Word: sw
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Dates: during 2000-2009
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...SW: That's the toughest part of the business because we have different clients sometimes asking for different things. We try to understand what the best measurement will be and work through that with clients. It's a constant negotiation...
...SW: I think so. But advertisers are asking for more qualitative information. They're asking how engaged the audience is in the programming. They're asking for more frequent measures of the audience and for commercials' ratings...
...SW: Technology is our friend. Many companies now create pieces of technology that we can use so we don't have to develop all of it ourselves. The bigger challenge is understanding what an advertiser will need, how clients will use the information, and how they will put a value on an ad as the ad goes from the TV to the PC to the video iPod to somewhere else...
...SW: We're testing a mailable reader, a very thin, hard box about the size of a large postcard. We could mail that to you to put on your TV, and you could mail it back. It would be an efficient way of collecting information. We're testing it among employees, and we'll have a market test with clients this summer. We've had an ongoing test with Arbitron [which does ratings research for radio] for a device called a PPM [portable people meter]. It looks like a little pager, and you wear it, and it would allow...
...SW: Everywhere you are walking, the PPM can pick up on the audio. But for iPods, we can either measure what you download from your PC--and even how often you're using it at your PC--or put in a little attachment that would go onto the headset. For cell phones, we would probably use a software application. We have them working in our labs...