Audience Measurement 4.0
JUNE 23-24, 2009
Millennium Broadway Hotel –
New York City
The way consumers use media is changing at an unprecedented rate. 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.
The Millennium Broadway Hotel
145 West 44th Street
New York City
Call For Proposals
Deadline for Submissions is Thursday, January 29, 2009.
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?
On June 23–24 2009, the ARF will present the best current information on these questions. We invite you to submit proposals for research presentations in the following areas:
Filling the Consumer Measurement Gaps
“Research is two years behind the consumer” said a major global advertiser at a recent ARF meeting. And, nobody disagreed. We are looking for papers that fill the consumer measurement gaps … any gap. As long as filling it will make a difference on the effectiveness of marketing expenditures.
When Will the Alternative to OTS Be Defined and Widely Accepted?
Most everybody understands the limitations of buying and measuring on the basis of Opportunties-to-See numbers. “But, advertisers want these numbers”, the media say. It could be that it’s because the advertisers are not sure of the replacement. If your paper suggests that “behavior” ought to replace OTS, then tell us how the industry should measure it with confidence.
Online Audience Measurement? Still an Elusive Goal?
The most measurable medium ever remains a measurement conundrum. What are the truths? How should advertisers buy? Measure? Learning wanted.
Is Tapping the Multi-cultural Opportunity Possible Without Better Measurement?
More and more advertisers are beginning to accept that there is real business opportunity in carefully crafted and targeted communication to multi-cultural audience segments. But the media are not measuring these segments properly…or are they? Papers on how to get a better measure of multi-cultural audiences and related issues are sought on this topic, especially in the arena of emerging media. Just as critical is learning about the synergy between general and multi-cultural targeted media.
Measurement In the World of Social Media
More and more people are spending more and more time in their chosen world of social networks. Is this a place for “advertising”? If so, what kind will be effective? Can it be measured? How?
Digital Video on Three Screens
Video is finding its way to PC’s and mobile devices … big pictures, small screens. How do we decide and test executions from screen to screen? What kind of work is being done to innovate and optimize on these screens?
Accountability – Is It Getting Harder or Easier To Measure ROI?
We are looking for breakthroughs on accountability measurement – especially holistic and synergistic metrics. What is the evolving role of data integration … who is leading? What are they doing?
International Audience Measurement Successes
We have learned to expect more and better innovation from outside the US … for all the obvious reasons. If you are doing something that is quite different or advanced from what is going on in the USA, tell us about it. Particularly if you live in a country that is much more developed in terms of technology device usage and application.
What Does Consumer Control Really Mean for Audience Metrics?
How must audience metrics change to reflect that phenomenon we label “consumer in control”? The traditional brand lens that eyed consumers and then sent messages to them is no longer apt. What are you learning about the changes required to look through media from the consumer lens? How does it help? What are the business implications?
Has the Time Come for Competition in Media Audience Measurement?
Over the years, the media industry has gravitated toward single company measurement of individual media, often at the expense of measurement innovation. Given the economic times we live in and the sweeping changes in how and where media are consumed, the industry is increasingly being challenged to think competitively and outside the box. Provide us with your forecast of what the ideal media measurement environment should look like.
How will we get there over the next decade?