Making Commercials Work Better A new company has sprung up to offer advertisers help in improving…

Making Commercials Work Better A new company has sprung up
to offer advertisers help in improving their targeting of commercial messages
on various broadcast media, using digital technology. Integrated Media Measurement
(IMMI, Inc.) tracks the behavior of 3,000 panel members (including teenagers)
by having them carry a special cell phone (the panelists get free cell phone
usage for two years). The phones capture samples of audio 24/7 from the
surrounding environment. Samples are then analyzed digitally and matched
against known ad content to see what the participant is listening to, and
»

Making Commercials Work Better A new company has sprung up
to offer advertisers help in improving their targeting of commercial messages
on various broadcast media, using digital technology. Integrated Media Measurement
(IMMI, Inc.) tracks the behavior of 3,000 panel members (including teenagers)
by having them carry a special cell phone (the panelists get free cell phone
usage for two years). The phones capture samples of audio 24/7 from the
surrounding environment. Samples are then analyzed digitally and matched
against known ad content to see what the participant is listening to, and where
the participant heard the ad (TV, radio, internet, DVD, etc.). This technology
has the potential to inform marketers of ways to reach those who watch TV
online, a group who tend to be missed through traditional television ads.
Another new potential ad content stream being explored is movie theatre ads.
Traditional Nielson ratings (see Mini Case 2.1) only cover television viewers, so
there is considerable investor interest in this emerging high-tech sampling
method. A carefully designed stratified sample of panelists is needed to permit
estimation of ad exposure of listener populations by age, ethnicity, education,
income, and other relevant demographics.

»

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