Resources Library by ANA

Defining the gold standard for user centric global online audience measurement

This paper addresses the definition of 'Gold Standard' for a very specific research field - user centric audience measurement, and in particular the sampling methodology for audience measurement.

Catalogue: ESOMAR/ARF WAM Conference 2003: Out of Home/Ambient Media

Author: Richard W. Goosey

June 20, 2003

In-store advertising audience measurement principles

The objective of this paper is to describe the progress in developing an In-store Audience Delivery measure for the Point of Purchase Advertising International (POPAI). The Audience Delivery measure is being developed to provide the industry with a...

Catalogue: ESOMAR/ARF WAM Conference 2003: Out of Home/Ambient Media

Authors: Doug Adams, Jim Spaeth

June 20, 2003

Does out-of-home advertising work?

The 'Out-of-home' marketplace is exploding. There are a few places people go that do not have some opportunity for a commercial message. But do the vehicles in these places accomplish their goals? This paper examines the effectiveness of...

Catalogue: ESOMAR/ARF WAM Conference 2003: Out of Home/Ambient Media

Author: Debbie Solomon

Company: MindShare

June 20, 2003

Real profile

When faced with a market need for cost-effective data analogous to user-centric panel-based audience measurement, the Polish market developed the 'Real Profile' methodology. The methodology combines the use of declarative pop-up surveys and...

Catalogue: ESOMAR/ARF WAM Conference 2003: Out of Home/Ambient Media

Authors: Christopher Modzelewski, Tomasz Cisek, Piotr Ejdys

June 20, 2003

OOH VS. other media

How efficiently does ambient media reach and affect people? Does it do it as efficiently as Starbucks' investments in television, radio and print advertising? For last summer, the answer was yes, it was as efficient as the other media. This is a case...

Catalogue: ESOMAR/ARF WAM Conference 2003: Out of Home/Ambient Media

Authors: Ann L. Breese, Donald E. Bruzzone

Company: Starbucks Corporation

June 20, 2003

Unveiling the true value of ads

Taking the guesswork out of advertising audience measurements has been the wish of advertisers, media buyers and newspaper executives for many years. Most of the time the measurements have been conducted on a street-based or telephone based...

Catalogue: ESOMAR/ARF WAM Conference 2003: Print

Authors: Erik Wilberg, Staffan Hultén

June 19, 2003

Is anybody home?

This paper discusses a method to incorporate out-of-home viewing in the TAM ratings. In some cases the audience profile of channels and their programmes could be dramatically different if this viewing behaviour would be integrated in the ratings.

Catalogue: ESOMAR/ARF WAM Conference 2003: Television

Authors: Lex van Meurs, Nelly Kalfs

Companies: Stichting Kijkonderzoek (SKO), GfK

June 17, 2003

Deployment and implementation of the Audience Measurement System (AMS) in Latin America

DIRECTV Latin America has worked with NDS to implement a Smart Card / Set Top Box based Audience Measurement System (AMS). The system can provide most of the advantages of a standard set meter while allowing simple, cost-effective deployment to...

Catalogue: ESOMAR/ARF WAM Conference 2003: Television

Authors: David Samson, Sandro Mesquita, Mark G. Welsh

June 17, 2003

Purple GRPs

For many years both broadcasters and agencies have conducted research to discover whether there is a relationship between positive TV programme involvement and commercial recall. In the main, they have agreed that such a relationship exists. This...

Catalogue: ESOMAR/ARF WAM Conference 2003: Television

Authors: Sheila Byfield, Annette Nazaroff

Company: MindShare

June 17, 2003