jeudi 22 novembre 2012
I especially found problems of bad conception. The audience studies seemed to be too narrow
For complementarities between traditional media appears and the interest to be strengthened in the eyes of buyers space, it seemed necessary that the measurements are cross media audience.
This requirement has been explicitly expressed by advertisers and reference by the Coalition for Innovative Media Measurement. The CIMM has defined in 2009 as the required systems "able to measure from the same source and real-time by all television channels and other media?".
Still new devices continue to implement and they are not cross media or in real time.
What explains this discrepancy? Groups that control measures would they not understand the current challenges? Would they not have enough information? Is it because their organizations are not adapted to the cross-media? Will they apprehend change too difficult to master? They would be afraid that the data generated not damaging of established interests? Would they just as conformist?
The fields of audience is too narrow for another reason: many media are trans-national. For a radio station or a television broadcast by satellite or Internet, the audience area is its linguistic territory. For example, most of the Russian-speaking channels are viewed in fourteen countries. French chains in forty countries. For many stations and channels, the audience of other countries now weighs heavier than the country of origin. For radio, this phenomenon should be spread even faster, at a rate of mobile Internet.
The major advertisers have internationalized their communication strategies by linguistic and cultural territory. Their purchasing decisions are based on space analysis audiences in these areas. For this, the most powerful of them make their own multi-country action on their target audience.
International media, for example, those offering digital packages, data are available for measuring audience in patchwork, inconsistent, difficult to use and to argue that lead to under-value proportions in their advertising space.
What is the thinking of professionals on this subject? I have not found much in their publications
mercredi 21 novembre 2012
Audience measurement : Problems?
By conducting this research, trying to understand these devices, I detected dysfunctions and abnormalities which surprised me.
I had to pinch myself several times to admit it, but when the market advertising space is one of the very first markets in the world economy, I discovered that it established important trading erroneous database, and inadequate or approximate and using methods that would have surely smile brokers and traders in the fifties.
I present them in this blog a little loose and I'll update and order based on feedback and information that potential readers are kindly requested to send me.
mardi 20 novembre 2012
In two words what I understand how far is made of the audience measurement?
Who decides? They are groups of media professionals, agencies and advertisers who decide the choice of methods and means to implement and determine, by calls for tenders, which will be the operating institutes.
How is it done? For radio, it is usually surveys by telephone or self-administered questionnaires on paper or via the Internet or continuous waves. For television, these are books of hearing or people meters to push buttons. Some systems, yet rare, using people meters individual phones.
Who pays? These devices are primarily funded by the media who want their audience to be measured.
lundi 19 novembre 2012
What I understood of the utility of the audience measurement
For radio stations, but also for other media, audience measurement allows teams selling advertising space to give it a value and promote to buyers.
It also allows teams that are responsible for programs to identify who listens to what, on what stations and thus to adjust programs.
For advertisers and agencies, audience measurement allows, before a campaign, to identify areas with the best cost / audience to maximize the effectiveness of their advertising targets of their campaigns. During and after the campaign, it permits evaluation its impact on advertising pressure and (sometimes) on the cover.
dimanche 18 novembre 2012
What I hear about the old media strategies
I have chosen three ideas of what is reported to me that the analysis would today committees strategic groups that hold the major big and old media.
Traditional media are expected to gradually disappear in favor of online content distributors.
This changeover was speeding up when the advertising market share captured by these new channels would make definitely unprofitable old media, what would happen in five to ten years.
The strategy is to impose on them would make it last as long as possible and profitable this phase of decline. To do this, it would be vital not to disturb the factors that bring them always important advertising budgets, among other systems, audience measurement.
A large part of the new entrepreneurs in traditional media such as TV, radio and the press would today this analysis:
It would be easier and less expensive to create and operate a new media (even TV) with new low cost technologies for the production and Internet broadcast.
New and small media have access to content that prices getting lower and lower with new technical tools of production but also with content sources.
New and small media could focus quite naturally with social networks.
They would be better preserved the risk of extinction by their ability to deal with issues of proximity, community, and their generation ad targeting.
But hearing these media would not be hurt or measured by the devices and the old major media would not change.
jeudi 15 novembre 2012
Audience measurement
Just few months ago, I had a very vague idea of what an audience measurement. After taking the responsibility of marketing for a group of radio stations, I first tried to understand how decisions were made for buyers and sellers of advertising space. I found that I was disappointed. These are the impressions that I wanted to share these notes.
Thank you to the professional audience measurement who were willing to answer my questions, who shared with me on their blogs and on my own and who were willing to read and comment on drafts with my cold blood, despite everything I 'had not understood or misinterpreted, despite my ideas sometimes candid and inconoclastes.
Tarama
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