Data-Collection Devices Help Glean More Detail About Consumer Habits
After a year-long trial, a joint venture of media-ratings companies Arbitron and Nielsen says it has proof that a new technology-driven approach can help clients fine-tune their marketing.
The venture, Project Apollo, gave tracking devices to 11,000 participants to monitor their media exposure and product purchases. One device -- known as the Portable People Meter -- picked up audible advertising messages from radio and television. Other advertising was measured in online surveys. A second device, called HomeScan, tracked purchases when participants used it to scan the barcode of every item they bought.
The trial found that people exposed to several months' worth of advertising for 13 mid-to-large brands spent 5% to 8% more on the brands compared with spending before the ads ran. Consumers in the brands' target demographic boosted their purchases 8% to 12%. [ MORE ]
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