Are advertisers getting nervous about media audiences?

Advertisers and media companies have always done audience measurement. Now, technology is providing a myriad of new tools for more precise results. Should media companies be concerned? Perhaps.

This blog will track some of the new tools (and results when we can).

The following is from the marketing site, Reveries.com:

“Would you like to know how Procter & Gamble defines Return-on-Investment? Ted Woehrle of P&G said ROI was about reaching consumers when and where it is most effective, at each consumer touchpoint. Most of his presentation centered on a VNU/Arbitron project called Apollo, in which consumers wear a little gizmo that picks up and records the media exposure they receive throughout the day.”

Also, watch this site for results with another tool called TalkingPoint that we are planning to use for some of our experiments.