Introducing The Audience Measurement Event

Over 10 years ago, we identified an overwhelming need in the marketplace - to create a client-rich Market Research Event that focused on the business value of research. Today, The Market Research Event is the largest, most comprehensive research event in the world.

The research community voice is echoed once again, this time from those charged with media research. With fragmentation and the acceleration of digital, social and mobile, we've been asked to apply the same best practices to create this event. Introducing...

The Audience Measurement Event
May 21-23, 2012 | Chicago, IL
Register by this Friday, December 23rd & Save $400 off the standard rates!
Mention your exclusive Code: AMBLOG

The Audience Measurement Event is focused on the business value and actionability of understanding and translating consumer media consumption. The event features a robust agenda filled with real-world case-studies (from industry leaders including AT&T, Microsoft, Google, Procter & Gamble, Time Warner Cable, TiVO, Hearst Magazine, Turner Broadcasting and more! ) and new, never before seen content by visionary thinkers and future forward industry pioneers. The result is a more comprehensive view on creating your ideal media mix strategy. View the event preview now.

Keynotes include:

• • David Eagleman, Renowned Neuroscientist, Author, Incognito: The Secret Lives of the Brain
• • Deb Roy, Director, Cognitive Machines Group, MIT Media Labs, Co-Founder, Bluefin Labs
• • Kit Yarrow, Consumer Psychologist, Golden Gate University, Author, GenBuy
• • Michael Holmes, Director, Insight & Research, Ball State University Center for Media Design

Content Focus Areas:

• • Consumer Centric Approaches
• • Measurement & Advantage Analytics
• • Brand Engagement
• • Path to Purchase
• • Consumption & Multi-Tasking Patterns
• • Content vs. Monetization
• • Media Integration
• • Consumer Trends
• • The Future Media Landscape
• • Consumer Lifetime Value

We hope to see you among the most visionary thinkers, brand marketers and media powerhouses next May!

Five Principles for 3MS: Making Measurement Make Sense Initiative

Net News Click looks at the initiative that starts January 1, 2012, to begin a standardization of metrics across the web and other platforms to make measurement make sense.  The coalition between the Interactive Marketing Bureau, the Association of National Advertisers, and the American Association of Advertising Agencies began outlining goals and principles to begin testing in the first six months of 2012.

In an initiative to make metrics across all platforms make sense:
1. Move toward a standard of “viewable impressions” rather than the served impressions currently counted to measure traffic.
2. Online advertising to move to a currency based on audience impressions, not gross ad impressions.
3. Creation of a transparent classification system to mitigate the myriad ad types found in online media as opposed to traditional media.
4. Acknowledge an industry inundated in digital interaction metrics, many of which are irrelevant to brand marketers. It calls for identifying and defining metrics most valuable to brand marketers and defining and implementing reliable standards for the existing metrics.
5. Making digital measurement increasingly comparable and integrated with other media. Doing so would facilitate cross-media platform planning, buying and evaluation, all of which is presently encumbered by digital’s stubborn exceptionalities.

This will benefit both the buy and sell sides of those who rely on the metrics to make their decisions.  Read more about the initiative here.

Borderless Access Panels Expands to Argentina

Borderless Access Panels has announced the launch of its latest addition in the growing list of proprietary panels - Argentina. The emerging markets online panel specialist had recently expanded its capabilities from Brazil, Russia, India, China and Mexico into South Africa, empowering global organizations to conduct research in high potential markets. Close at it heels comes the launch of its Argentina Online Panel.

Dushyant Gupta – SVP, explaining the rationale for choosing Argentina says – “Argentina was picked out as the obvious choice in the LatAm region after our establishing a foot print in Brazil & Mexico and also for its growing global significance as the next set of growth driver market in this region’”

About Borderless Access:
Borderless Access is the Emerging Market online research specialist with extensive experience in building and maintaining panels across geographies and cultures. Having proprietary panels in Brazil, Russia, India, China (BRIC) plus other emerging markets like Mexico, South Africa and Argentina allows it to reach significant share of global population. Its global partnerships enable clients to reach over 100 million consumers across 65 countries.


