White Paper
Consumer-centric holistic measurement
29 June 2010
We know our consumers beyond demographics and get information about them in a very timely manner. We truly understand their multi-media behaviour and respect their privacy. This allows advertisers to reach their target consumers effectively and efficiently at receptive moments, via relevant content that serves consumers’ interests.
The objective of this white paper is to guide the transition of audience measurement in the industry to accommodate the increasingly complex media consumption behaviour of consumers and more accurately anticipate the impact and synergistic effects of media and upgrade and standardise basic metrics so that media options can be compared and be selected with confidence.