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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.
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