The mobile phone has become an indispensable tool during the course of our daily activities. Development of 3G networks combined with that of smartphones has accelerated the use of the mobile internet. This media's success in meeting the need for instantaneous searches for information, recreational activities and communications has been an incentive for developing new content offers especially suited for the mobile screen. The Telephony and Mobile Services Survey conducted by telephone with 11,500 individuals representative of a population aged 11 years and over, permits measurement of the rapid expansion of mobinautes in France.
The cross-media audience measurement has been operational in France since December 2008. This new tool requested by the French media market is an innovative approach to quantify the media brand audience across media.This presentation will introduce the tool and the first key findings after 7 months of launching.
The objective of this paper is to introduce an innovative methodology for propagating audience data in a consumer panel in order to build a 'single source' and to measure advertising efficiency.
Recent studies in the United States concerning short term advertising strength and effective frequency have triggered numerous important questions in Europe. In France, the great majority of advertisers continue to use pulsing strategies. Single-source data has been available in France since 1996 creating new research concepts in addition to direct STAS application. This document describes sixty-nine STAS calculation results. Also developed in this document are different approaches to recency and the best way to test media planning alternatives.
The 1996 is the year of the launching of French single-source research with a data base, named TVScan, providing meter audiences together with scanner-collected purchases. A case study illustrates the approaches developed for integrating the marketing target in the media strategy, and measuring the advertising effects on real purchase behaviours.