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The ARF's Audience Measurement 3.0 examined the most urgent industry measurement need – getting out in front of the consumer. The challenge for audience measurement is keeping up with the consumer, not technology.
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Today’s audience measurement challenge is NOT keeping up with technology, it’s keeping up with consumers. Where are they? What are they doing? How are they doing it? What tools can we use to measure them? Will they work with us to help secure measurement? These are the questions that 2008 Audience Measurement 3.0 addressed.
Previous ARF Audience Measurement Symposia have examined the challenges of traditional media versus new media and, last year, the increasing personalization of media. This year, we examined the urgent need to get measurement out in front of the consumer.
AM 4.0 puts the best brains in the business together in two intense media measurement-driven days. Learn from leaders light-years ahead of the pack: Jeffrey Cole of the Digital Center of the Future and Louise Shipnuck, IBM's Institute for Business Value guru, report on the leading trends in the digital realm and prognosticate on the future. Google, YouTube, Microsoft, Ford, NBC Universal, TNS, Nielsen, Kraft Foods, ABC, Starcom, ESPN and others connect the elusive consumer dots.
Learn. Probe. Find answers. AM 3.0 explored:
ABC • AT&T • Cablevision • CBS, Corp. • Charles Schwab • Cisco • comScore • CondeNast • Discovery • Dish Network • ESPN • Ford • General Mills • General Motors • Google • HBO • J.D. Power & Associates • Kraft • Microsoft • MTV • MySpace • NBC • New York Times • Nickelodeon • Philip Morris • Prudential • The Nielsen Company • Time Warner • Tivo • TNS • Unilever • VH1 • Warner Brothers • Wm. Wrigley Jr. Company • Yahoo