WM3 2008

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WORLDWIDE MULTI MEDIA MEASUREMENT

Where do you really watch when you are seeing?

Mike Hess
Karina Besprosvan

Abstract

Our presentation will employ the latest technology to better understand the relationship between what people say they watch versus what they actually are watching during a product placement segments of television.

As such, the paper is based on a number of continuous research studies conducted in the USA and Latin America from 2004 to the present. Each is based on a variety of tools and models whose learnings allow us to better plan and buy television advertising.

We will compare and contrast more recent work with eye tracking methods to the earlier studies, and, in so doing, also try to find where information gaps still exist in our understanding of how product placement works, and suggestions for improvement.

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Mike hess

Mike joined OMD in 2004 with a mission to integrate the best consumer learning with the discipline of research analysis to find the most effective, actionable and accountable plans for its clients. As a major step to that end, he recently introduced Market Structure Prospector, a channel planning tool that segments the market to determine key new customer prospects, while linking these prospects to a media plan. As global director, Mike serves on several industry committees to advance the state of the art and has been a frequent speaker at ARF, AMA, and other industry functions.

Prior to OMD, Mike ran the in-store research, point-of-sale business for TNS, the world’s largest survey research company, where he analyzed relationships between consumer attitudinal data and at-the-shelf decision-making behavior. In this role, Mike was the first to link attitudinal loyalty segmentation with implications for retail shelving and overall category management strategies. Mike has also held senior positions at IRI, Clorox, BASES and Bristol-Myers. His monograph, Short and Long-Term Effects of Advertising and Promotion was published by the AAAA in 2002. He has also contributed articles to Advances in Consumer Behavior, Marketing Research Magazine and the CASRO annual. Mike has an MBA from Wharton in Marketing Research, M.A from Columbia in Experimental Psychology, and B.S. from Loyola University of Chicago.

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karina besprosvan

OmnicomMedia group research manager for Chile and LATAM since January 2007. Before Karina was OMD`s research director Chile since 2004, after the fusion between Optimum Media, Media Direction and Tactical Media, all media agencies related to BBDO Chile, DDB Chile and TBWA\Frederick, respectively.
In 2006, her unit received the award “Best Research LATAM unit from OMD”, distinction posted by the company’s CEO.
She holds university studies in Marketing, Advertising and Sociology, in Argentina. A Diploma in Business Planning from Westminster University, London. And holds a Master in consumer behavior in UAI University Chile.

She has a good track experience teaching and writing in marketing an research subjects. Among her last latam studies are: “ between the public and the privacy. The gays world”; “ Living Christmas in Latin America”; “Where are the kids nowadays?”; “making efficiency in product placements” . She is an active ESOMAR member, being selected as a committee member for the LatinAmerica 2008 Esomar World Research Conference.

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