Mumbrella to run masterclass to lift the lid on the raging media metrics debate

Mumbrella is to run a half day masterclass aimed at updating the industry on the many recent changes around media metrics.

The session, taking place on Thursday May 13, will focus on the latest developments in outdoor, online, print and TV audience metrics.

Speakers include the Outdoor Media Association, Audit Bureaux of Australia, Mindshare and OMD.  

The Sydney event comes at one of the most turbulent times for media planning in recent history.

The outdoor industry launched MOVE earlier this year, providing some of the most sophisticated media planning tools for the medium in the world. Wide debate is raging around online metrics with controversy over the use of autorefresh, calls by media owners for more concentration on user engagement and growing scepticism over the calculation of of unique browsers.

Newspapers and  magazines are about to see the creation of a new alternative readership currency to sit alongside the existing Roy Morgan Research product.

And the television industry is bedding in a new panel which for the first time takes in time shifted viewing.

The event is aimed at those looking for an overview of all these issues. The cost to attend is at an early bird price of $260 until April 30.

Further details are available here.

Sponsors

Mumbrella to run masterclass to lift the lid on the raging media metrics debate Adshel Red Black 100x18

Mumbrella to run masterclass to lift the lid on the raging media metrics debate Dockside Group colour FINAL 100x35

April 15th, 2010 at 12:47 pm

  • Email This Post
  • Twitter
  • Facebook
  • LinkedIn
  • MySpace
  • Digg
  • Yahoo Buzz
  • Sphinn
  • Technorati Favorites
  • Delicious

Comments


  1. Grant
    15 Apr 10
    1:49 pm

    2. Anyone talking about the leading analytics providers for online video marketing – TubeMogul? Imagine a Run Of Network buy across comScore 250 sites, where for ‘Better or Worse’, you actually saw where the ads were placed, above/below the fold, how long they were viewed for, CTR’s, auto-plays unmuted……Now that would be a revolution in online video marketing………

    Article in Mediaweek – http://bit.ly/medweek That sounds like a major improvement to digital buyers. “Online video ad targeting has been ham-handed to date,” said K-Yun J. Steele, vp, digital intelligence, Zenith Interactive. “This is a really exciting evolution.”

    Press Release – http://bit.ly/BrianUMWW – “Transparency in video advertising matters now more than ever,” comments Brian Monahan, SVP at Universal McCann Worldwide. “As brand advertisers increasingly focus on the audience delivered as opposed to impressions and clicks delivered, the industry is going to need more networks like PlayTime that give media buyers more visibility to the end user experience.”

    So mUmbrella, the question is, will anyone be talking about transparency, engagement levels, or interaction? More than happy to share this information at the MasterClass.

    Cheers – Grant (McLaren Media – TubeMogul’s APAC partner)

  2. Grant
    15 Apr 10
    1:51 pm

    3. Also, did you mean Early bird price pre 30th April…Think March has passed us by unfortunately.

  3. mumbrella
    15 Apr 10
    3:30 pm

    4. Thanks for flagging the date typo, Grant.

    And for your sales pitch for Tube Mogul. It sounds like it’s probably a bit too much of a sales pitch for our event.

    But the very best of luck with promoting your product.

    Cheers,

    Tim – Mumbrella

  4. jerrys
    15 Apr 10
    3:57 pm

    5. Would seem unclear whether the Audit Bureaux is the right organisation to be presenting on Online. They are not an online media industry representative body and were not established by an online media industry organisation so it’s unclear who they are representing apart from themselves.

  5. Grant
    15 Apr 10
    4:01 pm

    6. Date typo info my pleasure.

    I wouldn’t say it’s a sales pitch for TubeMogul, but more showcasing that whilst the rest of the world is moving into the world of NEW metrics, Oz is lagging by about 1yr. Should we/you not be discussing what is happening in the rest of the world? I would be happy to present this to you, and you can raise at the Masterclass……..The statements from the big players at UMWW and Zenith out of the USA surely should be something that everyone would take note of. You can strip out any mention of McLaren, and tone down TubeMogul, but from an industry perspective these developments should not go ignored.

    Thoughts?

    Cheers – Grant

  6. joe
    15 Apr 10
    7:19 pm

    7. sounds like a fair deal to me, mr Mumbo…. ;-)

  7. Mebourne Fan
    15 Apr 10
    9:29 pm

    8. You going to run the masterclass in Melbourne as well?

  8. Paul Dovas
    16 Apr 10
    6:59 am

    9. @ jerrys

    The ABA is uniquely positioned and ideally placed to be presenting on online metrics. Not only does it have over 78 years experience of setting, measuring and auditing media measurement standards (12 of them in online) it is a founding member of the International Federation of Audit Bureaux of Circulation (IFABC) who was the first global industry body to set web measurement standards.

    Owned by Advertisers, Advertising Agencies and Publishers ensures that the majority of he industry is involved in standard setting while its not-for-profit status ensures it remains impartial and independent through the process.

  9. Tom
    16 Apr 10
    9:47 am

    10. Great idea

  10. mumbrella
    16 Apr 10
    9:49 am

    11. Hi Melbourne fan,

    I’m keen to do so, but will probably make a decision once we see how Sydney goes (early signs are very good…)

    Cheers,

    Tim – Mumbrella

  11. jerrys
    16 Apr 10
    8:40 pm

    12. Hi Paul,

    Of course.

    But in this context the Audit Bureaux is one of a number of providers of servicesservice providers to the online media industry. Perhaps the IAB as a more broadly representative online organisation would have been a better choice to canvas the debate around the issues rather than one service provider, however virtuous.

  12. Paul Dovas
    19 Apr 10
    3:41 pm

    13. jerrys,

    Whilst we are indeed virtuous, the ABA is not just a service provider. It is the media industry watchdog, endorsed by over 1,400 publisher members, (both large and small), most of whom have an online presence. In addition, our membership includes the majority of advertising agencies and media buyers led by the MFA, together with an array of advertisers to bring accountability to online ad spend. If that isn’t an authority to be commenting on online measurement, then what is?

    The ABA’s Web Audit service is an industry based initiative which was developed with input from ALL sectors of the media industry together with direct advice from the IAB, MFA, IFABC and others. The audit methodology and the metrics used are based on core measurement principles which have been part of our industry for over a decade.

    We are very much part of the online equation and look forward to continuing this debate at the forthcoming Mumbrella event.