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Global Market Resarch 2013 is the 25th annual industry study undertaken by ESOMAR, providing a comprehensive and authoritative view on the state of the market.
|Author(s): Tony Jarvis
Collection: WM3 - Worldwide Multi Media Measurement 2010
Keywords: Audience Research
Members: EUR 12.00
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.