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How are medium, message and sender affecting advertisers and agencies?
Advertisers stimulate consumers to mash-up and re-purpose content provided in campaigns but consumers are not always mere participants in this process; some are original creators and senders. Access to the internet, a ubiquitous video camera in their pocket and multi-media creation & distribution technologies is multiplying the effect.
WM3 2010 will explore the impact and consequences of consumers becoming media producers on audience & media measurement, advertisers and their agencies.