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Today’s audience is highly fragmented, and the tracking methods that media firms have relied on over the past 40 years are obsolete, ineffective and prone to error. How will brands and media companies measure the effectiveness of advertising on new media? This practical and interactive workshop, led by expert practitioners, will address the key issues related to measuring up the effectiveness of advertising in new media.
Participants will walk away with a clear idea of the methods used for measuring the effectiveness of the message delivered to consumers through new media.
The theoretical opportunities will be contrasted with real-life applications, with focus on the need to generate commercial messages more appealing to the right niche of the market.
This Masterclass will cover the following hot topics
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How media players measure the effectiveness of advertising using new media consumer touch points: Mobile, Internet, In-Games ads
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What Asian brands are facing when advertising using new media?
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Shift of advertising dollars from traditional media to new media with a specific view to trends in Asia.
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If IPTV gains a more “a la carte” feel to consumers - will it provide a more effective way to measure audience?
Delegates will be given the opportunity to explore the ways and methods to quantify the number of “eye balls” reached by new media.
Who should attend:
Sales teams of media conglomerates looking into new media
Advertising agencies
Content producers looking for ways to generate revenue though advertising
Marketing and Brand directors
Media agencies |
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In the current scenario of declining voice revenue and greater competition from cable companies, telecommunication service providers see IPTV (Internet Protocol Television) as a way to both combat market competition and to increase their bundled services offering for revenue growth.
The technology promises to transform television, and to re-energize telcos by reducing customer churn and introducing new revenue streams.
Analysts are forecasting an increase in the number of IPTV subscribers to more than 25 million, resulting in a revenue of US10 billion by 2010. (Informa, August 2005). The interesting mix of technology improvements, consumers’ familiarity with internet and changes in intellectual property rights makes telcos and Internet service providers see IPTV as a way to extend the reach of broadband and to deliver value-added services.
Yet, IPTV is as uncertain as it is tantalizing, and making it work will be as complex as the end-user experience it promises to simplify.
This Masterclass examines the IPTV business model for telcos, analyzing adequate market and technology conditions, the experiences of a number of carriers that have launched the service, some that are planning to do so, and competitive reactions to IPTV.
The Masterclass explores and provides answers to- the following questions:
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What is convincing companies to add IPTV to their portfolios?
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IPTV and telcos, what are the best practices?
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Best IPTV solutions and market trends?
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What is the successful IPTV value proposition and what are the implementation challenges?
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How will cable and satellite respond to IPTV?
Who should attend:
• Telecommunication service providers
• Content providers
• Broadcasters
• Vendors: |
