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ESOMAR Measurement Conference Hits Shanghai
MR trade body ESOMAR is working with the World Federation of Advertisers (WFA) on next year's World Research Conference, taking place in Shanghai in June. The event, entitled Worldwide Multi Media Measurement (WM3), will focus on how to develop a consumer-centric vision of cross-media consumption.
The WFA's Media Committee recently launched a Blueprint for Consumer-Centric Holistic Measurement, to encourage accurate audience measurement across multiple media (www.mrweb.com/drno/news4519.htm ).
At September's ESOMAR Congress in Cannes, Ted McDonnell, Manager of Interactive Marketing Innovation at Procter & Gamble, speaking on behalf of the WFA, said the blueprint aimed to 'guide the transition of audience measurement in the industry to accommodate the increasingly complex media consumption behaviour of consumers'.
McDonnell emphasised the importance of industry-wide dialogue and collaboration in order to improve measurement techniques. He suggested that, by striving for competitive advantage and developing niche products, research companies were impeding the development of more effective metrics.
The conference will encourage delegates to share experience and best practice, with a focus on finding measurement techniques that assess the true effectiveness of marketing communication in the multimedia environment. Issues to be addressed include the following.- How existing passive measurement systems reflect current consumer media consumption behaviour.
- Which of the latest initiatives answer the advertisers' search for holistic measurement.
- What ideas, research applications, methods and techniques can we borrow from consumer insight disciplines to boost audience measurement practices.
The deadline for outlines of contributions is 20 January 2006. Guidelines for submitting an outline, and more details of the conference, are at www.esomar.org.
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