While the radio industry is having a discussion about whether or not it can or will embrace a passive measurement system like PPM, brand managers, marketers and agencies are having conversations that sound much like this article from Mark Green posted this week on MediaPost. The radio industry should be digging into understanding this new system and how to use it to illustrate the accountability of this medium in the highly targeted, results-oriented, accountable world that is marketing today.
Targeting: From Seeing to Believing
Almost 40 years ago, the media community started negotiating television deals on gross ratings points for persons instead of households. Ten years ago, some intrepid buyers started to include the importance of unduplicated rating points, commonly called reach, in their negotiations. More recently, a few buyers began to target consumer ratings instead of demographic ratings.
The tools for this next step are still evolving through fusion and related technologies that connect consumption studies with media measurement tracking data. On the side, a whole business of marketing mix modeling has grown up to provide direction on which marketing techniques are driving short-term incremental sales. VNU/Arbitron's much discussed single-source Apollo pilot might become the centralizing force. It is meant to provide marketing, media, and purchasing observations in a single source, driving strategy and tactics for targeting and execution in real time without the fog and complexity of probability models. [ MORE ]
After reading the full article, how many of our current sellers could we send in to have a conversation at this level - and with which tools would we prepare them? MSO
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