Spanish ban on advertising on public TV (10/08/2009)
WFA research shows insight into global audience measurement (31/07/2009)
Contagious: "The rise of own brands" (31/07/2009)
Bing to power Yahoo! as part of global search deal (31/07/2009)
BRICs well-placed for economic recovery (28/07/2009)
WFA presents global audit of holistic measurement initiatives at ESOMAR WM3 event
Date: 09/06/2008
At the recent ESOMAR Worldwide Multi-media Measurement Conference in Budapest Robert Dreblow (WFA) and Giovanni Fabris (Fabris Media Services) presented the results of a global audit of existing consumer-centric, holistic measurement initiatives. The audit, the first of its kind, was designed to provide an overview of global progress in this area.
The results have fed into a new website (www.wfablueprint.org), designed to help encourage new initiatives get started around the world.
The beta site re-states what advertisers want from audience measurement as outlined in the WFA's Blueprint for Consumer-Centric Measurement. It will support advertisers' goals with case studies from existing projects and ‘starter packs' developed for markets looking to launch their own initiatives.
WFA members can download the presentation below.
Bernhard Glock (VP for Global Media and Communications, Procter & Gamble and President of the WFA) also gave a presentation addressing the importance of research for advertisers.
His key messaged focused on the need for advertisers to regain trust, to get ready for global communication and to be prepared to change.
As more and more brands are positioned globally, the need for compatible metrics becomes more important. Global learning has become key to P&G, to keep apace with the accelerating rate of change across media and consumer touchpoints, such as mobile and in-store.
These changes are also behind the WFA's demand for more consumer-centric, holistic measurement. It is clear that researchers must have a seat at the table and that agencies and media owners need to hire the right mix of people who can collaborate and move research out of its silos.
Source: WFA, with additional content by WARC
Documents:
GF RD WM3 Blueprint Audit 4 6 08.ppt