Borderless Access is the only online panel company within the emerging markets to be listed as preferred vendor for several Honomichl research companies and Fortune list companies.
Know more at: www.borderlessaccess.com

Announcing The Market Research Technology Event 2012!

Last year, the industry was wowed by the first ever Technology Driven Market Research Event. There's a reason.

In the spirit of our industry flagship, The Market Research Event, we proudly present the new and expanded: The Market Research Technology Event, a holistic synthesis of intelligence, insights and implications. This is an event with practical lessons, productive debate and inspirational messages for moving forward and driving innovation in your organization. This year, TMRTE will take place April 30-May 2, 2012 in Las Vegas.

What's New for 2012?

• - Full-Day Neuro-Immersion Workshop run by Dr. A.K. Pradeep
• One session with Dr. A.K. Pradeep wasn't enough, so for 2012 we've scheduled a full day! It's an in-depth look at how neuromarketing is being applied to the world of brand, product and packaging design, shopper experience, market research and advertising.
• - All-Day Intensive on Mobile Research & Technologies
• As the world grows more mobile and as commerce grows ever more social, the importance of technology to capture data in real time grows exponentially. Learn how the industry leaders from Socratic Technologies, Forrester, Animation Dynamics, Nokia and more, are using Mobile Research in their business.
• - Expanded Agenda featuring 3 Breakout Tracks Intelligence: Learn about the ground-breaking tools that are being used to collect data, and leverage industry knowledge to expand your company's technological palate
• Intelligence: Learn about the ground-breaking tools that are being used to collect data, and leverage industry knowledge to expand your company's technological palate
• Insights: Move into the world of application and analyzing processes. See how companies are turning collected data into valuable research insights
• Implications: Evaluate your intelligence gathered and apply your insights to real-time action plans. Hear successful case-studies from the top client-side companies
• - All New Keynotes Covering the Latest in Market Research Technology including leaders from The Coca-Cola Company, Institute for the Future and more! For the full list, visit our blog here:
• • Stan Sthanunathan, VP, Marketing Strategy & Insights, The Coca-Cola Company
• • Michael Tchong, Analyst, MichaelTchong.com
• • Paul A. Navratil, Ph.D., Manager - Visualization Software, Texas Advanced Computing Center
• • Jane McGonigal, Director, Game Research & Development, Institute for the Future, Author, Reality is Broken
• • Dan Ariely, James B. Duke Professor of Behavioral Economics, Duke University, Author, Predicatably Irrational: The Hidden Forces that Shape Our Decisions
• • And more! 

From market research to business intelligence, the tools available are growing exponentially, the knowledge available is astounding, the game is changing, and therefore, so are we. The complete agenda will be released early January 2012.

As a valued reader of The Market Research Event’s blog, we’d like to offer you an exclusive discount of 15% off the standard rate for The Market Research Technology Event when you register and mention code MRTECH12BLOG! If you have any questions about the event, feel free to email Jennifer Pereira at jpereira@iirusa.com or visit the webpage.

Pandora looking for traditional measurement to compete with radio stations

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Pandora owns 4% of all US radio airplay time, but has been challenged by the measurement of their audience to compare their reach with traditional radio stations.  From July 31, 2010- July 31, 2011, earned  $203 million in revenue, $176 million came from advertising.  Every year, radio receives $17 billion in re venue, and Pandora believes that by having a universal audience measurement tool between streaming and air, they can begin to profit more from advertising.  They are working with Arbitron, who believes they will have a solution for Pandora some time in 2012.

According to AdAge, Paul Krasinski, senior VP-digital media at audience measurement company Arbitron, states that his company "will combine over the air and streaming measurement to provide a holistic look at audio consumption across devices, channels and platforms."

What other benefits does a measurement tool that can compare traditional radio listening and streaming radio listening have for the industry?  Do you see Pandora beginning to profit more from a tool like this?