the accessibility of, Big Data, which is the bailiwick of research and analytics departments.

  • ARF Re:Think 2015 Conference Comes To Town in MediaDailyNews on 03/13/2015

    There are many conferences in the media industry, but the Advertising Research Foundation's annual event stands out to me because it is research-centric. So pull out your pocket protectors and get ready for the ARF Re: Think conference, starting March 15 at the New York Hilton. Each year the pressure is on to capture the most current research zeitgeist and report the bleeding-edge trends in the field. I sat down with CEO and President Gayle Fuguitt to find out what we can expect.

  • Making Content More Relevant: Q&A With Conductor's Seth Besmertnik  in MediaDailyNews on 03/10/2015

    Conductor CEO Seth Besmertnik has found a way for companies to discover new customers on the Web through targeted content. His company bills itself as Web presence management, advising advertisers on the best ways to target consumers at the point-of-purchase intent. The recently released Conductor Searchlight platform transforms a brand's Web presence in "unpaid" channels like organic search, content and social.

  • CIMM Gears Up For Challenge Of Measuring Kids And Teens in MediaDailyNews on 02/22/2015

    CIMM (the Coalition for Innovative Media Measurement) just announced a new committee on Children and Teens' measurement that is tasked "with the goal of providing a higher level of urgency and importance to improving cross-platform, digital and mobile measurement (for both content and ads) among children and teens ages two to 17," according to CIMM CEO Jane Clarke. The committee has approached both comScore and Nielsen with RFPs to see what measurement approaches they recommend.

  • The Music Industry is Just Fine: Q&A With Jeremy Kagan in MediaDailyNews on 02/09/2015

    Jeremy Kagan has an eclectic background, from managing punk rock bands to hyper-local digital business development. His company PricingEngine helps small businesses take full advantage of digital advertising opportunities. Here is an excerpt from my full interview with him:

  • Cross-Platform Addressability: Q&A With Benjamin Masse in MediaDailyNews on 01/27/2015

    Benjamin Masse's background is in anthropology, which is not as far afield from media as one might think. His canny assessment of consumer behavior has helped him in the music recommendation system sector, then at Google, and now at Triton Digital, a leading technology provider for the audio industry.

  • Commodity Media Is Over: Q&A With Adaptly's Sean O'Neal in Online Media Daily on 01/22/2015

    Sean O'Neal, president of Adaptly, has been in the advertising technology business for about 20 years and so has experienced the gradual yet transformative change in the digital advertising funnel. Here's an excerpt from an interview where O'Neal discusses his company as well as digital advertising metrics, the impact of connected television on his part of the business, and trends overall for the digital landscape.

  • The Journey Is The Message At Videoschmooze in MediaDailyNews on 01/12/2015

  • Ch-Ch-Ch Changes: Tomorrow's TV  in MediaDailyNews on 12/16/2014

    There's only one constant whenever I attend the TV of Tomorrow conference, and that is the discussion of change. Traditional media companies (whether in content curation, sales or measurement) need to keep up with the advancements or risk eroding their business. Tracy Swedlow, Founder of TVOT, explained that "this is an exceptionally changing year.... because there is so much disruption... investment, new ideas, platforms. Companies have to aggressively change their strategies even faster than they had to before."

  • Finding New Places For Advertising: Q&A with Rick Sirvaitis in MediaDailyNews on 12/09/2014

    Rick Sirvaitis is a sales legend in the media industry, with stints at Blair, NBC Network, WDIV, Turner, Fox Family, and GM Mediaworks. Now, as president of StoreBoard Media, he is involved in an entirely different form of advertising, putting ads where we've probably never seen them before: on the security pedestals located at store entrances. It seems as if advertising is everywhere, but there are apparently more opportunities to place messages than we thought. And at a time with more technology built into every out-of-home ad, the simplicity of this type of advertising is notable.

Comments by Charlene All comments by Charlene

  • Research Is The Industry's One-Armed Paper-Hanger by Charlene Weisler (MediaDailyNews on 03/23/2015)

    Hi Nick, Thank you for your comment and you are right - research quality is paramount. On the video posted on my blog (, Dr Tom Evans said just that - he would concentrate on quality in research. I would love to interview you on this subject, Nick.

  • Research Is The Industry's One-Armed Paper-Hanger by Charlene Weisler (MediaDailyNews on 03/23/2015)

    Hi Ed, Good point. And too, trying to figure out which data actually drives a call-to-action. Even if we are already sitting on some or all of this great data, it is still very silo'd. We don't know if a certain combination will help to predict performance better than an individual dataset.

  • ARF Re:Think 2015 Conference Comes To Town by Charlene Weisler (MediaDailyNews on 03/13/2015)

  • CIMM Gears Up For Challenge Of Measuring Kids And Teens by Charlene Weisler (MediaDailyNews on 02/22/2015)

    Hi Ed, That is a good point and one that might not only be assessed by Nielsen but also by those companies that rely on Nielsen measurement of those under 18.

  • Cross-Platform Addressability: Q&A With Benjamin Masse by Charlene Weisler (MediaDailyNews on 01/27/2015)

    Hi Ed, I agree. This is a very big question and I suspect we will never get to the optimal targeting, partially because it would be a big infringement on privacy. But we can certainly do better than we are doing now. There is more integration. Could there be even more? Sure. I think integration will continue and silos within companies that contribute to the inefficiencies will have to break down. While segmentation is better, it is hard to standardize at this time and there are still unknowns within segmentation behavioral profiles. But the compilation of various data sources and the application of machine learning and AI could make it better. Small steps but some progress.

  • Cross-Platform Addressability: Q&A With Benjamin Masse by Charlene Weisler (MediaDailyNews on 01/27/2015)

    I think audience would be better defined than the proxy of age/gender but it would depend on the segmentations used. I am curious to know others' opinions on this.

  • The Journey Is The Message At Videoschmooze by Charlene Weisler (MediaDailyNews on 01/12/2015)

    Thanks Ed.

  • Ch-Ch-Ch Changes: Tomorrow's TV by Charlene Weisler (MediaDailyNews on 12/16/2014)

    Hi Ed, I think we will slowly get away from age gender proxies and as there is more big data, especially shopping data, added to the mix for certain product categories we will be able to more easily map the consumer path from exposure to purchase or some other call to action. The challenge is to scale this. But that is being worked on now as the technology improves. MRI is valuable but maybe not so much in this instance since it is recall. But maybe there will be a way to incorporate some of the MRI data into the process - maybe attitudinal etc?

  • Ch-Ch-Ch Changes: Tomorrow's TV by Charlene Weisler (MediaDailyNews on 12/16/2014)

    With target segments, I think advertisers often do take into consideration potential switchers and those open to messages. And I am not sure how many categories are totally without some form of data even if it is custom study or qualitative. All of that can go into the mix for some form of targeting, I also agree with Dave and expect TV to go more programmatic in that area of buying and selling much sooner than later.

  • Ch-Ch-Ch Changes: Tomorrow's TV by Charlene Weisler (MediaDailyNews on 12/16/2014)

    You could be right. I am hoping we are talking all of these test cases into consideration in making our business decisions. If we can evolve into content first and platform second, we might be able to tilt the business model in a way that still provides for a viable future for television companies. Of course the potential revenue might shrink and with it some jobs. But there will also be many more media outlets, albeit smaller.

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