ARF Audience Measurement 7.0
“The measurement crisis – new users and new technologies demand new strategies,” was the theme for the seventh annual Advertising Research Foundation’s Audience Measurement conference at New York City’s Marriott Marquis. A record 118 research papers were submitted for consideration with 32 being presented at the conference.
Not only are new media measurement techniques needed for the way in which consumers are adopting a dizzying array of new devices and multi-tasking on different platforms, but there is also a new urgency to develop techniques that can span different platforms — from television to tablets to mobile phones.
In his opening address, David Marans, executive vice president of media at ARF, said that the laser light display on the stage was a metaphor for the industry: “It’s dazzling and challenging.”
Throughout the two days of the conference, ARF asked conference attendees to vote on a number of questions via keypads. One of the key questions was: “Is cross-media measurement, defined any way you want, likely, possible, or unlikely in the next five years?” The response was optimistic, with 56% saying it is likely.
INMA sent Rosalyn Retkwa to cover this conference, and this is her report.
11-12 June 2012
New York, United States