Abstract:
The 'long tail' of digital media creates new challenges, not only for audience measurement but also for the design of media research databases, analytical systems and reach/frequency models. Current reach/frequency and optimization models generally work from the 'bottom up' as individual media units are selected and combined one at a time. This paper describes a 'top down' solution for Out-of-home and its broader implications for increasingly fragmented media, notably digital and on-line, whose currencies are produced by the integration of diverse data sets.
Research Papers
Reach, medienreichweite, cobertura or couverture?
Catalogue: WM3 2010: Your Audience = Media Consumer + Generator
Author: Daniel Cuende
Company: Cuende Infometrics
October 21, 2010
Research Papers
More than just a survey
Catalogue: WM3 2007
Authors: Jay Mattlin, Joseph C. Philport, Pete Walsh
 
June 3, 2007
Research Papers
Catching up with WEB-TV
Catalogue: WM3 2010: Your Audience = Media Consumer + Generator
Authors: Bas de Vos, Frans Kok, Liesbeth Nekkers, Janet Slabbekoorn, Mariana Irazoqui
Companies: GfK, Stichting Kijkonderzoek (SKO)
October 21, 2010
