Audience ‘Listening’ May Eventually Drive Ad-Spend Decisions
In Broadcasting & Cable – September 22, 2008
By Robert Marich
VivaKi, BuzzMetrics discuss 'listening' to consumers via digital-media ether during Advertising Week seminar.
A new frontier in advertising research is “listening” to consumers via the digital-media ether, and this embryonic slice of audience measurement may eventually emerge as a big driver of ad-spending-allocation decisions, speakers said a seminar during Advertising Week in New York.
“It’s about media, it’s about behavior and it’s about the brand … that are incredibly important in driving ‘big ideas’ in marketing,” said Jeff Flemings, vice president of renaissance planning at VivaKi, a unit of ad-agency giant Publicis Group.