He's coming sooner than you think...
At the Ad:Tech conference in San Francisco last week, advertising experts contemplated a variety of approaches, ranging from round-the-clock automated ad tracking to simply reducing the number of ads per show, that could make it easier for advertisers to reach an increasingly fragmented viewing public.
To measure the impact of ad campaigns, VNU, the parent company of television-audience measurement firm Nielsen Media Research, and Arbitron, the media research firm, are developing an experimental program called Project Apollo that takes the concept of viewer tracking to a level of unprecedented detail.
The project, which the companies hope to roll out on a trial basis next year, will require participants to carry a pager-sized device that records all advertising messages to which its wearer is exposed. Participants will also record everything they buy, so that advertisers can figure out exactly which messages made an impact. (WIRED NEWS)
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