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媒介和营销界都表现出对一种跨平台广告效果测量工具的热切期待。日前,包括迪斯尼、宝洁、WPP、时代华纳、NBC和新闻集团在内的14家尼尔森的大客户聚集一堂,投资140万美金,成立了一家名为创新媒介测量联盟(CIMM)的组织。该组织的目的是创立一种新型测量方式,能够对不同渠道广告效果进行对比。也就是说,不管作为收视调查泰斗的尼尔森是否参与,企业们已经要着手探寻新的跨平台测量方式了。营销人觉得尼尔森收视率调查在广告效果测量上略显过时,而且他们抱怨缺乏一种跨媒介的测量工具,能够适应如今越来越流行的整合营销的发展。
The media and marketing community are both looking forward to a cross-platform advertising effectiveness measurement tool. Recently, 14 Nielsen customers including Disney, Procter & Gamble, WPP, Time Warner, NBC and News Corporation gathered to invest 1.4 million U.S. dollars to set up an organization called Innovative Media Measurement Alliance (CIMM). The purpose of this organization is to create a new way of measuring how ads from different channels compare. In other words, no matter whether Nielsen, a surveyor, is involved, companies are already looking to explore new cross-platform measurements. Marketers feel the Nielsen ratings survey is slightly outdated in the measurement of advertising effectiveness, and they complain about the lack of an intermetric measurement tool that can accommodate the growing popularity of integrated marketing today.