Global Audience Measurement Conference

ESOMAR, together with ARF, the Advertising Research Foundation is organising the 2nd Worldwide Audience Measurement conference, WAM, to be held in Los Angeles, USA from 15-20 June 2003.

In a world saturated with advertising messages, choosing the right channel to communicate to the target audience, then accurately measuring its effectiveness is becoming increasingly difficult. The proliferation of media options and the increasing use of multimedia campaigns make this task even more challenging.

WAM has become the annual get together of the audience measurement community with around 500 specialists gathering during 5 days to discuss the latest industry topics related to Television, Radio, Media mix, Print, Online and Out of home/ambient audience measurements.

The conference programme will cover the following topics:

• Television audience measurement: The growing proliferation of channels is creating fresh challenges to market researchers. The increasing competition from other media and new ways to avoid watching TV advertising altogether, How will this affect audience measurement? What other trends and solutions ahead?
  
• Radio audience measurement: As radio research shifts from traditional methods of collecting listener data such as interviews and diaries to advanced methods such as electronic data capture using audiometers, what implications for research when using audiometers? How to interpret the data? How electronic meters influence radio research?
  
• Media mix audience measurement: New for 2003, an entire day will study the complexity of measuring all available media together. The exciting programme with plethora of quality papers will address 3 major themes, Media strategy, ROI and Fusion/data integration.
  
• Print audience measurement: Beyond benchmarks, definitions and agreed standards, how to deal with declining respondent cooperation, How to compare print with other media, a fresh look at methodologies.
  
• Online audience measurement: Value for money is still at the heart of the advertisers predicament when it comes to using the internet as an alternative promotion tool. Accountability and performance drive new methodologies, How to optimise media plans and at what should be the currency in internet advertising.
  
• Out of home/ambient audience measurement: New for 2003, retrospective of current methodology available, latest trends including eye tracking , personal electronic devices and more explore the boundaries of ambient measurement

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.