WM3 2008

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WORLDWIDE MULTI MEDIA MEASUREMENT

Scoring media for ROI potential

Jim Spaeth

Abstract

This presentation reports on early, but very promising, research results toward an innovative media selection factor.  Media Ad Xponent(SM) isolates a program’s contribution to a commercial’s ability to motivate incremental brand sales, above and beyond its ability to deliver recent category purchasers.  This new learning evidences the economic value of single source data and supports our belief that it will soon return to the marketplace.

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Jim Spaeth

Prior to co-founding Sequent Partners, a brand and media metrics consultancy, Jim served, for seven years, as President of ARF, The Advertising Research Foundation, where his mission was profitable business through effective research and insights.  Prior to leading ARF, Jim spent over a decade developing new research tools to improve business performance.  He has also led the media research function at General Foods and Young & Rubicam. Jim is the co-author of Market Research Matters and numerous articles and is a frequent conference speaker.  Jim holds a B.A. in Mathematics, an M.S. in Econometrics and a Ph.D. in Economics.    

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