ARF Audience Measurement 6.0
More than 700 media, marketing and research executives from around the world gathered in New York City on June 13 and 14 to share and gather insights about cross-media challenges, global media consumption, mobile measurement and social media at the Advertising Research Foundation's Audience Measurement 6.0 conference.
In an age of accelerated change, where consumers absorb and disseminate a daily flood of digital information, marketers and researchers are juggling unprecedented challenges and opportunities, said David Marans, executive vice president of media for the ARF, who served as conference chairman.
“Back at 1.0, many of today's topics didn't even exist,” Marans said. “Accelerated change is a hallmark of 21st century living. I think it's a terrific time to be in our business. I think this is the platinum era for research.”
Terry Kent, CEO of Kantar Media North America, who served as co-chair on the first day of the conference agreed: “The rapid development and consumer acceptance of new technology has in some ways created a new environment. — Content flows along new channels and even across global oceans.”
Sean Creamer, executive vice president for U.S. Media Services at Arbitron, added: “With the massive proliferation in the number of media choices consumers have — I think it's incumbent upon measurement services companies to keep pace. We need to deliver solutions to allow us to take advantage of those many opportunities available. If it can't be effectively quantified, it can't be effectively monetised.”
INMA sent correspondent Laura T. Ryan to cover this event, and this is her report.
13-14 June 2011
New York City, United States