More than just a survey
Considerations for selecting an integrated approach to audience measurement
Joseph Philport, Jay Mattlin & Peter Walsh
Joseph Philport
Traffic Audit Bureau
Joe Philport joined TAB in 2002 to lead the implementation and development of out of home audits and audience measurement initiatives. Prior to joining TAB, Joe held senior positions at Competitive Media Reporting, Arbitron and Nielsen and served as Worldwide Media Research Director at Young & Rubicam.
Joe co-chaired ARF/ESOMAR’s Out of Home Media Measurement Day as part of the Worldwide Audience Measurement Conference in Geneva, June 2004. Co-authored with Erwin Ephron, his white paper entitled “The Creative Heresy in Out of Home Audience Measurement,” won the Best Paper Award at ARF/ESOMAR’s 2005 Out of Home Measurement Day in Montreal.
Joe has a PhD in Media Communications and began his career in academics at Miami University and the University of Maryland.
Jay Mattlin
MediaMark Research, USA
As SVP of New Ventures at MRI, Jay Mattlin investigates new technologies and pursues partnerships with other companies to enhance MRI’s measurement of print or to expand into measurement of other media besides print. He is currently responsible for MRI’s outdoor measurement study, for developing RFID systems for measuring print, and for promoting media measurement technologies developed by sister GfK companies. Prior to joining MRI, Jay was a VP of Client Service at Knowledge Networks and director of research at a small company called MovieFone. Jay has also worked in the research departments at NBC and Time Inc.
Peter Walsh
Telmar (Asia), Australia
Peter is Global Research Director of Telmar Group, with responsibility for designing the research and statistical models behind Telmar media planning systems. Peter joined Telmar in 2000, initially as president of its Canadian subsidiary.
Previously he was Executive Director of Business & Consumer Research at ACNielsen Sydney, Managing Director of Frank Small & Associates Singapore (now TNS), and also ran his own research company in Australia for over a decade.
Peter began his career in media research and then spent a number of years in advertising where he held research and planning positions before moving back to the supplier side as a research consultant.
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