18 results
  • It's Time To Apply Digital Video Metrics To TV Ratings
    If we focus on duration of viewability for cross-screen video, then it makes sense to do the same for the television audience. Measuring duration of "watching" TV would deliver mo ...
  • Ford Dangles 'Idol' Finale In Promo
    Ford is also working with an agency called House Party to organize 1,000 private house parties for the night of the finale. Local Ford dealers will loan new 2010 Fo ...
  • Media Metrics: The Price Is Right
    It boils down to choice. Price is a matter of choice. More choice tends to make consumers more sensitive to price. The jargon is elastic, meaning that if the pri ...
  • Targeting: Looking into the Stars
    I keep feeling like I am standing on top of an iceberg, unable to see what is below the waterline. At any time worldviews can flip. Then, what has be ...
  • Targeting: A Crisis of Confidence
    Some market and media researchers have moved from expensive random digit dialing, mailings and in-person research to the significantly less pricey platform of online research. ...
  • Targeting: It's - Still - All in the Mix
    Every other year, accountability makes a resurgence. "Like it or not, CMOs still have to prove their worth" reads a recent headline in one major ad industry publication. But ev ...
  • Targeting: Google's Got The Key
    We swim in a sea of data. Focus groups, transactions, all sorts of surveys, Web traffic, assorted non-sale responses, TV meters, portable meters, mall intercepts, and contests - and that ...
  • Targeting: Media Planning Died Last Year
    Independent companies have been trying to start up ad auction exchanges for years. Remember the famously flamboyant endeavor of the now-failed Enron? Well, the Association of National Advertisers (ANA) thin ...
  • Targeting: From Seeing to Believing
    Almost 40 years ago, the media community started negotiating television deals on gross ratings points for persons instead of households. Ten years ago, some intrepid buyers started to include t ...
  • Targeting: Paying for Attention
    The advertising research foundation (ARF) is making a valiant effort to champion "engagement" as the future of communications metrics. Its insistence that the metrics be reliable, valid, and predictive ...
  • Column: Targeting -- Taking Aim at Vacations
    Tired? need a vacation? Italians take 42 days off every year, according to the World Tourism Organization. The French take 37; Germans take 35. The British and our Canadian frien ...
  • Targeting: Who Controls Your Brand?
    Are you a traditionalist? Do you target from a broadcast viewpoint? If you are wondering what "broadcast viewpoint" means, then you are a traditionalist. Broadcast viewpoint is the perspective th ...
  • Column: Targeting -- Virtual Worlds, Real Money
    Entertainment is a strange affair, and gaming is downright peculiar. More than 30 million gamers immerse themselves in make-believe worlds and call themselves “residents,” and millions more engage in arcade-ty ...
  • Targeting: Networks Split and Grow
    Nearly a year ago, 68 percent of adults were using the Internet, according to the pew internet & American life project. Meanwhile, 22 percent of Americans were not only n ...
  • Six Degrees Of Mark Green
    Every once in a while, Walt Disney teaches us something important. His notion that it's a small world, after all, turns out not only to be true but also ...
  • Targeting: Three Reasons
    I have a mass product. it sells everywhere. I need to reach everyone. Why should I target? It just makes my CPMs more expensive." This common perspective has created t ...
  • Measuring Media: Simple Is Good, True Is Better
    Measuring media can be a nasty business. There is always understandable pressure to make measurements simple and inexpensive. While good in theory, this pressure can quickly lead to bad decision ...
  • Getting Around the Pipe
    You can feel the tremors. A major earthquake is about to disrupt television as we know it. This year, the piping companies are working hard to replace the old platfor ...